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The Kelsey Report® Advisory

Survey: 'Core' Challenges for IYP Sales
Charles Laughlin , 8/20/2001

Issue: Publishers Share Common Concerns Over Use of Core Channel

News: A Kelsey Group qualitative survey of publisher-affiliated Internet Yellow Pages (IYP) sales executives reveals a fairly consistent approach to IYP sales and a consistent set of key challenges. Among the challenges: motivating core Yellow Pages reps to sell new products and managing new product sales through legacy publishing systems. The confidential survey was conducted of executives at major North American publishing companies, as well as independents of all sizes and several leading European and Pacific Rim directory publishers.

The survey sample is not large enough to project reliably throughout the industry. However, the respondents represent many of the industry's largest and most important players. Conducted by fax and e-mail, the survey featured multiple-choice questions addressing a wide range of sales-related issues, including:

  • Range of products being sold through the core Yellow Pages sales channel
  • Rating key challenges pertaining to online and new product sales
  • Average time devoted to new products in a print sales call
  • Average time devoted to new product training
  • Use of dedicated online and new products sales reps
  • Use of self-service Web-based sales modules

An upcoming White Paper from TKG will dig much deeper into the survey, presenting the results of extensive interviews with leading Yellow Pages publishers around the world. In the meantime, we will share some of the initial results in this Advisory.

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