1. A review of your current YP program
2. An overview of all the new products that are available
3. A recommendation for your next year’s program
4. An ad redesign or, if you have just a listing, a potential ad
5. Statistics, testimonials, and usage studies specific to your industry
6. Answers to any of your questions
7. Continuity: that is, the same rep contacts you every year

Unfortunately, the last statement isn’t always the case. Many YP publishers prefer to “churn” or rotate accounts and you may get a new rep annually. But the other six items should be part of every call. But this is not a one-sided contact. There are several things you should also provide, many before the contact takes place:

1. A list of any changes in your business, that may affect your advertising
2. An overview of any other marketing you are currently involved in
3. A history of all your YP ads, in an “archive” binder
4. Ideas for improving your current ad
5. A list of questions for your rep
6. Tra
   Getting A Handle On Your Telephone Time
   Keep in mind that the phone will likely derail your schedule if you let it. Put the answering machine on during working hours. When you do choose to answer the phone (and remember, it's a choice, not a requirement), limit the time you spend on each call. That's easier said than done, which is why you should keep an egg timer near your office pho
   be contacted by the rep and should be aware of some basic truths. What qualifies me to give them to you, you may ask? Because I was a YP rep for 25 years, owned my own advertising agency prior to that and have a degree in marketing. So, with those credentials, let’s look at the rep. On every call they should be providing:
   1. A review of your current YP program
   2. An overview of all the new products that are available
   3. A recommendation for your next year’s program
   4. An ad redesign or, if you have just a listing, a potential ad
   5. Statistics, testimonials, and usage studies specific to your industry
   6. Answers to any of your questions
   7. Continuity: that is, the same rep contacts you every year

   Unfortunately, the last statement isn’t always the case. Many YP publishers prefer to “churn” or rotate accounts and you may get a new rep annually. But the other six items should be part of every call. But this is not a one-sided contact. There are several things you should also provide, many before the contact takes place:

   1. A list of any changes in your business, that may affect your advertising
   2. An overview of any other marketing you are currently involved in
   3. A history of all your YP ads, in an “archive” binder
   4. Ideas for improving your current ad
   5. A list of questions for your rep
   6. Tr
      Training Evaluation Made Easy
      The training world and its dog (and cat) have their own opinion on evaluation and assessment and we seem to hear the same argument time and time again. Usually around ROI and finding things to measure.Like many who got into Training, I done so, because I like helping people (ok, and showing off!!) I love getting up in front of an audien
      r current YP program
   7. An overview of all the new products that are available
   8. A recommendation for your next year’s program
   9. An ad redesign or, if you have just a listing, a potential ad
   10. Statistics, testimonials, and usage studies specific to your industry
   11. Answers to any of your questions
   12. Continuity: that is, the same rep contacts you every year

   Unfortunately, the last statement isn’t always the case. Many YP publishers prefer to “churn” or rotate accounts and you may get a new rep annually. But the other six items should be part of every call. But this is not a one-sided contact. There are several things you should also provide, many before the contact takes place:

   1. A list of any changes in your business, that may affect your advertising
   2. An overview of any other marketing you are currently involved in
   3. A history of all your YP ads, in an “archive” binder
   4. Ideas for improving your current ad
   5. A list of questions for your rep
   6. Tr
      EPA Regualtions Raise the Bar for Industial Air Quality Testing
      Far-reaching environmental legislation continues to change the way Americans live, work, and run their businesses. For the past decade and a half, companies have worked toward meeting the latest air quality standards set by the Environmental Protection Agency (EPA).In 2005, regulations introduced by the Clean Air Act of 1990 came into ful
      at is, the same rep contacts you every year

   Unfortunately, the last statement isn’t always the case. Many YP publishers prefer to “churn” or rotate accounts and you may get a new rep annually. But the other six items should be part of every call. But this is not a one-sided contact. There are several things you should also provide, many before the contact takes place:

   1. A list of any changes in your business, that may affect your advertising
   2. An overview of any other marketing you are currently involved in
   3. A history of all your YP ads, in an “archive” binder
   4. Ideas for improving your current ad
   5. A list of questions for your rep
   6. Tr
      Value Generation Through Business Process Monitoring
      Business process monitoring helps those in authority determine the exact situation of the flow of all business processes and how they are carried out in real time. Alerts are sounded, indicating possible breakdowns of business processes while business process monitoring systems are installed. Initially, firms were hesitant to use business-monito
      many before the contact takes place:
      1. A list of any changes in your business, that may affect your advertising
      2. An overview of any other marketing you are currently involved in
      3. A history of all your YP ads, in an “archive” binder
      4. Ideas for improving your current ad
      5. A list of questions for your rep
      6. Tracking results from last year’s ad: i.e. how many people saw it, called, etc.

      The tracking should have been part of the previous program so you know how well the ad worked. Without it, how do you know it worked and if it did or didn’t, why? What part of the ad (headline, artwork, etc.) was the most or least effective?

      If you and the rep are ready for the call, it will go more smoothly and be productive. Treat it as though it will be the only time you will be make contact and remember, you’re the one that pays the bill. Which brings me to the original question.

      If you have already figured out that they work for you, think again. The publisher pays them and therefore they owe their allegiance to them first. That is the ultimate truth. So, when they are told by the publisher to push a particular product or service, it might not always be in your best interest. There are many other pitfalls to avoid and ways to handle your rep. Most of them can be found in a booked titled, “Inside the Yellow Pages.”