Making Information Pay 2005

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Making Information Pay 2005

• Dean Karrel, Vice President-Trade Sales
• John Wiley Sons
• April 7,2005

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Sales Experience

• Prentice Hall
• Simon Schuster
• Wiley

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ACCOUNT COVERAGE

• COLLEGE STORES
• TRADE BOOKSTORES
• SPECIAL SALES
• WHOLESALERS
• LIBRARIES

• GROCERY STORES
• MASS MERCHANDISERS
• ONLINE ACCOUNTS
• NATIONAL CHAINS
• PREMIUM SALES

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WHAT IVE LEARNED?

• THE JOB OF GOOD SALES PERSON IS TO MAKE THE JOB
  OF THE BUYER EASIER
• BUILDING A GOOD TRADING RELATIONSHIP WITH KEY
  ACCOUNTS IS EASY, IF THE BASICS ARE DONE WELL

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ANATOMY OF A SUCCESSFUL SALES CALL

• Planning
• Preparation
• Information
• Assessing Need/Reviewing Analysis
• Product Presentation
• Follow-up

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THE SALES CALL

• THE AVERAGE TIME SPENT WITH A BUYER
  IS OFTEN LESS THAN ONE HOUR
• LESS THAN 10 OF A SALES REPS TIME IS ACTUALLY
  SPENT SELLING
• TIME LOST HANDLING ISSUES IS THE KILLER FOR
  EVERY SALES PERSON

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27 YEARS SELLING BOOKS

• I WISH I HAD 10 OF ALL OF THE SALES DOLLARS
  IVE LOST DUE TO DATA INTEGRITY ERRORS

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THE BASICS OF SALESCHAPTER 1THE DATA YOU
SUPPLY MUST BE ACCURATE AND COMPLETE
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WHAT BOOKSELLERS MUST HAVEACCURATE DATA FROM
PUBLISHERS

• FULL TITLE
• AUTHOR
• DISCOUNT
• EAN
• CARTON QUANTITY

• ISBN-13
• PRICE
• SHIP DATE
• PUB DATE
• PUBLISHER

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MY FAVORITE SALES WAR STORY
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THINK THERE WAS A DATA ISSUE?

• CHILDRENS CLASSIC A CHRISTM
• 0671-445245
• 12.95 HARDCOVER

• CHILDRENS CLASSIC A CHRISTM
• 0671-245156
• 12.95 HARDCOVER

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80000 UNITS SOLD!
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SOLD THE BOOK NOW WHAT?

• DISCOUNT ISSUE WRONG DISCOUNT
• PRICING ERRORDOESNT MATCH PO
• OUT OF STOCK-CANCEL BACKORDER
• FRONTLIST DELAYED- CANCEL
• RECONCILIATION ISSUES A/P A/R
• NIGHTMARES FOR SALES PEOPLE

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27 YEARS OF SELLING

• I WISH I HAD 10 OF ALL OF THE SALES DOLLARS IVE
  LOST DUE TO DATA ERROR AFTER THE SALE WAS MADE
• HAVE YOU ANALYZED THE DAILY ORDERS LOST?
• 3000 A DAY X 225 DAYS675,000

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HOW DO YOU IMPROVE THE TRADING
RELATIONSHIP BETWEEN PUBLISHER AND KEY
ACCOUNTS AS IT PERTAINS TO INFORMATION?
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HOW DO YOU SOLVE IT?

• PLACE A REAL VALUE ON DATA INTEGRITY
• MAKE ONIX A KEY INITIATIVE
• TRAIN AND RETRAIN THE STAFF THAT ACTUALLY ENTERS
  YOUR DATA
• REGULAR MEETINGS WITH OPERATIONS VENDOR
  MANAGEMENT

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Making Information Pay 2005 How Smart Publishers
Build More Effective Trading Relationships with
Their Key Accounts

• Dean Karrel, Vice President-Trade Sales
• John Wiley Sons
• April 7,2005