Author: Robert Silverstein

Robert is the Principal of Advertising Sales Experts, Inc. He has over 30 years of experience in all aspects of publications and trade show sales and management. He has worked for both commercial and association publishing organizations and has lead national sales teams which have consistently exceeded their sales goals. He has also been an active member of the association community including serving as Chair of the ASAE Communications Section Council and has been a frequent speaker at ASAE and other industry events. In addition, Robert is an adjunct member of the faculty at the University of Maryland where he teaches courses on marketing and sales management.

May
27

CRM: CUSTOMER RELATIONSHIP MANAGEMENT

CRM is one of the most effective ways to manage sales prospects and then segment them into any number of categories. It is a database driven technology that allows your sales staff to track prospects through the sales process and develop promotional campaigns specifically targeted to companies within each segment you manage. Using a CRM […]

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SEGMENTING YOUR MARKET – A CASE STUDY

In Segmenting Your Market – An Overview, we introduced the topic of how associations have more than just diverse members, but how industry suppliers or similar communities present a varied market to be examined. The following charts illustrates an example of this: As the chart illustrates, each of the five industry suppliers executes their own marketing […]

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May
16

SEGMENTING YOUR MARKET – AN OVERVIEW

Most of us today are accustomed to receiving advertising from companies that are based on our behaviors in the marketplace. For example, when we search for a product on Amazon, we are offered similar or complementary items based on our previous purchases and searches and our behavior in the marketplace. This is the result of […]

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May
21

Is Your Sales Commission Plan Working Against You?

I was recently speaking with an association publisher who told me that she was considering replacing the advertising representative firm she had been using with another. As we got into more detail, she revealed that the firm had been successful in building and maintaining her organization’s print advertising business, but had not been successful in building […]

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Feb
12

Successful Association Sales: Selling Value Instead of Products

What is the difference between cost and value? Cost is the price your customers pay and value is what your customers receive in exchange for their money. Let me give you an example. Suppose you are in the market to buy a new car. You look at a Toyota and a Mercedes and note that for […]

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