SAPAToday In Loving Memory of Jerry Baldwin The Bi-Monthly Newsletter for the Free Paper Industry November - December|2008 In this Issue: visit us at www.sapatoday.com By Allison W. Hartley Before I ever actually met Jerry Baldwin, I heard him. Although I didn’t have a face to put with that voice and that laugh, I was totally taken by it while making my way to the “meet and greet” at my first SAPA conference back in the Spring of 1996. SAPA (Southeastern Advertising Publishers Association) is an association of publishers and free papers spanning many states in the southeast. In truth, it is a big family, of sorts. “Jerry, this is Allison.” “Allison, this is Jerry Baldwin from the Smoky Mountain Trader.” With his success he could’ve been wearing an Italian suit, but he wasn’t. He was scruffy, had on jeans and tennis shoes and had to shift his beer and cigarette from his right hand to his left to shake my hand. “Wadda ya doin’ with him?” he said with a New York accent, nodding to Steve (I liked that part especially). I noticed most that he had eyes that danced, and he never quit smiling. I liked him immediately! Later that night, after all the classes and meetings, we all gathered around the lounge area and Jerry brought out his mandolin, and along with several other members who played something or another, strummed until the wee hours of the morning. Jerry definitely had a gift. He was a self-taught musician and could play not only the mandolin, but the fiddle, piano, organ and guitar. ose were the good ole’ days. is was tradition, so I was told, and I began looking forward to these Southeastern Advertising Publishers Association (800) 334-0649 (888) 334-0649 fax page 2 SAPA Board of Directors & CAN Corner page 3 Buyers Not Equal page 5 Hidden Treasurets page 8 Sales Lessons You Have To Learn page 10 Calendar of Events & USPS Call to Action Southeastern Advertising Publishers Association To advance the free paper industry by providing resources for success and venues for sharing ideas. continued on page 4
Transcript
SAPATodayIn Loving Memoryof Jerry Baldwin
The Bi-Monthly Newsletter for the Free Paper Industry November - December|2008
In this Issue:
visit us at www.sapatoday.com
By Allison W. Hartley
Before I ever actually met Jerry Baldwin, I heard him. Although I didn’t have a face to put with that voice and that laugh, I was totally taken by it while making my way to the “meet and greet” at my first SAPA conference back in the Spring of 1996. SAPA (Southeastern Advertising Publishers Association) is an association of publishers and free papers spanning many states in the southeast. In truth, it is a big family, of sorts.
“Jerry, this is Allison.” “Allison, this is Jerry Baldwin from the Smoky Mountain Trader.” With his success he could’ve been wearing an Italian suit, but he wasn’t. He was scruffy, had on jeans and tennis shoes and had to shift his beer and cigarette from his right hand to his left to shake my hand. “Wadda ya doin’ with him?” he said with a New York accent, nodding to Steve (I liked that part especially). I noticed most that he had eyes
that danced, and he never quit smiling. I liked him immediately!
Later that night, after a l l t h e classes and meetings, we all gathered around the lounge area a n d J e r r y brought out his mandolin, and along with several other members who played something or another, strummed until the wee hours of the morning. Jerry definitely had a gift. He was a self-taught musician and could play not only the mandolin, but the fiddle, piano, organ and guitar. Those were the good ole’ days. This was tradition, so I was told, and I began looking forward to these
Southeastern Adver t i s ing Publ i shers Associat ion (800) 334-0649 (888) 334-0649 fax
page 2SAPA Board of Directors & CAN Corner
page 3Buyers Not Equal
page 5Hidden Treasurets
page 8Sales Lessons You Have To Learn
page 10Calendar of Events & USPS Call to Action
Southeastern Advertising Publishers Association
To advance the free paper industry by providing resources for success and venues for sharing ideas.
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2 SAPAToday 11 SAPAToday
SAPA Board of Directors
Past PresidentMike Woodard
Tuscaloosa Shopper & Reporter
Northport, AL205-333-7525
PresidentBill BowmanUp & Coming
WeeklyFayetteville, NC 910-484-6200
Vice PresidentRussell
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
TreasurerTony OnellionBargains PlusSlidell, LA
985-649-9515
Past PresidentGreg Ledford
Shelby Shopper & Info
Shelby, NC 704-484-1047
Board MemberJW Owens
Savannah Pennysaver
Savannah, GA 912-238-2040
Board MemberCaroline
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
SecretaryAlan Lingerfelt
The Piedmont Shopper
Danville, VA434-822-1800
Past PresidentGary Benton
Peddler ADvantageParis, TN
731-644-9595
Past PresidentBrenda Finchum
Coffee County Shopper
Manchester, TN931-728-3273
CornerIn each issue of SAPAToday we’ll look at one of the membership benefits you receive from the Classified Ad Network (CAN).
If I had this member benefit when I was a sales rep I might still be a sales rep. AdMall is the most important sales tool we have ever offered to our members. It is much more than a co-op tool; it is a complete system for managing sales activities.
Here’s an example: If I were going to call on a Honda dealer I would go to www.admall.com and enter a little information about the type of business I was going to call on. In less than seven (7) minutes I would have a complete sales presentation for that customer. The AdMall system makes any sales rep a professional and an expert in just about every type of business. If you’d like more information, call our executive director, Douglas Fry, at
position exchanges or requests for new positions. The announcement followed an offer made in August to offer early retirement for up to 130,000 clerks, mail handlers and supervisors.
SMC leadership is in the process of formulating a consensus position on postal rates and operations to take to the USPS. SMC believes its members, including the vibrant free industry paper industry, could present substantial growth opportunities for the USPS if the USPS could align its pricing of saturation mail, and operations requirements, with the competitive conditions faced by SMC members and our customers. A meeting with USPS officials and representatives of SMC and the free paper industry is scheduled to take place in October.
In August the Postal Service announced a
proposed rule to consider a future regulation that would require all detached address labels (DALs) to be automation compatible. The USPS invited interested persons to comment on the proposal. In comments filed with the Postal Service, the Saturation Mailers Coalition (SMC) went on record as supporting the Postal Service’s efforts to reduce costs by making the DAL automation compatible, but urged the USPS to delay making any final rule until the Postal Service proposed an alternative to DALs for on-piece, city route addressing that SMC has proposed and called “simplified but certified.”
SMC’s comments explained that the simplified but certified option had been designed by SMC members in an effort to help the Postal Service take the costs of the DAL out of the system.
USPS Financials &A Call To Action! Continued
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Come fi nd out what Kidsville News! is all about and why it’sthe fastest growing children’s newspaper in America!
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Sean spends a lot of time talking to his advertisers about consumer behavior. “A big part of my job is to help them manage their expectations,” he said. “I once learned that buyers generally fall into one of six distinct categories. By examining each category, my clients and I have been able to understand why an advertising tactic that works with one type of buyer will not work with another.”
Sean explained that the concept is easy to grasp, because we can all identify with the six categories. “It all depends on the product. Price may be a person’s dominant motive in the purchase of a widget, while brand loyalty may be the determining factor when buying a gizmo.”
Let’s take a look at Sean’s buying types:
1. Consumers who are loyal to you. My wife, Suellen, is loyal to a particular brand of car, and is currently driving her fifth consecutive model of that car. From her perspective, there is no need to consider anything else. Likewise, your advertisers have valued segments of their customer base – people who are loyal to them through thick and thin.
How do you appeal to Loyals in your advertising? Reassure them that, although your product may be “new and improved,” your standards of quality remain the same.
2. On the opposite end of the buying spectrum are those who are loyal to a competitor. If another car dealership tried to convince Suellen to switch to their brand, they would be wasting their time and hers.
This type of buyer cannot be won over with a single ad. The best chance is a long-running campaign of comparative advertising. Even then, there must be some measure of discontent for the buyer to consider switching.
3. Bargain hunters. These buyers are driven by price discounts, not brand loyalty. When Suellen and I go grocery shopping, we have an “either-or” mindset. Either Coke or Pepsi will be acceptable. We buy the brand with the best price.
4. Butterflies. These buyers thrive on change, and constantly move their business from one brand to another. New restaurant in town? Yeah, let’s try it. New neighborhood? Hey, let’s take a look.
How do you reach these buyers? Sell newness.
5. Investigators. A few years ago, we needed to replace our garage doors. Suellen is extraordinarily knowledgeable about house things (thank goodness), so she eagerly researched the options. She learned so much about garage doors that she could identify the various brands as we drove around our neighborhood.
By the time she figured out the best choice, I was in 100 percent agreement – because she had become a real authority on the subject.
How do you appeal to Investigators? Provide them with plenty of information.
6. Then you have the non-users. These are the people who are not now – nor will they ever be – prospects for particular products and services. In other words, don’t expect to sell surfboards to people who live in the Arctic or snow skis to people who live at the Equator.
(c) Copyright 2008 by John Foust. All rights reserved.
E-mail John Foust for information about his training videos for ad departments: [email protected]
3 SAPAToday
POSTAL OFFICIALS, POST RESULTS AND CALL FOR ACTION
In September 2008, the USPS Chief Financial Officer, Glen Walker, told the Postal Board of Governors that the service had lost 1.1 billion dollars through the first three quarters of the year. Walker avoided giving any year-end projections. Postal Service announcements, and the uncertain conditions in financial markets, led many to speculate that the Postal Service could see a two billion dollar loss at the end of its fiscal year.
POSTMASTER
In other announcements in meetings with customers and labor, the Postal Service made it clear that extraordinary times called for extraordinary measures. In meetings with the Board of Governors and with postal customers on Postal Customer Council Day, Potter stressed the need for the USPS and customers to work together to grow revenue and reduce costs. Postmaster General Potter stated that the Postal Service was facing unprecedented challenges with fluctuating oil prices, tight credit, weak retail sales, and continuing diversion of hard copy. He stated that the Postal Service had expected losses in mail volume of nearly 9 million pieces. The PMG and the USPS Chairman of the Board of Governors urged the Postal Service to pursue growth opportunities. Potter stated the Postal Service needed to “launch all ships” to seize opportunities, whether by using its pricing flexibility in competitive products, making changes in its network, or pursuing other market and product prospects to build revenues and cut costs.
Postmaster General Potter also took his
appeal to the USPS labor unions and employee groups. Potter stated that the financial condition of the Postal Service was poor, with revenues continuing to decline. He called upon the Postal Service unions and employee groups to work with the Postal Service and Congress to develop solutions to the Service’s problems. The PMG did not offer specific plans, but stressed the perils affecting the USPS in the face of declining volumes. Announcements were also made in September by the USPS Chief Human Resource Officers that a freeze would take place on all organizational structure changes, including position upgrades, position updates,
Calendar ofEvents
10 SAPAToday
Not All BuyersAre Created Equal
USPS MailCall to Action!
SAPA Publishers Retreat 2009: In the cold month of January SAPA will hold its annual Publishers Retreat and Board Meeting. Where can you go during that month to enjoy a little warmth and sunshine? Orlando, of course. Plan now to attend and be refreshed.
AFCP Annual Conference 2009: On April 23 - 25, 2009, AFCP will conduct their annual conference in Myrtle Beach, South Carolina. For more information go to their website: www.afcp.org or call 1-877-203-2327.
SAPA Conference 2009: In 2009 we’ll be in Louisville, Kentucky at the Hyatt Regency Hotel. The hotel is located across the street from 4th Street Live so there will be plenty to do. Mark your calendars now for August 28 & 29, 2009 in Louisville. Please give us a call at 1-800-334-0649 or email: [email protected] if you would like more information.
continued on page 11
late night get-togethers from that very first conference. Both lifetime f riends and memories were made during those late night “pickin’ and playin’” sessions.
Over the years our handshakes turned into hugs, and he, his business partner and their staff became like family to us. Sometime in-between, I learned that Jerry had been a preacher before launching the Smokey Mountain Trader back in 1987. I was always intrigued by this and wondered why he had traded a pulpit for publishing, especially when I heard him occasionally pickin’ and singing an old time hymn with evident emotion. He had
his reasons, I’m sure. Even so, I still heard a message through that beautiful mandolin. I never asked.
When Steve and I decided to take the giant leap of faith and start this business, we had absolutely nothing but that faith, very little money and tremendous encouragement and support, not only from our family and friends, but this phenomenal association. Jerry was one of the first to offer help. “I’ve got a bunch of wire racks you can have,” he told us. “Just come and get ‘em.” And we did.
We made our way up to near Talbott, Tennessee and stayed with Jerry and his lovely wife, Judy, over the weekend. We had a blast; they were awesome hosts. We had all sorts of fun and I must have gained 10 pounds the way that they fed us!
Jerry was a never-ending s o u r c e o f a d v i c e a n d inspiration during those few days. Despite his wooly ways, I saw another side of Jerry that I had never known. And, after this weekend, I knew that I would never forget his kindness and generosity. Aside from the phenomenal business
man and friend he was, he was something else.
The morning that we were to leave and come home, I woke up early to music. At first, through my sleepy haze, I couldn’t quite figure out what it was, and then I heard it a bit more clearly. It was a piano or organ playing and the tune was very familiar to me, although I couldn’t quite place it without some coffee.
Intrigued, I put on my robe and followed the music down the hall. I rounded the corner to the living room just in time to hear Jerry singing the refrain, “So I’ll cherish the old rugged cross, Till my trophies at last I lay down; I will cling to the old rugged cross, And exchange it some day for a crown.”
I wanted to ask him again that morning about his relationship with the old rugged cross, but as I listened, the answer was clear - he knew every word, and his eyes were still dancing. Publishing had just been a hobby.
Jerry passed away on Tuesday, October 21, 2008, leaving a void in the lives of all who knew him.
9 SAPAToday4 SAPAToday
In Loving Memory of Jerry Baldwin continued
by Steve Chriest It may be time to dust off my notes for a talk I gave a few years ago about the challenges and opportunities of selling in a down economy. Little did I know then, in 2001, that the economic upturn that followed would be so short-lived. Before you can prepare to sell in a down economy you need to be sure you’re in one or will enter one soon. But how can you tell?Watch the fortunes of small business. Signals of an economic downturn begin to flash when small businesses cannot obtain the financing they need to operate and grow. It’s easy to forget that 90% of American businesses have fewer than 20 employees. As credit markets tighten, and small businesses are unable to secure financing for growth, or for weathering rough waters, it’s time to prepare for selling in a down economy.There are some other unconventional economic indicators I pay attention to when I think about how the economy is doing. Cutbacks in the routes of delivery companies like Federal Express and UPS usually appear as early warning signs of a general slowdown. Federal Express recently advised that it expected reduced revenue in 2008. When Hormel Foods Corporation, the maker of Spam, reports higher sales of the canned luncheon meat, as they indicate they will in 2008, you can bet that folks in large numbers are hunkering down for a recession!The causes of each economic downturn differ, at least slightly, from previous downturns. The housing industry, which was generally credited with propping
up an otherwise wobbly economy for the past several years, now is leading the economy into choppy waters. The large number of interest only, adjustable rate, no money down, no income verification, and no credit-required loans written during the housing boom, and the reality of declining house values, is now a prime cause of the bad moon rising.How then do you, the sales professional, survive and maybe even prosper when a bad moon rises and you find yourself selling in a down economy? There are
at least four things you can do to prepare to sell through an economic downturn:
- Stay in front of your customers.- Get to the senior executives in buying organizations.- Share success stories with senior executives that are relevant to their business.
- Manage your time as a guardian of your company’s resources.In tough economic times it’s vital that you stay in front of your customers, especially your best customers. One major caveat applies to this advice – only contact your customers when you have something of value to offer them, such as advice, an unusual perspective, or special knowledge. Never, I repeat, never, contact a customer during tough times and ask, “Do you have any orders for me today?” That inane question will drive customers to the nearest exit.Unfortunately, middle managers are often a primary layoff target when times get tough. This reality, however, presents an opportunity for you to meet with senior managers who might be inaccessible during boom times. Forget about “pitching” special programs and offers to senior executives at buying organizations. Rather, listen carefully to them and be sure you really understand their concerns and the challenges impacting their business.Senior managers are usually eager to hear about what other companies are doing to address tough issues and circumstances. Without divulging anything held by you in confidence, sharing success stories with executives is a powerful way to build your credibility and your business relationships with company leaders. You might, for example, share the experiences of an advertiser who used a particular marketing approach to expand their universe of potential customers.Finally, while it’s always important to effectively manage your time and your territory, it’s critical to optimize your selling time and guard your company’s resources during an economic slowdown. By pursuing only realistic, profitable sales opportunities, you can help ensure the best use of your time and of company resources – both of which are usually strained in a down economy.Most salespeople are notoriously poor planners, and preparing to sell in a down economy isn’t much fun. Keep in mind, however, the words of Sir John Harvey-Jones who offered this observation: “The nicest thing about not planning is that failure comes as a complete surprise, rather than being preceded by a period of worry and depression.”
How To Sell In ASlow Economy
How To Arrange A Call Back
(a) Repeated Visits Establish A Business-Getting Contact. Do not be discouraged when you have to repeat your calls. Each successive time you call on a prospective customer, if done in the true salesmanship way, you will see the progress you are making.
(b) Never Leave A Customer As A “Hopeless.” When your prospect has goods or employment openings that should be advertised, keep making your calls until he does advertise in your paper. Since you know your paper’s advantage for producing results, your job is to convince your prospect of that fact. As long as you know your own ability to convince him, you must never suffer your own defeat by marking him down as “Hopeless.”
(c) Impress Your Customer With Your Sincere Desire To Serve Him Well. Never beg for any measure of business. Do not plead for it based on any measure of friendship. Sell paper space by compelling your customers to want to buy it. Your ability to render a real service will make that service worth buying. If you are not able to assist your customers in getting their money’s worth, then do not take their money. You must be alert to every new advantage you can work out for them.
(d) Tactfully Arrange A Definite Date For A Call Back. Never permit a doubt to defeat you. Go on the assumption always that you will get the business you seek. Any other assumption on your part defeats you before you begin. No matter what the reason is for your failure to get copy today, begin to find a way and a time when you will get it. Begin to arrange for a future call, based upon an adequate reason for
that call.
(e) Good Ad Preparation May Be Your Best Method. Make a study of your customer’s business just as if it were your own. Study his goods and his environment and conditions. Get down to his real needs and begin to try to solve them for him. When you suggest that you will work out a customized ad campaign for him, you are likely to discover a welcome spark of interest in you and what you offer.
(f ) Never Fail To Meet Engagements . I t i s an unpardonable s in in the sa lesperson to forget or ignore his engagements, but promptness has power. Be exacting with yourself.
Richard Clark offers great low-cost online ad-taking solutions, as well as sales and management training that pay for themselves, guaranteed. Find out more and see the demo at www.classifieddevelopment.com
5 SAPAToday8 SAPAToday
Sales Lessons You Have to Learn Sometime: #5 of 12 by Joe Bonura
Out With thE trash?My wife was cleaning our basement seventeen years ago, preparing for a move to our new home. For some unexplained reason, I decided to go through a box we were about to send out with the rest of the trash.
NEW iNvEstmENt stratEgySomething that appeared to be a stock certificate caught my attention as I quickly flipped through the musty files. It was a certificate that I had purchased ten years earlier on a recommendation I received f rom a client. He said that if I wanted to keep up with what was happening with his company, I should buy some stock so that I could receive regular updates. I purchased 100 shares at $10.00 per share for a total investment of $1000.
EurEkaSomehow the stock certificate ended up in a box that was relegated to the basement storage bin. Now, ten years later I was on the phone calling my stock broker to unload the measly 100 shares that I owned. I thought it would be nice to get my investment back. He said that the company had merged with another more successful company and that my 100 shares were now worth $80.00 per share, or “Eureka,” a whopping $8000. And to think we were about to throw it all away!
aNOthEr trEasurE FOuNdSeventeen years later, we are packing up to move again. I have over 2,500 books in my personal
library, and for many years, I could not find a copy of one of my favorite books on success: “Wake Up and Live: A formula for success that works.”
hiddEN WisdOmThe book was missing for over fifteen years, and now hidden behind some seldom-used travel books was Dorothea Brande’s super book on getting ahead in life. I thought that I had loaned it out, and the friend forgot to return it.
Out-OF-PriNt - still iN stylE
I went on line to see if I could replace that treasured book, only to find the out-of-print book listed for $300 on E-bay. That is a small price to pay since the principles in the book are worth more than three million dollars.
WOrds tO livE ByAs I removed the long-lost book from the shelf, it flipped open to a 3X5 card that I had used as a place marker many years ago. I had written on the card, “Act as if it is impossible to fail” -a principle I have followed throughout my business career.
takE stOCk iN thisI know that, as I read the book again, it will be worth more than the $8,000 stock certificate, but that is not the point of this article.
thEy dO ExistMy point is that there are hidden treasures in the basement of your brain,;though hidden from view, theydo exist. Most of those treasures are hidden in the last
place you would ever look... Your mind.
lOOk BEhiNd thE BOOksWhen is the last time you went into the basement of your mind (your mental library) to look behind the books to see the vast opportunities just waiting for you to discover?
OPEN yOur mENtal FilE CaBiNEt
I opened my mental file cabinet this morning and found an article that I am sharing with you in this month’s E-Zine. It was just sitting there on the shelf, waiting for me to write out the words on my computer screen.
ON thE OutsidE lOOkiNg iNStop looking outside of yourself for success. All the answers are within, not without, and if you do not look within, you may go without.
dO it NOWIs there a customer you have been wanting to call, but you don’t know how to approach the call? Look within.
Is there a business opportunity that you are hesitating to pursue because you don’t know where to begin? Look within.
Is there a book that you want to write, but you just can’t find the words? Look within.
OPEN yOur EyEsOpen the eyes of your mind, and you will be surprised at the hidden treasures you have, waiting to be unwrapped.
(a) Repeated Visits Establish A Business-Getting Contact. Do not be discouraged when you have to repeat your calls. Each successive time you call on a prospective customer, if done in the true salesmanship way, you will see the progress you are making.
(b) Never Leave A Customer As A “Hopeless.” When your prospect has goods or employment openings that should be advertised, keep making your calls until he does advertise in your paper. Since you know your paper’s advantage for producing results, your job is to convince your prospect of that fact. As long as you know your own ability to convince him, you must never suffer your own defeat by marking him down as “Hopeless.”
(c) Impress Your Customer With Your Sincere Desire To Serve Him Well. Never beg for any measure of business. Do not plead for it based on any measure of friendship. Sell paper space by compelling your customers to want to buy it. Your ability to render a real service will make that service worth buying. If you are not able to assist your customers in getting their money’s worth, then do not take their money. You must be alert to every new advantage you can work out for them.
(d) Tactfully Arrange A Definite Date For A Call Back. Never permit a doubt to defeat you. Go on the assumption always that you will get the business you seek. Any other assumption on your part defeats you before you begin. No matter what the reason is for your failure to get copy today, begin to find a way and a time when you will get it. Begin to arrange for a future call, based upon an adequate reason for
that call.
(e) Good Ad Preparation May Be Your Best Method. Make a study of your customer’s business just as if it were your own. Study his goods and his environment and conditions. Get down to his real needs and begin to try to solve them for him. When you suggest that you will work out a customized ad campaign for him, you are likely to discover a welcome spark of interest in you and what you offer.
(f ) Never Fail To Meet Engagements . I t i s an unpardonable s in in the sa lesperson to forget or ignore his engagements, but promptness has power. Be exacting with yourself.
Richard Clark offers great low-cost online ad-taking solutions, as well as sales and management training that pay for themselves, guaranteed. Find out more and see the demo at www.classifieddevelopment.com
5 SAPAToday8 SAPAToday
Sales Lessons You Have to Learn Sometime: #5 of 12 by Joe Bonura
Out With thE trash?My wife was cleaning our basement seventeen years ago, preparing for a move to our new home. For some unexplained reason, I decided to go through a box we were about to send out with the rest of the trash.
NEW iNvEstmENt stratEgySomething that appeared to be a stock certificate caught my attention as I quickly flipped through the musty files. It was a certificate that I had purchased ten years earlier on a recommendation I received f rom a client. He said that if I wanted to keep up with what was happening with his company, I should buy some stock so that I could receive regular updates. I purchased 100 shares at $10.00 per share for a total investment of $1000.
EurEkaSomehow the stock certificate ended up in a box that was relegated to the basement storage bin. Now, ten years later I was on the phone calling my stock broker to unload the measly 100 shares that I owned. I thought it would be nice to get my investment back. He said that the company had merged with another more successful company and that my 100 shares were now worth $80.00 per share, or “Eureka,” a whopping $8000. And to think we were about to throw it all away!
aNOthEr trEasurE FOuNdSeventeen years later, we are packing up to move again. I have over 2,500 books in my personal
library, and for many years, I could not find a copy of one of my favorite books on success: “Wake Up and Live: A formula for success that works.”
hiddEN WisdOmThe book was missing for over fifteen years, and now hidden behind some seldom-used travel books was Dorothea Brande’s super book on getting ahead in life. I thought that I had loaned it out, and the friend forgot to return it.
Out-OF-PriNt - still iN stylE
I went on line to see if I could replace that treasured book, only to find the out-of-print book listed for $300 on E-bay. That is a small price to pay since the principles in the book are worth more than three million dollars.
WOrds tO livE ByAs I removed the long-lost book from the shelf, it flipped open to a 3X5 card that I had used as a place marker many years ago. I had written on the card, “Act as if it is impossible to fail” -a principle I have followed throughout my business career.
takE stOCk iN thisI know that, as I read the book again, it will be worth more than the $8,000 stock certificate, but that is not the point of this article.
thEy dO ExistMy point is that there are hidden treasures in the basement of your brain,;though hidden from view, theydo exist. Most of those treasures are hidden in the last
place you would ever look... Your mind.
lOOk BEhiNd thE BOOksWhen is the last time you went into the basement of your mind (your mental library) to look behind the books to see the vast opportunities just waiting for you to discover?
OPEN yOur mENtal FilE CaBiNEt
I opened my mental file cabinet this morning and found an article that I am sharing with you in this month’s E-Zine. It was just sitting there on the shelf, waiting for me to write out the words on my computer screen.
ON thE OutsidE lOOkiNg iNStop looking outside of yourself for success. All the answers are within, not without, and if you do not look within, you may go without.
dO it NOWIs there a customer you have been wanting to call, but you don’t know how to approach the call? Look within.
Is there a business opportunity that you are hesitating to pursue because you don’t know where to begin? Look within.
Is there a book that you want to write, but you just can’t find the words? Look within.
OPEN yOur EyEsOpen the eyes of your mind, and you will be surprised at the hidden treasures you have, waiting to be unwrapped.
late night get-togethers from that very first conference. Both lifetime f riends and memories were made during those late night “pickin’ and playin’” sessions.
Over the years our handshakes turned into hugs, and he, his business partner and their staff became like family to us. Sometime in-between, I learned that Jerry had been a preacher before launching the Smokey Mountain Trader back in 1987. I was always intrigued by this and wondered why he had traded a pulpit for publishing, especially when I heard him occasionally pickin’ and singing an old time hymn with evident emotion. He had
his reasons, I’m sure. Even so, I still heard a message through that beautiful mandolin. I never asked.
When Steve and I decided to take the giant leap of faith and start this business, we had absolutely nothing but that faith, very little money and tremendous encouragement and support, not only from our family and friends, but this phenomenal association. Jerry was one of the first to offer help. “I’ve got a bunch of wire racks you can have,” he told us. “Just come and get ‘em.” And we did.
We made our way up to near Talbott, Tennessee and stayed with Jerry and his lovely wife, Judy, over the weekend. We had a blast; they were awesome hosts. We had all sorts of fun and I must have gained 10 pounds the way that they fed us!
Jerry was a never-ending s o u r c e o f a d v i c e a n d inspiration during those few days. Despite his wooly ways, I saw another side of Jerry that I had never known. And, after this weekend, I knew that I would never forget his kindness and generosity. Aside from the phenomenal business
man and friend he was, he was something else.
The morning that we were to leave and come home, I woke up early to music. At first, through my sleepy haze, I couldn’t quite figure out what it was, and then I heard it a bit more clearly. It was a piano or organ playing and the tune was very familiar to me, although I couldn’t quite place it without some coffee.
Intrigued, I put on my robe and followed the music down the hall. I rounded the corner to the living room just in time to hear Jerry singing the refrain, “So I’ll cherish the old rugged cross, Till my trophies at last I lay down; I will cling to the old rugged cross, And exchange it some day for a crown.”
I wanted to ask him again that morning about his relationship with the old rugged cross, but as I listened, the answer was clear - he knew every word, and his eyes were still dancing. Publishing had just been a hobby.
Jerry passed away on Tuesday, October 21, 2008, leaving a void in the lives of all who knew him.
9 SAPAToday4 SAPAToday
In Loving Memory of Jerry Baldwin continued
by Steve Chriest It may be time to dust off my notes for a talk I gave a few years ago about the challenges and opportunities of selling in a down economy. Little did I know then, in 2001, that the economic upturn that followed would be so short-lived. Before you can prepare to sell in a down economy you need to be sure you’re in one or will enter one soon. But how can you tell?Watch the fortunes of small business. Signals of an economic downturn begin to flash when small businesses cannot obtain the financing they need to operate and grow. It’s easy to forget that 90% of American businesses have fewer than 20 employees. As credit markets tighten, and small businesses are unable to secure financing for growth, or for weathering rough waters, it’s time to prepare for selling in a down economy.There are some other unconventional economic indicators I pay attention to when I think about how the economy is doing. Cutbacks in the routes of delivery companies like Federal Express and UPS usually appear as early warning signs of a general slowdown. Federal Express recently advised that it expected reduced revenue in 2008. When Hormel Foods Corporation, the maker of Spam, reports higher sales of the canned luncheon meat, as they indicate they will in 2008, you can bet that folks in large numbers are hunkering down for a recession!The causes of each economic downturn differ, at least slightly, from previous downturns. The housing industry, which was generally credited with propping
up an otherwise wobbly economy for the past several years, now is leading the economy into choppy waters. The large number of interest only, adjustable rate, no money down, no income verification, and no credit-required loans written during the housing boom, and the reality of declining house values, is now a prime cause of the bad moon rising.How then do you, the sales professional, survive and maybe even prosper when a bad moon rises and you find yourself selling in a down economy? There are
at least four things you can do to prepare to sell through an economic downturn:
- Stay in front of your customers.- Get to the senior executives in buying organizations.- Share success stories with senior executives that are relevant to their business.
- Manage your time as a guardian of your company’s resources.In tough economic times it’s vital that you stay in front of your customers, especially your best customers. One major caveat applies to this advice – only contact your customers when you have something of value to offer them, such as advice, an unusual perspective, or special knowledge. Never, I repeat, never, contact a customer during tough times and ask, “Do you have any orders for me today?” That inane question will drive customers to the nearest exit.Unfortunately, middle managers are often a primary layoff target when times get tough. This reality, however, presents an opportunity for you to meet with senior managers who might be inaccessible during boom times. Forget about “pitching” special programs and offers to senior executives at buying organizations. Rather, listen carefully to them and be sure you really understand their concerns and the challenges impacting their business.Senior managers are usually eager to hear about what other companies are doing to address tough issues and circumstances. Without divulging anything held by you in confidence, sharing success stories with executives is a powerful way to build your credibility and your business relationships with company leaders. You might, for example, share the experiences of an advertiser who used a particular marketing approach to expand their universe of potential customers.Finally, while it’s always important to effectively manage your time and your territory, it’s critical to optimize your selling time and guard your company’s resources during an economic slowdown. By pursuing only realistic, profitable sales opportunities, you can help ensure the best use of your time and of company resources – both of which are usually strained in a down economy.Most salespeople are notoriously poor planners, and preparing to sell in a down economy isn’t much fun. Keep in mind, however, the words of Sir John Harvey-Jones who offered this observation: “The nicest thing about not planning is that failure comes as a complete surprise, rather than being preceded by a period of worry and depression.”
How To Sell In ASlow Economy
By John Foust, Raleigh, NC
Sean spends a lot of time talking to his advertisers about consumer behavior. “A big part of my job is to help them manage their expectations,” he said. “I once learned that buyers generally fall into one of six distinct categories. By examining each category, my clients and I have been able to understand why an advertising tactic that works with one type of buyer will not work with another.”
Sean explained that the concept is easy to grasp, because we can all identify with the six categories. “It all depends on the product. Price may be a person’s dominant motive in the purchase of a widget, while brand loyalty may be the determining factor when buying a gizmo.”
Let’s take a look at Sean’s buying types:
1. Consumers who are loyal to you. My wife, Suellen, is loyal to a particular brand of car, and is currently driving her fifth consecutive model of that car. From her perspective, there is no need to consider anything else. Likewise, your advertisers have valued segments of their customer base – people who are loyal to them through thick and thin.
How do you appeal to Loyals in your advertising? Reassure them that, although your product may be “new and improved,” your standards of quality remain the same.
2. On the opposite end of the buying spectrum are those who are loyal to a competitor. If another car dealership tried to convince Suellen to switch to their brand, they would be wasting their time and hers.
This type of buyer cannot be won over with a single ad. The best chance is a long-running campaign of comparative advertising. Even then, there must be some measure of discontent for the buyer to consider switching.
3. Bargain hunters. These buyers are driven by price discounts, not brand loyalty. When Suellen and I go grocery shopping, we have an “either-or” mindset. Either Coke or Pepsi will be acceptable. We buy the brand with the best price.
4. Butterflies. These buyers thrive on change, and constantly move their business from one brand to another. New restaurant in town? Yeah, let’s try it. New neighborhood? Hey, let’s take a look.
How do you reach these buyers? Sell newness.
5. Investigators. A few years ago, we needed to replace our garage doors. Suellen is extraordinarily knowledgeable about house things (thank goodness), so she eagerly researched the options. She learned so much about garage doors that she could identify the various brands as we drove around our neighborhood.
By the time she figured out the best choice, I was in 100 percent agreement – because she had become a real authority on the subject.
How do you appeal to Investigators? Provide them with plenty of information.
6. Then you have the non-users. These are the people who are not now – nor will they ever be – prospects for particular products and services. In other words, don’t expect to sell surfboards to people who live in the Arctic or snow skis to people who live at the Equator.
(c) Copyright 2008 by John Foust. All rights reserved.
E-mail John Foust for information about his training videos for ad departments: [email protected]
3 SAPAToday
POSTAL OFFICIALS, POST RESULTS AND CALL FOR ACTION
In September 2008, the USPS Chief Financial Officer, Glen Walker, told the Postal Board of Governors that the service had lost 1.1 billion dollars through the first three quarters of the year. Walker avoided giving any year-end projections. Postal Service announcements, and the uncertain conditions in financial markets, led many to speculate that the Postal Service could see a two billion dollar loss at the end of its fiscal year.
POSTMASTER
In other announcements in meetings with customers and labor, the Postal Service made it clear that extraordinary times called for extraordinary measures. In meetings with the Board of Governors and with postal customers on Postal Customer Council Day, Potter stressed the need for the USPS and customers to work together to grow revenue and reduce costs. Postmaster General Potter stated that the Postal Service was facing unprecedented challenges with fluctuating oil prices, tight credit, weak retail sales, and continuing diversion of hard copy. He stated that the Postal Service had expected losses in mail volume of nearly 9 million pieces. The PMG and the USPS Chairman of the Board of Governors urged the Postal Service to pursue growth opportunities. Potter stated the Postal Service needed to “launch all ships” to seize opportunities, whether by using its pricing flexibility in competitive products, making changes in its network, or pursuing other market and product prospects to build revenues and cut costs.
Postmaster General Potter also took his
appeal to the USPS labor unions and employee groups. Potter stated that the financial condition of the Postal Service was poor, with revenues continuing to decline. He called upon the Postal Service unions and employee groups to work with the Postal Service and Congress to develop solutions to the Service’s problems. The PMG did not offer specific plans, but stressed the perils affecting the USPS in the face of declining volumes. Announcements were also made in September by the USPS Chief Human Resource Officers that a freeze would take place on all organizational structure changes, including position upgrades, position updates,
Calendar ofEvents
10 SAPAToday
Not All BuyersAre Created Equal
USPS MailCall to Action!
SAPA Publishers Retreat 2009: In the cold month of January SAPA will hold its annual Publishers Retreat and Board Meeting. Where can you go during that month to enjoy a little warmth and sunshine? Orlando, of course. Plan now to attend and be refreshed.
AFCP Annual Conference 2009: On April 23 - 25, 2009, AFCP will conduct their annual conference in Myrtle Beach, South Carolina. For more information go to their website: www.afcp.org or call 1-877-203-2327.
SAPA Conference 2009: In 2009 we’ll be in Louisville, Kentucky at the Hyatt Regency Hotel. The hotel is located across the street from 4th Street Live so there will be plenty to do. Mark your calendars now for August 28 & 29, 2009 in Louisville. Please give us a call at 1-800-334-0649 or email: [email protected] if you would like more information.
continued on page 11
2 SAPAToday 11 SAPAToday
SAPA Board of Directors
Past PresidentMike Woodard
Tuscaloosa Shopper & Reporter
Northport, AL205-333-7525
PresidentBill BowmanUp & Coming
WeeklyFayetteville, NC 910-484-6200
Vice PresidentRussell
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
TreasurerTony OnellionBargains PlusSlidell, LA
985-649-9515
Past PresidentGreg Ledford
Shelby Shopper & Info
Shelby, NC 704-484-1047
Board MemberJW Owens
Savannah Pennysaver
Savannah, GA 912-238-2040
Board MemberCaroline
QuattlebaumSoutheast Sun
Enterprise, AL 334-393-2969
SecretaryAlan Lingerfelt
The Piedmont Shopper
Danville, VA434-822-1800
Past PresidentGary Benton
Peddler ADvantageParis, TN
731-644-9595
Past PresidentBrenda Finchum
Coffee County Shopper
Manchester, TN931-728-3273
CornerIn each issue of SAPAToday we’ll look at one of the membership benefits you receive from the Classified Ad Network (CAN).
If I had this member benefit when I was a sales rep I might still be a sales rep. AdMall is the most important sales tool we have ever offered to our members. It is much more than a co-op tool; it is a complete system for managing sales activities.
Here’s an example: If I were going to call on a Honda dealer I would go to www.admall.com and enter a little information about the type of business I was going to call on. In less than seven (7) minutes I would have a complete sales presentation for that customer. The AdMall system makes any sales rep a professional and an expert in just about every type of business. If you’d like more information, call our executive director, Douglas Fry, at
position exchanges or requests for new positions. The announcement followed an offer made in August to offer early retirement for up to 130,000 clerks, mail handlers and supervisors.
SMC leadership is in the process of formulating a consensus position on postal rates and operations to take to the USPS. SMC believes its members, including the vibrant free industry paper industry, could present substantial growth opportunities for the USPS if the USPS could align its pricing of saturation mail, and operations requirements, with the competitive conditions faced by SMC members and our customers. A meeting with USPS officials and representatives of SMC and the free paper industry is scheduled to take place in October.
In August the Postal Service announced a
proposed rule to consider a future regulation that would require all detached address labels (DALs) to be automation compatible. The USPS invited interested persons to comment on the proposal. In comments filed with the Postal Service, the Saturation Mailers Coalition (SMC) went on record as supporting the Postal Service’s efforts to reduce costs by making the DAL automation compatible, but urged the USPS to delay making any final rule until the Postal Service proposed an alternative to DALs for on-piece, city route addressing that SMC has proposed and called “simplified but certified.”
SMC’s comments explained that the simplified but certified option had been designed by SMC members in an effort to help the Postal Service take the costs of the DAL out of the system.
USPS Financials &A Call To Action! Continued
January 15-17, 2009Buena Vista Palace Hotel & Spa
Downtown DisneyOrlando, Florida
Come fi nd out what Kidsville News! is all about and why it’sthe fastest growing children’s newspaper in America!
CONTACT: Bill Bowman, President or Nicole Burris, Director of Publisher [email protected] • 910-222-6200 or 877-4KVNEWS
VA LU E D PA R T N E R S :
It’s a TRUMAN WORLD After All and YOU Are Invited!
The Bi-Monthly Newsletter for the Free Paper Industry November - December|2008
In this Issue:
visit us at www.sapatoday.com
By Allison W. Hartley
Before I ever actually met Jerry Baldwin, I heard him. Although I didn’t have a face to put with that voice and that laugh, I was totally taken by it while making my way to the “meet and greet” at my first SAPA conference back in the Spring of 1996. SAPA (Southeastern Advertising Publishers Association) is an association of publishers and free papers spanning many states in the southeast. In truth, it is a big family, of sorts.
“Jerry, this is Allison.” “Allison, this is Jerry Baldwin from the Smoky Mountain Trader.” With his success he could’ve been wearing an Italian suit, but he wasn’t. He was scruffy, had on jeans and tennis shoes and had to shift his beer and cigarette from his right hand to his left to shake my hand. “Wadda ya doin’ with him?” he said with a New York accent, nodding to Steve (I liked that part especially). I noticed most that he had eyes
that danced, and he never quit smiling. I liked him immediately!
Later that night, after a l l t h e classes and meetings, we all gathered around the lounge area a n d J e r r y brought out his mandolin, and along with several other members who played something or another, strummed until the wee hours of the morning. Jerry definitely had a gift. He was a self-taught musician and could play not only the mandolin, but the fiddle, piano, organ and guitar. Those were the good ole’ days. This was tradition, so I was told, and I began looking forward to these
Southeastern Adver t i s ing Publ i shers Associat ion (800) 334-0649 (888) 334-0649 fax
page 2SAPA Board of Directors & CAN Corner
page 3Buyers Not Equal
page 5Hidden Treasurets
page 8Sales Lessons You Have To Learn
page 10Calendar of Events & USPS Call to Action
Southeastern Advertising Publishers Association
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