Inbound telemarketing: Converting classified customers to subscribers

The Goal

The Tennessean in Nashville (181,343; 250,575) had a goal to reach non-subscribing classified advertising customers and convert them to subscribers.

The Story

In closing a private-party sale, the classified representative offered two weeks of seven-day service for $4. This was a discount of $3.60. The cost of the subscription was added to the classified bill.

The paper had to develop specialized reports to accommodate order entry forms in customer service. Also the classified system needed to be reprogrammed to accept a delivery address rather than just a billing address. Training was done for both the classified and customer service departments.

Extensive communication between sales, customer service and classified helped launch the program successfully. The communication foundation allows other classified programs to develop.

The Moral of the Story

Your paying classified advertising customers are probably willing to pay for a subscription, too.

Keep the reps fired up

The Goal

The Record Searchlight in Redding, Calif. (35,000; 40,000)  launched a special promotion to fire up its sales representatives’ efforts to sell subscriptions.

The Story

“We found that our classified sales representatives produce more results when their “prize” is sitting there…staring at them," said Circulation Sales and Marketing Manager Lisa Drafall. "We purchased various desk accessories, such as memo holders, small picture frames, and designer post-it notes. The inexpensive items were left on their desk and said ‘Instant Thank You gift with your next start.’ We saw immediate results; everyone produced one start to keep their gift. Since the gifts were inexpensive, it didn’t increase our cost per order too much. Having the item on their desk is still a constant reminder, ‘Sell, sell, sell,'" she said.

The Record Searchlight customized a script for the representatives that deal primarily with business clientele. The script helped them sell business subscriptions. 

“We have always had a touch-and-go participation from our classified sales representatives. Anytime we can get them to focus on adding a subscription push to their call closing, we consider it a success,” said Drafall.

The Record Searchlight established a goal of one start per week, per representative, which totals 40 starts per month. With a $3 commission and a $2 incentive, the cost per order is only $5 – and that is for a customer who obviously already knows the value of reading the paper. The paper experienced slightly above-average cost-per-order to acquire a customer with a higher lifetime value potential.

The Moral of the Story

Small incentives can produce big results if they are made highly visible to reps on a daily basis.