June 2001

Strengthening Client Relationships Service without the Sale, Sells

Making calls with a member of the market research staff is an excellent way for account executives to distribute and explain new research information to clients. It can also improve and build upon the relationship...both external and internal*.

In recent Belden advertiser studies among retail and classified advertisers, we have found that about one of ten had contact with the market research staff in the past six months. Among those, the majority of advertisers (six of ten) said the contacts in market research were helpful in building their business.

The conclusion is clear - research sells!

To extend research "reach," many papers create market books to provide readership information and to capture and convey both general and category specific research about their market that can be a wonderful tool.

As an example, one of our talented new assistant project directors was responsible for employment classifieds while with a major
metropolitan daily. Classifieds were facing tough times and seeking ways to maintain and strengthen the category. A market book was designed to focus specifically on the employment market and the employment sections and products. Plans were laid out to promote the new book and to inform clients of what they had to offer.

*Not only does such an initiative help customers, but has plenty of "team" building, more heads-are-better-than-one value internally. In smaller markets (no research department), the simple sharing of NEW information relevant to the customer has value - it lets them know you CARE!)

Here are the basic steps she followed:

Up Front Planning in Creating the Market Book: Worked closely with the employment classified advertising director and sales managers to define clearly what advertisers and agencies regularly asked about regarding the employment market. What common questions from clients do sales managers and inside and outside account executives get on a regular basis that they cannot answer?

Internal Selling: Once finished, a "training" session for the entire classified employment staff explained the research highlights. Case scenarios were provided for account executives to help understand differences in the book that would strengthen their case while selling employment products.

External Selling

Outside Account Executives: Sales managers created lists of various advertisers and agencies they wanted to contact. A presentation was designed combining general employment market information, highlights of the market book and information about classified employment products.

Inside Account Executives worked with the sales manager to decide on a target list for distribution of the books by mail. They also had a very short presentation highlighting various key points of the book.

The Call with the Market Research Analyst and the Account Executive: The account executive set up appointments with the target list of clients letting them know the nature of the call and explaining to the client that we have new information tailored to their needs. During the sales call, research information was presented and afterwards the account executive discussed any outstanding issues regarding current or future buys and informed the client of special sections and new products to come.


Most of the advertisers or ad agencies were delighted with the information and seemed to feel good so much time was taken not just to sell them something, but also to provide useful information.

While not directly involved in the sales process, plenty of anecdotal evidence was encountered - ads from contacts made! - that such calls were worthwhile. In many cases, there were even requests for more research - music to everyone's ears!