MultiProduct Selling

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• Multi-Product Selling
• Kathy Geiger-Schwab
• Executive Vice President

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• Established 1910 Dayton, Ohio

• Founder L.M. Berry sold advertising on the back
  of train schedules

• Grew from a modest experiment in advertising into
  the largest Yellow Pages Sales Agency in the world

• 2038 Employees
• Call Center, Telephone, Field, Major Account,
  Internet and National Sales Channels
• 1.3 billion in revenues
• 37 offices in 39 states
• 827 directory editions
• 35M Total directories distributed
• Over 1 million advertisers

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• Knowledge -
• Transfer
• Clients
• International
• - NTT Directory Services
• - World Directories
• - Sutter Grüppe
• - Findexa
• Sensis
• Domestic
• Wood County Telephone Co.
• AAA Cincinnati / Hartford
• North State Communications
• - Shentel

• Internet Services
• - IYP development
• Web Site
• Development
• - Banner Sales
• Local Search
• Keyword Optimization
• - Site Tracking and Measurement

YP National Sales Agency 180 Employees 550
Clients (Direct/Agencies)
ILOB Independent Line of Business
SCA South Central Area BellSouth Region
Sales Agent Publisher 887 Employees (183 field
reps, 136 TS reps, 16 call center TS reps, 8
on-line TS reps) 8 Divisions 527 Directories YP,
WP, Niche IYP, Local Search
Sales Agent 881 Employees (189 field reps, 163 TS
reps, 33 call center TS reps, 13 on-line TS
reps) 9 Divisions 300 Directories YP, WP,
Niche IYP, Local Search, YellowPages.com

• IntelliVentures Lab
• Online RD
• Tracking Measurement

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Multi-Product Selling vs. Single Product Selling

• To multi-product sell or not multi-product sell
  comes down to a few key issues
• Cost of sales
• Skill level of the sales force
• Advertiser demands
• Support systems
• Sustainable revenue growth
• Products/Services involved
• We have a wonderful sales channel to medium and
  small businesses- shouldnt we leverage it?

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The Focus is on the Rep and the Advertiser
Philosophy

• Culture
• History

Processes

• Multi-product Selling
• Continuity of Contact
• Product SME

Tools
Strategy

• Segmentation
• Teams
• Canvass
• Management

Products
Promotion
Sales Rep Advertiser Relationship

• Print
• IYP
• Local Search

• Sales Ally
• Spartan
• Access

• Canvass Support
• User Marketing
• Customer Appreciation

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Cost of Sales

• The goal of any sales organization is to
  maximize the revenue output vs. the manpower
  invested
• Multi-product selling maximizes this formula
• Places higher demand on sales training and sales
  management
• Smaller more efficient sales force can be
  utilized
• Less competition for revenue between sales
  channels
• Complete directional media decision can be made
• Higher advertiser satisfaction if
  products/services are related

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Skill Level of the Sales Force

• Understanding how the complete product set works
  together is key
• Train, Train and re-train!!!
• Discovery/Fact find stage is crucial to identify
  appropriate products to recommend
• Matching product bundles to classification/industr
  y needs and the appropriate sales channel
• Higher revenue increase and advertiser retention
  with solution sale

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The Right Productivity Important
Overcoming Objections
Fact Finding
Time Spent with a Customer
Fact Finding
Overcoming Objections
Steps of the Sale
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Advertiser Demands

• Advertisers have become weary of multiple sales
  calls by multiple sales reps to fulfill their
  advertising needs
• Efficient sales call required
• One-Stop buying opportunity valued
• Solutions selling is the goal

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Support Systems

• Management and administrative support of multiple
  single product sales channels impacts revenue
  production
• Marketing must be able to effectively support the
  sales effort via value selling messages, bundles,
  ROI tools, keyed ads, and pricing structures to
  stimulate growth
• Multiple single product sales units complicates
  campaign management and where to place
  responsibility for underperformance

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Sustainable Revenue Growth

• When an advertiser is ready to buy, be sure to
  sell everything he needs
• Maximizing customer interactions
• Offering a total directional media solution
• Dramatically increases incremental percentage
  increase
• Can leverage follow-up contact to handle
  administration of sale.

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Incremental Increase Driven by Multi-Product
Selling
Based on 3 major markets
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Berrys Approach

• Local and regional accounts are multi-product
  sold by telephone, field sales, and major
  accounts
• National accounts (multi-location, multi-book
  advertisers) are sold by a separate channel who
  can dedicate time to the longer sales cycle and
  sophisticated needs of this target. Year-long
  multi-product solutions are always sold to
  National accounts

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Berrys Approach (contd)

• Call center telephone reps call on low potential
  headings or small markets primarily selling
  print, but seeking opportunities for on-line
  sales
• Our Cyber Reps sell internet products only,
  generally in the final weeks of the sales
  campaign
• Ramping up dedicated IYP/Search sales channel

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Sustaining a Multi-Product Approach

• Reps must be trained on proper discovery/fact
  finding
• Product training and matching products to
  advertiser needs is vital
• Clear definition between channels is important
• Product bundling and combined price
  recommendations increase penetration

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Sustaining a Multi-Product Approach (contd)

• Sales visuals that sell the entire package and
  support the value of a complete directional media
  investment (ROI, keyed ad and online measurement
  figures, industry impact, etc.) increase sales
  rep proficiency, credibility and advertiser
  acceptance
• Productivity levels and challenges must be
  constantly measured and monitored

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Critical Success Factors

• Traffic/Value Story
• Distribution Relationships
• Capture and Communicate the story
• Understanding theres more to Value than the
  click
• Simplicity
• Easily understood for Rep and Advertiser
• Rep buy-in
• Training
• Compensation

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• Thank you