Yearbook Advertising Sales

1. Yearbook Advertising Sales John Cox-Jostens Yearbooks

2. Advertising Sales • Why is Yearbook Advertising important? • Helps pay for the Yearbook • Keeps cost of book low for students • Gives Staff Real-Life experiences • Provides for Recognition and Reward • Preserves school and community history

3. Sales Kits that Sell • Your yearbook • Business Cards • Give you a professional appearance • Informational Sheet • Number of pages, books, enrollment • Rate Card • The prices and sizes of the ads • Ad Mock-Up

4. Sales Kits (continued) • Sales Contact List • Don’t go to the same place twice! • Advertising Flyer • Rates, sizes and contact information • Survey Results • Where do your schoolmates shop? • Thank you notes, posters, etc. • We want to know we are loved

5. Tips for Advertising Sales • ALWAYS…… • check you sales kit for all materials (ink pen). • Be on time. • Look neat and professional. • Be confident; you CAN do this. • Explain the benefits of yearbook advertising. • Get complete info and signed contract.

6. Sales Tips (continued) • Don’t ask YES or NO questions. • Say thank you, no matter the outcome. • NEVER…. • Go during the busiest times (restaurants). • Don’t ask for a donation. • You sell a valuable product. • Wait until the last minute.

7. How do you sell Advertising?ASK!! • Which size ad you want this year? • Would you prefer an eighth-page ad or a larger ad to include a photo? • Do you want the same size or something different this year?

8. Handling Sales Objections • It’s not worth my money to buy an ad. • The ad you buy is permanent, lasting forever. The yearbook is read by many people. • You messed up last year’s ad, so NO. • We are sorry for the mistake. We can bring you a proof of your ad before it is printed. • I don’t have the budget to buy an ad. • Your ad costs pennies per person that would see the ad forever and we can also bill you .

9. Objections (continued) • I can’t make a decision, and the boss is out. • May I make an appointment with the person responsible for advertising? • You only look at the book once a year. • Yearbooks are forever, and will be seen several times this year and in the future. • Students have no money, so why bother? • But we do. Students spend or control the spending of more than $100 per week!

10. Objections (continued) • Nobody sees ads in the back of the book. • We do several things like adding candids and stories to brighten up the ad section. Our ads are also spread throughout the book. • This is basically a donation, right? • No, you are buying permanent advertising that will benefit your business for years.

11. 10 Steps to Selling an Ad • Maintain a business like appearance • See the right person, the decision-maker • Make a good first impression • Talk benefits • Sell the ad sizes and prices • Show an idea • Handle objections

12. Steps (continued) • Ask the business to purchase • Get complete information • Say Thank you • BE: Prompt, Polite, Prepared, Persuasive, Persistent