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Do your sellers face a marketplace with an increasing number of options for the client? Are your clients more sophisticated and knowledgeable than ever before about the different media options available to them? Do your salespeople struggle to sell something besides rate? Does your sales force struggle to move from the cost side of your customers’ P&L statement to the income and profit side of the statement? If you answered “yes” to any of these questions, you are not alone.
The burning issue in the media and publishing marketplace is that there is now a huge amount of competition for a fixed or relatively slow-growing pie around advertising and marketing. There was a day when the customer had but two different choices: they had broadcast media, they had published media. Today, the addition of the Internet and electronic marketing has completely re-sorted that, so that now there is a wide variety of choices. It’s not so easy to do it just on cost per eyeball anymore. There is an enormous stratification of the market and a fairly complicated decision that has to be made by most of the people who are customers of media and publishing. There needs to be a dialogue of discovery about how a client wants to present themselves to the market and how you fit into that.
Huthwaite helped a Fortune 300 publishing company gain 109% increase in sales volume in one year.
Here is a sample of our Media/Publishing clients:
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