| "Think
Like A Retailer"
Problem:
Newspaper sales reps don’t understand their
customers business, so they are simply order takers.
Solution: A three-day seminar where they "walk in
retailers’ shoes." They go out in small teams and talk to
customers in stores of the chief players in a retail segment. They
interview the managers or owners. Then they create a plan for one
store–-as if they are its marketing department.
Results: The plans are presented to the retailers, and in
most cases result in added lineage for the newspapers. These
seminars have already been presented to over one thousand reps at
Knight-Ridder and the Southern Newspapers Publishers Association.
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