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SalesTalk Magazine
Challenge:
Enhance an existing publication, without changing it beyond recognition — or acceptance
When Crider Associates assumed editorial management for SalesTalk magazine with the Jan/Feb 1998 issue, the publication was established and widely accepted. Nissan sales consultants nationwide were reading it and learning.
Our challenge contained elements of "If it works, don't fix it." We wanted to improve and adjust the magazine's look and content, while increasing its existing professionalism and appeal.
We knew we could bring value to this publication. But would we rankle readers with the changes? Could we take it to another level without leaving our audience behind?
Solution:
Identify audiences, and then listen and respond to them
Our first task was to craft a solid mission statement with goals for the publication. We carefully identified various audiences under the banner of “Nissan sales consultant.” Some of these sales consultants were new to Nissan, some new to import car sales, others new to automotive sales, and some were new to sales. Different audiences, different needs.
To ensure all needs were met, we created a voluntary Reader Advisory Board (RAB). The RAB consists of experienced sales consultants who agree to serve for two years. These committed veterans help us to become "instant locals" at the dealership level. They respond to surveys, help identify areas of special interest, and advise us on topics that are important to sales consultants at every level of experience.
In addition to taking over the content direction for the publication, we eventually took over the graphic design. We could craft a visual message that more fully supports the written message — which was now being enhanced with insider insights from the RAB.
A star is born
The recipe works. With its stories now more relevant to sales consultants, SalesTalk was transformed to a sales tool with a highly personalized approach. Many dealerships use the publication for training and meetings, while sales consultants copy articles to keep for reference.
The magazine's peer-to-peer approach has achieved solid levels of acceptance and credibility with the audience. Authentic anecdotes and interviews, engaging graphics, helpful tips, and in-depth skills articles earned it a reputation among sales consultants as a tool designed "just for them." It has also earned the magazine prestigious awards.
    
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