Making Online Sales In An Offline World

from the maybe-online-isn't-so-different dept

When Primedia put their Apartment Guide online they hired some new sales people to sell the advertising space. That didn’t work. What is working is using their traditional sales team to sell additional ad space online as well as their regular sales. This makes sense to me. I don’t see why people think that they need an entirely different set of people to sell online ad space as compared to paper catalog ad space. The regular reps already know the customers, and (more importantly) the company should be looking at their online division as an expansion of their offline business, rather than a totally new enterprise.

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