Yellow Pages publishers have been fighting an increasingly
intense battle for share of the local advertisers wallet.
The competition comes from fellow directory publishers and
from an increasing array of other competitive local media,
both traditional and digital. It is easy in this kind of environment
to allow the sales conversation to revolve exclusively around
price mine is cheaper than theirs is,
or I can beat that deal. If some discussion
of value is not entered into the equation, this kind of interaction
can drive down the perceived value of Yellow Pages.
is no question that price is a leverage point for all publishers,
in particular competitive publishers (including incumbents
expanding out of territory). And using price as a competitive
differentiator is certainly fair game. Aggressive pricing,
however, must also be tied to some component of value, or
else the true meaning of a price difference between two competing
products becomes unclear. This document looks at bringing
value back into the sales discussion. One key message is that
a value-based sales approach is a major undertaking involving
training, sales planning, marketing and information technology.