Magazine business turns a new page with training for sales team: Investment in employees boosts profitability and morale

Abstract

Purpose

This paper aims to describe a training program for the advertising‐sales team at magazine publisher Hachette Filipacchi.

Design/methodology/approach

The paper explains the reasons for the training, the form it took and the results it has achieved.

Findings

The paper details how all staff were trained on pitching, selling and negotiating in a recession and taking control of the sales process. In addition, the managers were trained on coaching for greatness.

Practical implications

The paper reveals that, following the training, the company secured new advertisers and revenues while simultaneously boosting morale and retention rates among its sales team.

Social implications

The paper explains that, in an industry not renowned for taking a long‐term view of the benefits of training, Hachette took the bold step of investing in its advertising‐sales team while its competitors were laying off staff.

Originality/value

The paper highlights how the training helped to change the way in which the company sells.

Citation

(2011), "Magazine business turns a new page with training for sales team: Investment in employees boosts profitability and morale", Human Resource Management International Digest, Vol. 19 No. 6, pp. 20-22. https://doi.org/10.1108/09670731111163473