This new article, about what newspapers should want in their "Net 2.0" sales force, is a good example.
Beyond that snark, let's get to the meat of the article.
And, how much is an ad salesperson whom you also expect to be an "educator" and more going to want? Probably more in money, and more in non-monetary compensation, than a newspaper is going to pay based on the overall sales market in the area.
So, let's be skeptical of this:
(360 Ad Sales chief executive officer Ryan) Dohrn advises publishers to hire sales people who can be educators. “New products come out every day and they need to be able to teach people about them.” Communication plays a big part, but Dohrn said sales people should also “listen more and talk less” in order to find what advertisers need.
Even though “advertisers are fleeing print for digital,” said Dohrn, sales people are constantly requesting help on “how not to cannibalize print for digital.”
“The problem is marketing,” he said. “Look at where you live and at advertisers like car dealers and jewelers. They’re everywhere. They understand marketing 101. You need to advertise in multiple ways on multiple days.”
To be successful, Dohrn said sales people need to help advertisers understand multimedia. “Offer a better affordable package that includes print, social media and video. Don’t make it print verses digital.”
“Look hard at separating your print and digital sales teams,” Stein said. “If your digital revenue is 20 percent or more of your core revenue, consider spinning them off into separate sales teams and working in non-traditional ways.”
“The biggest change post-recession is lack of sales staff. There are not enough feet on the street, not enough inside reps making outbound calls to get back to pre-recession revenues,” (Janet) DeGeorge said. “Sales staff cuts have to be replenished in order to get the money back again.”