1. The Art of Selling Deals
#2ndstdeals

2. How to Interact with Us
Twitter Hashtag:
#2ndstdeals
Note: We are recording this
webinar and you will receive an
email with links to the recording
and the slide deck.
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Questions Panel
#2ndstdeals

3. Who We Are
□ Increase ROI, Build
& Engage Audience
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#2ndstdeals

4. Deadline Deals
A truly white label deals provider
To date, Deadline Deals has executed
• More than 3,000,000 gift cards sold
• On more than 400 local media sites
• More than 900,000 consumers have
purchased deals through our partner’s
sites
#2ndstdeals

5. Speakers
Matt Chaney Jeff Shabram
Director of Affiliate Success – VP of Digital/Director of
Deadline Deals Digital Advertising
Second Street Omaha World Herald –
Midlands Newspapers
#2ndstdeals
#2ndstdeals

6. Agenda
• Organization
• Prospecting
• Standing Out in a Crowded Field
• Deal Approval & Negotiations
• Wrap-up
#2ndstdeals
#2ndstdeals

7. Organization
#2ndstdeals

8. Sales Focus is Key
Months in GREEN are ones
with a dedicated rep
#2ndstdeals
#2ndstdeals

9. Sales Team
Team Structure
– Who’s selling deals
– How are they organized
Characteristics of a Good Deals
Salesperson
 Aggressive - a hunter
 Won’t accept a deal just to fill the
calendar
 Has a deal in mind ahead of call
 Understands traits of a good deal
#2ndstdeals
#2ndstdeals

10. Keeping Deals Top-of-Mind
• Top down focus
• Sales training
• Sales contests
• Competitive tracking
• Review key accounts
list
• Target lists – monthly
reviews
#2ndstdeals
#2ndstdeals

11. Training Reps to Get the Right Deal
Get “Cream of the Crop”
Products and Merchants
 Focus on the Successful
Categories
 Aim for Peak Season
Deals such as Golf, Yard
Care and Holiday Sales
 Go after the Core
Products and Services of
that Business
#2ndstdeals
#2ndstdeals

12. Setting Goals for Deals
• New customer acquisition
• Historical data
– Competitors
– Your own
• Seasonality
– Best categories
– Territory make-up
• Reps getting annual deal
contracts
#2ndstdeals
#2ndstdeals

13. Goals and Incentives for Reps
 Establish NET goal per sales rep
 Incorporate deals into digital goals
 Focus incentives on:
 New business
 Bringing in target accounts
 Target categories
 Top deals – highest NET revenue
& most sold
 Make it worth their while
#2ndstdeals
#2ndstdeals

14. Support Structure for Deals
Use existing
infrastructure
– Fulfillment
– Production &
Design
– Customer Service
#2ndstdeals
#2ndstdeals

15. Prospecting
#2ndstdeals

16. Category Mix By Revenue
Travel
4%
Services Beauty
9% 19%
Retail
9% Event
Based on 4%
Internal Product
400+ Sites 0%
Recreation
16%
Restaurant
39%
#2ndstdeals
#2ndstdeals

17. Merchant Appeal Checklist
 Strong Brand
Awareness
 Relevant Location
 Multiple Locations
 Capacity
 Financially Stable
 Positive Online
Presence
#2ndstdeals
#2ndstdeals

18. Where to Find Top Prospects
• Successful Past Deals
• Competition
• Review Sites (Yelp)
• Our Own Content &
Reviews
• Reader’s Choice Polls
• Active Advertisers
• Chamber Members
#2ndstdeals
#2ndstdeals

19. Target Lists & Key Accounts
• Produce a List of Target Categories for Optimum Deals
– Set a Target Time Frame
– Assign Sales Reps Responsible for the Category, Target Results
and Deadlines
– Create a Target List of Businesses on a Monthly Basis
– Optimum Run Dates
– Optimal Deal for Business
– Ensure Follow Through for Optimum Run
• Produce Selling Materials to Target Key Accounts
#2ndstdeals
#2ndstdeals

20. The Pitch
Focus on the Quality of Audience and the Additional Media Exposure
– Print Readership, Online Reach, E-Mail List, Social
– Your Readers Demographics, Trusted Source, Higher Income, Loyal Readership
– Strong Potential for Repeat Business, Opportunity to Extend Promotion
#2ndstdeals
#2ndstdeals

21. Standing Out in a
Crowded Field
#2ndstdeals

22. Local Media and Deals
Trusted Info Affluent
Source Audience
Ongoing Ad Key Client
Options Relationships
Local Multiple
We’re Local Media
Media Promotions
#2ndstdeals
#2ndstdeals

23. Selling Against National Sites
We Reach More Valuable Customers!
• Reach Potential Customers with
Better Demographics
– More Desirable Age Bracket
– Higher Income Levels
– Family Consumers
• Higher Spend per Visit
• Increased Potential for Repeat
Business
#2ndstdeals
#2ndstdeals

24. Deals are Advertising, too
#2ndstdeals
#2ndstdeals

25. Top Objections
“I don’t need to advertise.”
“I’m already busy – I don’t need more
business.”
“I want to promote this [product], not
that one.”
“I don’t do discounts.”
#2ndstdeals
#2ndstdeals

26. Deal Approval &
Negotiations
#2ndstdeals

27. Good Deals are a Balancing Act
Merchant
Needs
Audience
Interests
Revenue
Goals
#2ndstdeals
#2ndstdeals

28. Negotiating a Deal
Leverage your strengths to get the deal you want!
Promotional Power Local Presence
 Highly Visible Print Ad  Local Site for Local Consumers
 Post Deal Throughout Your  Supporting the Local Community
Website
 Trusted Local Source for News and
 Produce a Strong E-Mail list Information
 Inspire Strong Social Media
 Local Support for the Consumer
Interaction
with Long Term Relationships
 Target the Promotion
Appropriately to the Deal  Local Support for the Advertiser
with Long Term Relationships
#2ndstdeals
#2ndstdeals

29. Getting Multiple Deals
Site Benefits
• Build your inventory
• More efficient selling
• Lock-in top customers
• Plan ahead for deal stores
Merchant Benefits
• Gives advertiser consistent
marketing
• Ability to offer different types of
deals
• Bonus promotions for annual
contracts
#2ndstdeals
#2ndstdeals

30. Deal Appeal Checklist
 Aligns With Your Audience
 Deal is Unique
 Priced Appropriately
 Few Restrictions
 Bonus Offers
 Expiration Date
 Deal Category
 Right season
#2ndstdeals
#2ndstdeals

31. The Deals Committee
 Focused discussion on deals
 Establish approval criteria
 Refine new deals
 Discuss negotiation terms for large deals
 Track & discuss the competition
 Learn from past deals
#2ndstdeals
#2ndstdeals

32. Deal Rejection
Quick Tips
 Point to established
approval criteria
 Look to refine
deal, if possible
 Why rejected?
 Recommend other
advertising options
#2ndstdeals
#2ndstdeals

33. Advertising Conversion Model
Conversion Example:
• Gross Revenue is $5,000
• Less Platform Fees of (Assume 10%)
Nets $4,500
• Net 50/50 split - $2,250 to Both
Advertiser and Media Company
• Or Offer Advertiser an Advertising
Match on Their Share and Provide
$4,500 of Advertising for Their
$2,250.
#2ndstdeals
#2ndstdeals

34. Revshare vs. Ad Conversion
Traditional Revshare Ad Conversion Model
Based on Gross Revenue of
$120,000 $1,500,000 $120,000
$345,000
$690,000
$690,000
$1,035,000
Advertiser Share Media Company Share Platform Fees Advertiser Share Media Company Share Platform Fees
#2ndstdeals
#2ndstdeals

35. Post-Deal Follow-through
Goal: to build a long-term relationship by giving
merchants the tools to advertise consistently
Deals
Ongoing
Branding
Offers
#2ndstdeals
#2ndstdeals

36. Wrap-Up
#2ndstdeals

37. Key Takeaways
1. Must keep sales pressure on to be successful; not
flavor-of-the-month product
2. The deals and merchants you run are a reflection of
your business – choose wisely
3. Create deal approval criteria & share it
4. Leverage your top assets: promotions & audience
5. Work to build long-term relationships with
advertisers with multiple deals & the Ad Conversion
Model
#2ndstdeals
#2ndstdeals

38. Questions?
Matt Chaney Jeff Shabram
Director of Affiliate Success - Deadline Deals VP of Digital/Director of Digital
chaney@secondstreet.com Advertising
619-333-0444 Omaha World Herald – Midlands
Twitter: @mattchaney Newspapers
jeff.shabram@owh.com
#2ndstdeals
#2ndstdeals