Peggy Woodard
Ad Sales Representative, The Goldendale Sentinel
How long have you been in media advertising sales, and how did you get your start?
My career in ad sales began in early March of 2019 when I stopped at The Goldendale Sentinel and asked if they had any jobs available. Lou Marzeles, the editor, said they needed some help in ad sales, we negotiated a bit, and here I am.
My start with sales, in general, began in 1994 when I opened a Christian bookstore in Goldendale with no prior experience or education in it. I remodeled three different condemned or partially condemned buildings as the years passed, and in the third one, in 2010, I added a tea room. The ministry part of the business was what I excelled in, but the business aspect was just not my “cup of tea.” In January 2017, I had to close.
In February 2017, I began working as a Pacific Northwest sales representative for the same national Christian distributor I used in my store, representing 16 different gift companies. Two years later, my position was discontinued when the company completed an internal reorganization, and I was unemployed for almost three months. That is when I stepped into The Goldendale Sentinel.
Who had the most influence in helping you become successful in sales?
Our advertisers have been a tremendous influence in helping me succeed. They are a joy to work with, and besides being extremely patient and encouraging during my initial learning curve, our relationships have only deepened in the almost four years I have worked with them.
Four individuals stand beside me every working day, supporting me by being patient, encouraging, and helpful: The Sentinel’s editor, Lou Marzeles; the owner and designer, Leslie Geatches; our bookkeeper, Naomi James; and my husband,
Jim Woodard. Without these people, I would not be able to do what I do.
And beyond a doubt, Jesus had everything to do with my success in ad sales. It was He who led me through all my life experiences, even when I was woefully underqualified, and brought incredible people into my life to bring me to this particular newspaper at this specific time, giving me the drive to be a help to The Sentinel, local businesses, and our community as a whole.
What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?
Emails alone will never bring in the businesses needed to increase productivity. There is nothing like face-to-face contact with business owners or managers when building the trust you need to grow your ad sales. Taking a sincere, personal interest in each advertiser and their business is probably the best advice I can give. Remember, it is not just a business or another ad on the runsheet you are dealing with, but people doing their best in their own life situations. An owner needs to know you have a genuine concern for their business to prosper. Sometimes, emailing a short note, stopping by their place of business, or giving a quick phone call just to see how they are doing, without trying to sell them something, goes a long way in proving your sincerity. I have found that my customers appreciate compassion without being sappy, with a bit of humor.
Practically speaking, contracted ads are a fabulous way to strengthen sales and relationships with advertisers because you can offer higher discounts. That makes the advertiser happy, and guaranteed ads are excellent for the publication. If a small business does not want to contract ads, bundling is always a great way to offer good discounts. When you tell an advertiser they will get “x amount of discount” for doing “x amount of print ads plus whatever size of digital,” it can pique their interest. Also, advertisers usually appreciate knowing you are concerned about their budget. Times are a bit tough for many businesses now, and if they think you are only out for the biggest ad you can squeeze out of them, they will shut you down. Let them know you are there to assist in their business’s success.
My last piece of advice is to have fun and not give up. If you enjoy what you are doing, people notice and respond more positively whenever you contact them, even if they decline at the time. Kindness and perseverance can produce positive dividends.