The yellow pages industry has gone through dramatic changes over the past decade as the industry grew from $13.7 billion in 2000 to a high-water mark of $16.75 billion in 2007 before plummeting to a projected $14.92 billion in 2010. In the midst of this economic turmoil the industry has faced a number of challenges but among the most difficult: a sales force dedicated primarily to print sales in 2000 with the professional title of sales reps evolving to full-time media consultants with strong background in the electronic world in 2010.
Sales Force Effectiveness in 2010: The Yellow Pages is an in-depth look at the size of the yellow pages industry and its evolution from the print world into the electronic age with approximately 20% of its revenue coming from online operations.
The overall report looks at the evolving sales force, where it started, its on-going training, its status now and where it is anticipated to go in the future.
Sales Force Effectiveness is designed to help publishers, suppliers and investors understand the challenges facing the industry.
Yellow Pages Industry Faces Sales Force Transformation, Simba Report Finds
Stamford, CT - Oct. 14, 2010 - The yellow pages industry has gone through many dramatic changes over the past decade as it has faced the onslaught of the digital world. One of the most difficult changes is the transformation of thousands of sales reps, primarily focused on print sales, into the demanding role of full-time media consultants, according to media industry market research firm Simba Information’s Sales Force Effectiveness 2010.
According to the report, yellow page companies are arming their new media consultants with fresh technology, from tablet PCs to BlackBerrys, and commanding new CRM systems to maximize efficiency. As opposed to solely selling print ads, media consultants will focus on bundles of exposure, including internet space, in order to compete with their digital counterparts.
“The print sales person is a job of the past as publishers invest heavily in retraining long-term employees and on-going training for new hires,” says David Goddard, senior analyst of Simba’s Yellow Pages Group and lead author of the study. “Those new hires are not sales reps; they are media consultants and they have to be good at it.”
The financial crisis may have sent tremors through some industries, but it was more like an earthquake to the yellow pages, driving down industry revenues by 7.4%. According to the report, this change in the sales force structure is expected to cut costs and increase the ability of yellow page companies to compete in the long-term, effectively gaining positive revenue by 2012.
Sales Force Effectiveness 2010 provides an overview of the industry, a comparison of sales staff vs. total employees, and revenue per employee and sales rep, as well as a look at revenue based on circulation and number of books. It is available at: http://www.simbainformation.com/redirect.asp?progid=79762&productid=2523104