( ITS A CASE STUDY, on Sales Management subject )

The Telegraph (which publishes The Daily Telegraph, The Sunday Telegraph, and the online version of The Telegraph), founded in 1855, is widely viewed as the national newspaper of record in England. Due to its many awards and news-breaking journalism, it holds a strong, international reputation as one of the highest-quality newspapers in the world. The newspapers circulation is around 300,000, down a great deal from its high of around 1.5 million. You can view more details about the paper at its website: www.telegraph.co.uk/.

Assume that today you are calling on Skylyn Richards, senior advertising manager of Barnebys Auctions. Barnebys has opened a series of websites that feature online auctions of art, antiques, and design. You can view more details about Barnebys at its website: www.barnebys.com/.

You are planning to discuss having Barnebys place ads in both the online and print version of The Telegraph.

Questions

Here is a list of possible objections you think might occur during this first meeting with Skylyn. Assume that each objection for this question is actually an untrue statement. For each objection, provide a possible response, and label the method you used. Make any assumption necessary to create your responses.

a. Advertising with you costs more than with other papers in London.

b. You have never dealt with an auction house before, so you couldnt know what our needs are or how to address them.

Here is a list of possible objections you think might occur during this first meeting with Skylyn. Assume that each objection for this question is actually a true statement or an opinion. For each objection, provide a possible response and label the method you used. Make any assumption necessary to create your responses.

a. I never did like your paper because it is too conservative leaning.

b. The circulation of your paper is way down from its high of years ago. Im afraid it could fold.

Sources: The London Telegraph; Barnebys.