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The Kelsey Report® Advisory

Converting Potential into Reality: Selling IYP and Local Search
Charles Laughlin,Michael Taylor , 12/8/2004

SUMMARY: Despite growing awareness of and interest in the Internet, small and medium-sized enterprises (SMEs) remain a skeptical audience for Yellow Pages sales reps offering online advertising solutions. Yellow Pages publishers have for the most part struggled to find the right formula for selling online advertising at sufficient volumes and high enough price points to support a profitable online product set. The emergence of local search as a viable option for SMEs has created opportunity and added complexity to the picture. It has added to the publishers burden of finding the right blend of value and simplicity to make the online value proposition work for the advertiser, as well as for the provider of online advertising.

This latest installment of Yellow Pages Sales & Marketing Strategies, an ongoing series of Advisories produced jointly by The Kelsey Group and The Berry Co., examines the issues sales reps must face in offering an increasingly complex and competitive mix of online products including advertising based on a pay-for-performance pricing model. The keys to success remain largely the same as those for the printed directory product: selling based on the needs of the advertiser; clearly demonstrating value; and offering a solutions package that is easily understood by both the sales rep and the customer.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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