Neil Salvage

1
Neil Salvage Vice President Sales
2
YellowPages.com

• Joint venture announced in Nov 2004 SBC and
  BellSouth
• Combining three leading IYP sites to form a
  single brand and single site in late 2005
• SMARTpages.com, RealPages.com and YellowPages.com
  
• Common platform, common product offering
• YellowPages.com Network is the fastest growing
  Internet Yellow Pages distribution network
• Sales channels SBC, BellSouth and
  YellowPages.com

3
Three keys to sales success

• Commitment
• Value
• Execution

4
Commitment

• Quote Unless commitment is made, there are only
  promises and hopes, but no plans.
• Peter F. Drucker
• How do you position IYP?
• Do you refer to IYP as a core or new product?
• Have you established IYP sales objectives?
• Are compensation and appraisal plans tied to IYP
  results?

5
Demonstrate Value

• Prove the market exists
• Prove the market uses
• How the market uses
• Communicate value story to advertisers
• The right products, the right price, the right
  bundles, the right kinds of consumers using the
  site

6
Prove the Market Exists

• 75 of U.S. population has Internet access at
  home
• 52 of home Internet users connect using broadband

Sources Nielsen Net Ratings Kelsey Group
7
Prove the Market Uses

• IYPs are projected to grow due to high-speed
  access and IYP product enhancements
• More and more consumers are searching online for
  local information
• 2003 2005 usage grew at 84
• 2005 - 2009 usage is projected to increase 170

Source Digital Media Usage, The Kelsey Group,
March 2005
8
How the Market Uses

• IYP consumers are ready to buy
• Internet influences shopping behavior
• After referencing an IYP site
• 73 contact a merchant
• 45 make a purchase
• 35 of consumers who research online, make a
  purchase within a week
• Featured vs. Free Listings
• IYP vs. Local Search

Source MORPACE 12/04
9
Execution

• Keep it Simple
• Sales Structure
• Marketing / Sales Support
• Training
• Smooth and easy order process
• Customer care and follow-through