Best Sales Repesentative
To Whom It May Concern, I feel very privileged to write to you to nominate Ashley Gilles as Sales Representative of the Year. Ashley is the most outstanding Account Executive that I have had the opportunity to work with and I am honored to tell you why she deserves such a prestigious award. Ashley started in May of 2012 and by the time I had the opportunity to meet her only six months later, she had already become one of the most seasoned sales members at the Daily. She had taken an average Classified Sales desk and developed it into one of the strongest and most sought after lists in the office. When I first started as an Account Executive, Ashley took me under her wing and showed me the ropes of Classifieds. Ashley has also been a great asset to her fellow staff members. Her enthusiasm is contagious. She is quick to volunteer to go on a meeting or write contract drafts with new and experienced sales staff. She encourages her co-workers to work harder and leaves them notes giving them “shout outs” for their accomplishments. What makes Ashley unique in her selling is that you can tell she truly wants to help her clients succeed. At the end of summer 2013, Ashley asked me to accompany her on a meeting with her largest account, a joint contract between two large-scale apartment complexes in the campus area. She definitely did not need my assistance but it was a great experience to see why her clients love working with her so much. Her genuine interest in her client shows through knowing even the smallest details about their business. Ashley never enters a meeting empty handed; she rewards her clients with coffee or treats. Because she is so invested in her clients’ success, her clients are equally as invested in the Daily. Her current contracts total over $89,000 in revenue this year. Ashley has also exceeded her goal for all but one month and has generated more than $124,000 during her 21 months on the sales staff. She is a go-getter a never stops trying to help her clients succeed and generate revenue for the Minnesota Daily. Ashley has also been fantastic in helping managers with training and idea generating. She has given presentations to her co-workers about the best ways to approach clients with Integrated Marketing Campaigns and sell them on it. She is also open to approaching us with any new ideas that she has. One of these ideas was changing our Bar and Beer Guide to a Drink and Dine Guide. This would not only expand possible content but would appeal to a wider variety of clients. We implemented the idea and the revenue for that special issue increased by 108%. It has been an absolute pleasure to work with Ashley for the past year. I have enjoyed developing ideas with her and have learned a lot from her during my time at the Minnesota Daily. Her willingness to lead is why we nominated her as the Senior Account Executive during the upcoming spring semester. In this position, she will coordinate with sales, creative and managing production departments to ensure that all ads are collected and placed correctly in each paper. I look forward to witnessing Ashley’s accomplishments in her last few months before she graduates in May. She is well deserving of the title of National Sales Representative of the Year for all of her dedication and hard work she has put into the Minnesota Daily. Sincerely, Brittany Swaine Classified Sales Manager Minnesota Daily (612) 435-2750
2221 University Avenue Southeast | Suite 450 | Minneapolis, MN 55414 Office: (612) 627-4080 | Fax: (612) 435-5865 www.mndaily.com
Personal Philosophy Dear CNBAM Judges, It is an honor and privilege to be representing the Minnesota Daily for the 2013 Best Sales Representative of the Year. I am eternally grateful for your consideration. I would not have this opportunity without the great training that I have received at one of the most reputable college newspapers in the country. I began working as a Classified Account Executive at the Minnesota Daily in May 2012. At the time, the luxury apartment market was at the tipping point of exploding. Developer and property manager Doran Companies was the visionary. Before even applying to the Minnesota Daily, I happened to have signed a lease with them for the following school year. My genuine interest in luxury student apartments started sparked my relationship with this client on the right foot. The fall of 2012 was when the campus housing transformation truly began. I warned the older apartment complexes of what buildings were coming next, and how to prepare through advertising. My expertise in student housing built trust with all of my clients. My approach to meeting with them wasn’t to sell, it was to inform. These development plans often make headlines, but also popular social media topics. Through searching for related hashtags like #Doran and #dinkytown on Twitter I find examples of what students are really saying about the developers and it is not always in their favor. My ability to be completely transparent through voicing the student’s opinions is valuable information to the client. When I get a chance to sit down and talk with the soon-to-be client, I give them the floor. I ask them provoking questions, which is my technique for gaining credibility with clients. In turn, they open up to me about their hopes, dreams, and fears, which I can turn into a business solution. In my meetings, I try and make it clear that I genuinely care about my clients and am willing to go the extra mile in order to best meet their needs. My go-to strategy is relationship building. I believe that nothing works better for both ends of the table than when you trust the person sitting across from you. When it comes to new business, I’m constantly seeking the best and biggest opportunities. I seek business that need to advertise, not the businesses that have the most name recognition on campus. My client roster is stronger not only because I have gained accounts, but also because I have built a trusting relationship with my existing clients. The previous Account Executive that held my list generated $51,261 of revenue in 12 months. In that same time frame one year later, I generated $64,154 of revenue. By gaining new client revenue, revisiting old accounts, and increasing IMC spending I successfully increased sales by 25%. Since I have started at the Daily, I have exceeded my goal by 149% on average, which accounted for 46% of my team goals, and 19.9% revenue for the department overall. In total, I have generated over $125,000 in revenue for the Daily. One of the biggest factors in my success is my fearless attitude. In every call and meeting, I remind myself that the worst thing that could happen is that the client says “no”. Hearing “no” does not intimidate me, but it does inspire me to overcome their objections and demonstrate how I have the opportunity to make a positive impact on their business. I am willing to take on every challenge with a smile, which has allowed me to have success with previously “difficult” clients. Not only do I build relationships with my clients, but I enjoy creating lasting friendships with the sales team and creative department as well. I love seeing my coworkers every day and coming into the office is always a pleasure. I am big dreamer, and so are my coworkers. I do whatever I can to help them succeed, so they can reach their goals too.
Personal Philosophy Cont’d. One of my big accomplishments that have helped my coworkers at the Daily is that I introduced a new way of creating Integrated Marketing Campaigns (IMC’s) with an innovative template on Excel. Previously, the ads were listed in a word doc, only showing the value of the advertisement and a total of what was saved during the span of a year. I trained the sales staff to use my new Excel template that listed the issue, the value of the ad, and the cost after the discount. By utilizing Excel formulas, this new IMC template is a much more efficient and accurate way to sell and allows clients to more easily understand the strategy Account Executives have created for the year. I believe one of the most important characteristics of a sales person is confidence. Knowing that you believe in yourself and what you are selling, and the client believes too. There are three parts to the definition of confidence that I have strived for since day one at the Daily: 1. The feeling or believe that one can rely on someone or something; firm trust. I’m very confident in my sales managers that they provide me with the guidance and materials needed to succeed. I’ve learned to trust them and seek valuable feedback from them. And of course, I want my clients to rely on me for their advertising needs to connect with the campus community. 2. The state of feeling certain about the truth of something. To be truly good at sales, you must believe in the product or service you are delivering. The Minnesota Daily has created a long-standing campus community of readership that values award-winning quality journalism. I have true passion and pride in working for the Minnesota Daily. I never miss an opportunity to promote the Daily at campus events with the marketing department. 3. A feeling of self-assurance from one’s appreciation of one’s own abilities or qualities. My ability to be resilient has increased tremendously. This job requires being in constant beta. Without the ability to bounce back after a rejection or bad meeting, I wouldn’t still be working in sales. One of my most sought-after opportunities was a very rude client. She would yell at me on the phone and hang up in frustration stemming from her demanding job. All I wanted was to help her business and I knew that the Daily could help. I left meetings almost in tears. I learned how to assure myself that I was doing a good job, and I would be stronger and more prepared for the next meeting. Today, when that client sees me her eyes light up and she greets me with a hug. I believe my sales and strategic communication abilities gained from the Minnesota Daily are far greater than any classroom. I have learned that experience is everything when it comes to gaining confidence.
Appendix I. II. III. IV.
Sales Records Work Examples - 7 West Work Examples - Doran and CPM Resume
Job Description Position Title: Account Executive Responsibilities: • Prospects and develops new business clients. • Makes sales calls on current and prospective customers. • Maintains account records. • Responsible for achieving sales goals. • Attends weekly sales meetings. • Assist at marketing and promotional events. • Responsible for collections. • Perform special duties as directed by the Sales Manager.
Sales Records DATE
GOAL
ADJUSTED AD REVENUE
DIFFERENCE PERCENTAGE PERCENTAGE PERCENTAGE OF OF TEAM DEPARTMENT REVENUE REVENUE
May 2012
$3,833.33
$5,643.00
$1,809.67
147.2%
51.8%
137.1%
Jun 2012
$1,200.00
$1,145.55
$54.45
95.5%
44.7%
10.5%
Jul 2012
$900.00
$2,970.50
$2,070.50
330.1%
59.9%
25.0%
Aug 2012
$1,500.00
$2,516.00
$1,016.00
167.7%
44.9%
10.1%
Sep 2012
$7,000.00
$9,846.19
$2,846.19
140.7%
43.4%
8.7%
Oct 2012
$4,000.00
$4,327.32
$327.32
108.2%
28.8%
5.2%
Nov 2012
$2,250.00
$3,680.22
$1,430.22
163.6%
40.4%
5.7%
Dec 2012
$3,000.00
$5,855.72
$2,855.72
195.2%
59.1%
15.8%
Jan 2013
$5,000.00
$882.02
$3,821.02
176.40%
49.70%
17%
Feb 2013
$13,000.00
$13,058.54
58.54
100.50%
57.70%
17.70%
Mar 2013
$6,910.00
$8,369.10
1459.1
121.1%
60.5%
15.3%
Apr 2013
$5,300.00
$5,859.50
$559.50
110.6%
48.4%
6.5%
May 2013
$5,550.00
$6,601.60
$1,051.60
118.9%
46.90%
10.80%
Jun 2013
$5,000.00
$8,859.40
$3,859.40
177.2%
56.60%
19.70%
Jul 2013
$2,900.00
$3,103.20
$203.20
107.0%
27.20%
15.40%
Aug 2013
$1,850.00
$3,308.40
$1,458.40
178.8%
47.20%
28.00%
Sep 2013
$12,400.00
$10,843.90
$1,556.10
87.5%
30.50%
8.00%
Oct 2013
$3,500.00
$4,223.22
$723.22
120.7%
30.20%
5.10%
Nov 2013
$3,600.00
$7,617.72
$4,017.72
211.6%
49.70%
12.70%
Dec 2013
$12,700.00
$15,335.40
$2,635.40
120.8%
42.40%
22.90%
TOTAL
$101,393.33
$124,046.50 $30,592.17
149.0%
46.0%
19.9%
Total Special Issue Sales 2013 my sales all sales
Over the past year I have generated 25% of special issue revenue.
Work Examples - 7 West
Rack Advertisement
Online Advertisement
This innovative Integrated Marketing Campaign Excel format I created encouraged 7 West to upgrade their contract to a Gold Package, the second highest offered by the Minnesota Daily. The value of their advertising increased by 95% and their total spending by 56% in 2013.
Gold Package Integrated Marketing Campaign
Work Examples - Doran and CPM
Doran Properties is the owner of six premier student housing apartments. In order to incorporate each of the five major properties in their online headline video box, I worked with my Minnesota Daily designer to create a GIF. Through my new detailed approach to the Integrated Marketing Campaign, I was able to secure Doran premium placement in special issues far in advance. Additionally, the majority of their print advertising is created by Doran’s in-house designer with my input on the messaging in the ad copy.
INTRODUCING
Newest & Most Dynamic Student Housing AT
THE
UNIVERSITY
OF
MINNES OTA
PR EMIER S TUDENT HOUS ING BY DOR A N R ES IDENTIA L
DINKYTOWN
DINKYTOWN
612.255.0444 • DoranResidential.com
LEASES START AS LOW AS $500 PER PERSON
College Property Management (CPM) is a major competitor of Doran Properties. CPM owns a number of large apartment complexes, the newest being 700 Washington. To maximize their exposure at the lowest cost I collaborated with my designer to combine the various properties into one ad.
Resume A passionate adventurer, yogi, friend, blogger, skier, violinist, believer & extrovert 763-381-7728 | 1415 Talmage Avenue Southeast Minneapolis, MN 55414 | gille295@umn.edu University of Minnesota - Twin Cities Bachelor of Arts in Journalism – Strategic Communication - Advertising Carlson School of Management - Business Management Minor The Minnesota Daily Senior Account Executive • Generated over $132K with sales goals exceeding on average 150% each month by collaborating with clients, design team, and sales team to create advertising solutions. • Responsible for the daily ad check in to ensure all ads are included in layout. • Transform the competitive housing market by driving an increase in luxury apartment leasing. • Advise over 20 businesses how to strategically reach students through print, digital and rack advertisements.
Graduation: May 2014
Minneapolis, MN May 2012 – Present
Minneapolis, MN Periscope Lead Brand Ambassador April 2012 - Present • Motivate enthusiasm, build relationships and engage consumers with personal experiences for brands such as, Target, Columbia Sportswear, Anheuser-Busch, Treasure Island Resort and Casino, Great Clips, Minnesota Twins, Timberwolves & Vikings. Minneapolis, MN Minnesota Advertising Federation Ad2 Student Ad Summit Social Analytics Intern, previously Brand Ambassador June 2012 - Present • Monitor, plan, and implement social strategies to increase engagement and awareness to students. • Create a professional networking experience for over 200 students by reaching out to sponsors and vendors. Minneapolis, MN National Student Advertising Competition - Mary Kay September 2013 - Present Focus Group Driver • Research and create a millennial targeted digital campaign for Mary Kay Cosmetics. Minneapolis, MN The BrandLab December 2012 - Present Community Manager • Drive support and awareness for The Brand Lab by creating social strategies, executing campaigns, publishing day-to-day content, and interacting with over 20 Twin Cities sponsors. • Develop social media engagement metrics and share insights with executive leadership. • Increased Twitter following by 300%. Minneapolis, MN BBDO Proximity Summer, 2013 Account Planning Intern • Researched new business in collaboration with the Director of Planning and presented findings to the CEO • Developed corporate diversity recruitment strategy case studies for Hormel’s VP of Communications. • Built bacon loving passion for Hormel Black Label Bacon through experiential events, social media, and a crowd sourced first annual International Bacon Film Festival. Minneapolis, MN University of Minnesota Food Industry Center Winter, 2013 National Grocer’s Association Competition Researcher & Presenter • Present strategic solutions to Chief Supermarkets based on research and strategy to live out their mission. Lunds Food Holding Inc. Minneapolis, MN Store Manager August 2007 - August 2012 • Motivated a team of 100 employees through leadership, task management, and problem solving skills.
University of Minnesota Advertising Club President, previously Treasurer • Coordinate weekly speakers and tours at Twin Cities’ advertising agencies. • Connect members with professionals, internship opportunities, and AdFed networking events. University of Minnesota Synchronized Swimming Team Treasurer & Travel Coordinator • Plan, manage, and utilize a $20K budget that is reviewed monthly and create detailed nation-wide plans. Sports Club Advisory Council Appointed Representative • Collaborate with other members in allocating the approximately $118K budget to 25 Sports Club teams. Women in Business - Carlson School of Management Charity Auction Model and Member Sheridan Story - Sheridan Charter School Food distribution volunteer team
Minneapolis, MN September 2011 - Present
Minneapolis, MN September 2011 - May 2013 September 2011 - May 2012
Minneapolis, MN Feburary 2013 - Present Minneapolis, MN September 2011 - Present