Book Sales Efforts Way Beyond Posters

Book Sales Efforts Way Beyond Posters; Yearbook Angels and Pursuing Non-Buyers

It’s spring. You still have books to sell. Something has to happen.

This is when Lisa Sherman kicks off her annual telethon.

“We run a non-buyers list report in eBusiness, which tells us who hasn’t ordered and provides contact information for their guardian,” the 16-year adviser from Edwardsburg, Michigan, said. “Then, each of my staff members takes a section of the list and makes personal phone calls to each individual.”

The cold calling adds another practical skill to the class. She posts a script on the whiteboard reminding students how to introduce themselves, talk about the yearbook and give ordering instructions.

“Week one, we call all non-buyers with the last names starting with A–L. In week two, we contact the remaining non-buyers with last names M–Z. Week three is for going back through all the lists and emailing parents who have still not purchased, even after the phone contacts.”

Book Sales Efforts Way Beyond Posters; Yearbook Angels and Pursuing Non-Buyers

The last week of the month, staffers send out a final reminder to the students’ email accounts. At that point, the guardians had heard directly from the staff twice and the student heard once. In one month.

An extra bonus: the staffers gained skills and confidence in business communications.

Each staffer has a goal of selling 10 more books by the end of the month. And that adds up. Sherman has seen a dramatic increase in sales through the telethon. Maybe this is the last-minute sales push you need.

HERFF JONES YEARBOOKS
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