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INN Peer Group Coaching: Sharpen Your Sales Skills

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Need help with your selling skills ahead of year-end fundraising to reach small business owners? Join INN's new sales peer group led by coach Ebony Reed, who spoke earlier this year at INN Days about selling sponsorships and the value of your nonprofit newsroom. Leave with the knowledge and confidence you need to raise more money and achieve sales success for your news organization in time for NewsMatch. Limited space.

Register once for all three sessions
$60 for INN Members | $75 for non-members


Session 1: Show Small Business Owners Your Value

Thursday, Sept. 6

Be ready for your year-end fundraising by sharpening your sales strategy for small businesses. Learn how to identify small businesses that can benefit from your marketing solutions. How do you also approach them to support your mission. Develop the 3-wide, 3-deep strategy, so you are never left without a contact at a company. Deepen your understanding of the buying process, so you know what a buyer is evaluating along the way. And brush up on how to talk value and show a business ways it can measure and appreciate ROI with its marketing spend.

Session 2: Facing Objections

Thursday, Oct. 4

Everyone wants to save money and it’s usually easier to say ‘No,’ instead of ‘Yes.’ However, you will be well suited to respond to common objections (need, price and value) by deepening your understanding of the sales process. Learn how the sales process works, where you are in that cycle with a prospect and how to listen for potential objection triggers. Once you understand the process, you can better anticipate objections and be ready for them. These techniques are also effective as you look to expand your individual donors to include small business owners.

Session 3: Planning Sales Success

Thursday, Nov. 8

Time management is one of the most important elements for sales professionals. Waste time and you lose money. Learn best practices and tips on how to structure your day for success and when to contact prospects. When should you schedule a meeting? Morning or afternoon? When is it best to cold call? Is it best to email or call on certain days? Also, learn the pieces to include in a sales campaign, so you can be effective with planned campaign efforts for year-end fundraising.

About the Coach

Ebony Reed, Director of Innovation & The Futures Lab at the Reynolds Journalism Institute, will lead the peer group. Ebony presented at INN Days in Orlando earlier this year about sponsorships and regularly teaches media sales at the Missouri School of Journalism. She formerly was a reporter in Cleveland, editor in Detroit, and has held various sales and business development roles at the Associated Press and ran an advertising team at the Boston Business Journal (ACBJ/Advance).

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Refunds up to 1 day before event

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