Magazine business turns a new page with training for sales team Investment in employees boosts profitability and morale

Magazine business turns a new page with training for sales team Investment in employees boosts... Purpose – This paper aims to describe a training program for the advertising‐sales team at magazine publisher Hachette Filipacchi. Design/methodology/approach – The paper explains the reasons for the training, the form it took and the results it has achieved. Findings – The paper details how all staff were trained on pitching, selling and negotiating in a recession and taking control of the sales process. In addition, the managers were trained on coaching for greatness. Practical implications – The paper reveals that, following the training, the company secured new advertisers and revenues while simultaneously boosting morale and retention rates among its sales team. Social implications – The paper explains that, in an industry not renowned for taking a long‐term view of the benefits of training, Hachette took the bold step of investing in its advertising‐sales team while its competitors were laying off staff. Originality/value – The paper highlights how the training helped to change the way in which the company sells. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Human Resource Management International Digest Emerald Publishing

Magazine business turns a new page with training for sales team Investment in employees boosts profitability and morale

Human Resource Management International Digest, Volume 19 (6): 3 – Aug 30, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0967-0734
DOI
10.1108/09670731111163473
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to describe a training program for the advertising‐sales team at magazine publisher Hachette Filipacchi. Design/methodology/approach – The paper explains the reasons for the training, the form it took and the results it has achieved. Findings – The paper details how all staff were trained on pitching, selling and negotiating in a recession and taking control of the sales process. In addition, the managers were trained on coaching for greatness. Practical implications – The paper reveals that, following the training, the company secured new advertisers and revenues while simultaneously boosting morale and retention rates among its sales team. Social implications – The paper explains that, in an industry not renowned for taking a long‐term view of the benefits of training, Hachette took the bold step of investing in its advertising‐sales team while its competitors were laying off staff. Originality/value – The paper highlights how the training helped to change the way in which the company sells.

Journal

Human Resource Management International DigestEmerald Publishing

Published: Aug 30, 2011

Keywords: Advertising; Publishing industry; Training; Awards

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