As I discussed in an earlier post, my hope is to use this forum to generate discussion about ideas and best practices with you instead of publishing my ideas at you — so I hope you’ll join the conversation and share your thoughts. Today’s topic is sales strategies for hyper-local initiatives on media sites.

Media sites across the globe are embarking upon initiatives to engage users at a deeper level, and in many cases that revolves around very localized strategies ranging from user-generated content and community journalism to online business directories. Some best practices we’ve been following:

Appointment setting:   Using an inside sales rep (or well-trained temporary employee) to make calls and set appointments for sales reps before they visit. The most successful sales blitz efforts of this type use well-written scripts balanced with the skill to go off-script when necessary. Taking a page from the yellow pages sales model, often these efforts are focused on the premise that “our rep will be in your area next week,” and are effective in warming the sales call by allowing the prospect to be prepared for the visit.

Doing your homework:  While it seems as though this should be second nature, many reps go out into the field without being properly prepared for the call. In the past, just being from the local newspaper, radio or TV station was enough to get you an audience with your prospect or client. In today’s world, prospects want a sales rep that understands their industry, their business, and their needs. They want sales reps who ask questions and get to know them and their goals before they prescribe their product as a solution. To do that effectively, you need to be prepared. Look at your customer’s Web site(s), other marketing material. Understand how current trends and economic climate are affecting them. Consider what their marketing goals could be, ask a lot of questions — but most importantly, LISTEN to the answers. Put yourself in their shoes and be creative in developing marketing solutions for them.

And now it’s your turn! What best practices can you share on local sales efforts? We want to hear from you!

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