Sales and marketing terminology
Terminology / Acronyms ABC figures: This is the independently
audited sales figure for all recognised publications in the UK.
By using the ABC figure, you can quickly establish how much the
advertising will cost per 1,000 readers.
Account Managers: These are sales people who have great skills
in getting repeat orders and maximising revenue returns from
existing accounts. It is very rare that a good "Account Manager"
will be good at winning new clients.
Blue Bird: This is an unexpected sales opportunity that has a
high chance of turning into profitable business.
BRAD: This book lists every UK publication including magazines,
newspapers, vertical publications etc. It also contains key
information i.e. "ABC figures", advertising deadlines etc and is
one of the most useful tools available if you are looking to
place advertising or embark on DIY PR.
Comfort Factor Statements: Also known as credibility statements
they show that you can deliver exactly what you say you can.
They must not be emotive i.e. include words like "the best",
"fantastic", "amazing", "superior" or contain anything that
cannot be proven i.e. "high level of customer satisfaction",
"unparalleled support", unless supported by facts.
Commission Plans: This is how a salesperson is paid for their
efforts. It is strongly advised that you include a minimum
contribution and ensure that if you plotted a graph of gross
margin and percentage of target it would create an incremental
curve.
CRM: "Customer Relationship Management" This is software that
organises all your sales contacts, schedules activities and is
used in targeted marketing campaigns. This is vital to all sales
operations and there are many packages to choose from costing
anything from