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.
Human Resource Management International Digest – Emerald Publishing
Published: Aug 30, 2011
Keywords: Advertising; Publishing industry; Training; Awards
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