The most effective and successful sales model in the directory sector is “SELLING ON VALUE”.
The Yellow Pages concept continues to bring very attractive response rates to advertisers. The standard and most credible way to prove value is the utilisation of a Call Measurement approach, used by directory publishers worldwide. All Yellow Pages publishers have been able to translate the numbers and types of calls received into a Return On Investment (ROI) calculation for the advertiser. The levels of ROI measured confirm the very high level of effectiveness of Yellow Pages advertising in most markets.
Peter Buxton has worked with several directory publishers worldwide on ROI development, specifically:
- to design a strategy for the implementation of Call Measurement
- to decide the approach to analysing Call Measurement data to provide an ROI for the advertiser
- to prepare an effective training programme for the sales force to utilise ROI in the “Selling on Value “ sales approach
- to compare ROI techniques with other markets
Working closely with Dennis Fromholzer of CRM associates in the USA, Peter Buxton has maintained an up to date knowledge of the best ROI measurement techniques in the directory markets of the world.