Robust Sales Model

Fundamentals

Attention

Gain the prospect’s favorable attention

Discovery

1) Find true reason for calling/cancellation

2) Find ways to sell value

Robust Sales Model

Fundamentals

Solution

1) Fix the problem, if there is one

2) Sell the value, or better yet, let

the customer sell themselves

Robust Sales Model

Fundamentals

Offer

Give the customer a reason to pay, and pay now, over the phone

Robust Sales Model

Fundamentals

Robust Sales Model

Fundamentals

Close

End on a positive note

The Six C’s of Coaching

Catch them in the act

The Six C’s of Coaching

Commitment to continuous

improvement

The Six C’s of Coaching

Compliment

The Six C’s of Coaching

Coach (Crucial Conversations)

The Six C’s of Coaching

Compare the Difference

The Six C’s of Coaching

Control

System

Add value on

every call

Selling Value

Things to Remember

Target Value

Through In-

Depth Discovery

Selling Value

Things to Remember

Deliver Compelling

Features and Benefits

Based on Targeted

Value

Selling Value

Things to Remember

Improved customer

experience

USA Today H.E.R.O.E.S

Our Expectations:

Higher

conversion

rates

USA Today H.E.R.O.E.S

Our Expectations:

Improved

Retention/Reduced

Churn

USA Today H.E.R.O.E.S

Our Expectations:

Inclusive training

design/development

Implementing HEROIC Change

Create Buy-In

Implementing HEROIC Change

Create Buy-In

Lots of hype with the

reps on the floor

Implementing HEROIC Change

Create Buy-In

Kick-off with VP of the

department

Implementing HEROIC Change

Training, Training, Training

Coaching Training: 3

Days – Supervisors,

Managers

Implementing HEROIC Change

Training, Training, Training

Rep Training: 4 Days –

All reps, even those

with minimal phone time

Implementing HEROIC Change

Training, Training, Training

New techniques with role

play and plenty of fun!

HEROES Retention Call Flow

•Gain the Subscriber’s

Favorable Attention

•Fully understand what the

subscriber loves about your

paper

•Find ways to add value – the

“Prize inside”

•Listen, Ask, “TELL ME MORE”

– Are there any underlying

issues?

•Handle subscriber’s

request/fix the problem

•Handle subscriber’s

request/fix the problem

•Give the subscriber a

reason to accept your

offer, today!

•End on a positive note –

reinforce the value!

0.0%

6.9%

13.2%

18.8%

23.7%

30.1%

35.2%

31.3%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Before

HEROES

Q3 2004 Q4 2004 Q1 2005 Q2 2005 Q4 2005 Q1 2006 Q2 2006

Saves

11.3%12.2%

19.4%

26.7%27.9%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005

Renewal Payment Percentages

3.0%

4.0%

5.2%

6.7%

7.3%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005

EZ-PAY Conversions

34.0% 33.8%

39.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Q4 2005 Q1 2006 Q2 2006

EZ-PAY Conversions

Impact on Retention

The HEROES initiative was one

of many elements (quality

starts, database intelligence,

rate strategies, etc.) that has

contributed to…

Impact on Retention

Retention: 8% Lift!

Churn: 21% Reduction!

Average Rate: 11.5% Increase!