Magazine business turns a new page with training for sales team: Investment in employees boosts profitability and morale

摘要

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.