Sales Train Highly Experienced Senior Staff
This Fortune 600 print media company wanted to coach their advertising sales staff to network more skillfully so they could better compete for advertising dollars. The publisher also wanted the ad sales team to persuasively articulate their ideas with confidence when meeting with the publisher. Complicating matters was the fact that the highly experienced and successful advertising sales team was resistant to the idea that they needed training and was not open to outsiders telling them how to do their job.
The organization tapped GPC to create a sophisticated networking seminar for the experienced ad sales team. The custom-designed seminar included neurolinguistic programming, storytelling and listening techniques, developing engaging conversation stimulators and utilized film clips from movies like “Big,” “Pretty Woman” and James Bond films to demonstrate key points. A cocktail party game capped off the seminar, wherein the attendees competed, both as individuals and as teams, for the right to a one-on-one lunch with the paper’s publisher.
By offering senior skilled staffers, savvy, well-informed ideas to add to their bag of tricks, the department achieved significant results. After the GPC training sessions, advertising sales increased by more than 20%.