Sales rep continuity can matter tremendously when selling online ads. Fritz Hall, President Benton Foundry, has doubled his annual advertising budget spent with Thomas Regional Directories online over the past 5 years. He told me the reason was not just because he's sure the ads are working, but also because, "a lot of it has to do with the people I've been furnished to work with at Thomas. They are very knowledgeable people who know what they're selling. They never approach me with one size fits all. They come in and figure out what I need."
He adds, "They have not had a big turnover in salespeople over the years. Consequently, you have the same people call on you every year. They get to know something about your business. That has an awful lot to do with my final decision."
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