Training Program
Summary
We have two levels of training at Central Michigan Life. 1) The initial training process when an account executive is first hired. 2) The constant ongoing training we provide our staff. We never stop learning and sharpening our skills. And, we have ONE important goal: Make it FUN! Learn through the laughter and make the experience at CM LIFE last for a lifetime.
NEW REPS
Our training process begins well in advance of the student Account Executive’s official beginning day in their sales territory. For the benefit of our customers and our bottom line, we want to experience as little “downtime” as possible in a sales territory. We keep a running log of the current staff’s graduation dates, and prepare a hiring plan according to the number of openings we will have available in the next two semesters. If we only have one opening, we will hire closer to an actual start date, as we have more one-to-one time with that student. When we have more than one opening, (which is usually every semester), we will fill the positions 6-8 weeks out, longer if the new representative isn’t starting until the Fall semester.
436 Moore Hall • Mt. Pleasant, MI 48859 (989) 774-3493 • advertising@cm-life.com
CENTRAL MICHIGAN UNIVERSITY
SUMMARY...continued In a typical Fall Semester, we will begin with help wanted ads in September, interviews in October and hire at the beginning of November. The new hires will be trained for the months of November and December and will start in their territories the first week of January with the start of Spring Semester. In the spring semester, we start the process all over again with employment ads beginning in January, interviews in February and hires made before students leave for Spring break (1st week of March). When the students return from Spring break, they start the training process through March, April and early May. Our first step after hiring, is to set up training dates with each incoming sales person. Each new sales trainee is assigned to one of our 3 Advertising Managers and a Senior Account Executive. The training process is overseen by the advertising manager, and the senior account executive is who they shadow during the process. The training will begin with review of the CM LIFE Advertising Department Handbook. Each section is carefully studied and practiced, so the new employee will be as familiar with the operation, policies, procedures and paperwork as possible. This is an ongoing process for the rest of the training period. The second step is a complete tour of the facility, with introductions to staff members and their roles in the organization. When possible, we also tour the printer’s facility so the student can grasp the entire process involved in getting a daily newspaper produced. In addition, the new “trainees” are required to attend our weekly sales meeting to get acquainted with office culture, student and professional staff managers. While job shadowing, the “senior” sales member has the “trainee” handle all procedures related to processing ads and customer service issues. The “trainees” will thumbnail the ads, handle the scheduling of the ads, proof the ads with the customers, and clear the ads for press. They will learn about deadlines, special sections, handling objections, bad credit and collection. During this shadowing process, new account executives are given their official Central Michigan Life/Central Media Cafe notebooks. These notebooks contain everything a rep should need when talking with their customers: media kit, publication schedules, distribution lists, special section calendars, special section flyers, weekly and monthly specials, competitive media information, statistics, etc.) The new rep learns through the senior rep how to best use this notebook when working daily with customers. When the new representative feels they are ready, they can choose to start making calls on their own. This is usually reviewed upon with the rep, the senior rep and the sales manager. We will have them start with cold calls or new customers. This gives them an opportunity to practice their skills while waiting for their account lists to become ready. About one to two weeks before semester end, the new account executive will begin the process of meeting their new accounts. This is done by face to face introductions from the departing representative. This gives the customer an important adjustment opportunity and can review things directly with the old rep and the new one. The new account reps are then given their team and individual goals for the first month of the new semester. All new account executives are on a probationary period their first semester. Their progress is charted by call sheets, spec ad production, achievement toward goals, teamwork, commitment to the job, peer attitudes and reviews with selected customers. It is a constant monitoring process. The student advertising managers handle every aspect of the training process. This provides continuity to the program and great leadership experience for the student managers. The adviser oversees the process, and handles questions and offers suggestions. There is constant feedback between the new hires, the senior staff, the professional staff, the student managers and the adviser.
SENIOR REPS Training for senior reps is an ongoing process, and is covered in our attached calendar This training takes place the first two weeks of the Fall semester and then weekly after that. If a senior rep has been identified as someone who might need additional support in certain areas, the Advertising and Training Managers will identify a course of action for that rep.
Summary
CENTRAL MICHIGAN UNIVERSITY
TRAINING SCHEDULE JULY WEEK 3. Set up Facebook Group Page. Start countdown to game and return of staff.
AUGUST
WEEK 1. Utilize Facebook to play a refresher-course game with returning staff members. Pose questions that can be found on advertising website, www.centralmediacafe.com. Game helps to shake off the cobwebs and prepare them for return. Points earned in game counts toward contest during September. WEEK 2. Ad staff returns. Review of changes made over the summer to media kit, office, procedures. Reresher courses in Effective Advertising, The Art of Closing, and Needs Analysis. Guest speakers from Journalism department and business school. Team-building exercises conducted. WEEK 3. Training continues in Cold Calling, Client Presentations, Handling objections, Radio and TV sales. Guest speakers from advertising professors and advertising agencies. Team-building exercises conducted. Team pictures taken. WEEK 4. Determine number of positions to fill for next semester. Design house help wanted ads. WEEK 4. Weekly sales meetings begin.
SEPTEMBER WEEK 1-4. Ads run in newspaper for Account Executives. WEEK 3-4. Classroom presentations in Journalism, Sales, Advertising and Marketing courses for sales positions at CM LIFE. Recruiting at PRSSA and Ad Club, too. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings.
Welcome back package for ad reps. Each year we have a theme for our training - motto for the year. “LifeSaver” shirts, and glasses. Along with media kit, business cards, and training agenda.
OCTOBER WEEK 1-2. Interviews conducted for all applicants WEEK 3-4. 2nd Interviews for top candidates. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings.
NOVEMBER WEEK 1. Introduction of new hires to Central Michigan Life. WEEK 2-4. New hires assigned to Senior Account Executive. WEEK 3-4. New hires given their own CMLife sales notebook, weekly meetings are now mandatory for new hires. WEEK 4. New hires given an open account list. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings.
DECEMBER WEEK 1. New account lists assigned. January team and individual goals given. Probationary period ends. CHRISTMAS PARTY! This year’s theme: Be a “Life-Saver”. Focus staff on what we ALL need to do to keep CM Life “afloat”. Everyone got a shirt in their favorite color, with a motivational saying on the back.
Training
CENTRAL MICHIGAN UNIVERSITY
TRAINING SCHEDULE ... continued JANUARY WEEK 1. Determine number of positions to fill for next semester. Design house help wanted ads. WEEK 2-4. Ads run in newspaper for Account Executives. WEEK 3-4. Classroom presentations in Journalism, Sales, Advertising and Marketing courses for sales positions at CM LIFE. Recruiting at PRSSA and Ad Club, too. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings. More team pictures!
FEBRUARY WEEK 1-2. Interviews conducted for all applicants. WEEK 3-4. 2nd Interviews for top candidates. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings.
Games such as Jeopardy are often used in our training tips session during our Friday sales meetings. They help to reinforce our knowledge of our products while spurring on a little competition among the staff.
SPRING BREAK MARCH WEEK 3. Introduction of new hires to Central Michigan Life WEEK 4. New hires assigned to Senior Account Executive. WEEK 3-4. Training tips and team building exercises continued at weekly sales meetings.
APRIL WEEK 1. New hires continue to shadow Senior Account Executive. WEEK 1. New hires given their own CMLife sales notebook, weekly meetings are now mandatory for new hires. WEEK 2. New hires given an open account list. WEEK 3. New account lists assigned. August/September team and individual goals given. Probationary period ends. WEEK 1-4. Training tips and team building exercises continued at weekly sales meetings. WEEK 4. End of year PARTY! Celebrations and Goodbyes!
The IV Drip Theory recognizes continual training is key to building a successful sales team. The weekly “Sales Drip” by Advertising Managers offers our staff tips on how to overcome objections, best questions to ask, role playing, and how to build successful client relationships. Continually training brings grows quality performance.
MAY END OF SCHOOL YEAR SUMMER INTERNSHIPS BEGIN
Training
CENTRAL MICHIGAN UNIVERSITY
MEASURING RESULTS As mentioned previously, the student advertising managers and adviser constantly monitor to assist the advertising representatives in areas where they may be struggling or where training might have been missed. We strive to make sure we have provided the best possible training, guidance and fairness in helping the new hires learn their duties and meet their job requirements. After the training process, and as they begin work in their territories, the new hires are given the following guidelines to help them focus on the priorities we think are important. This lets them know where the bar is set in the department. Each account executive signs an agreement to strive towards the professionalism expected in the job.
CENTRAL MICHIGAN LIFE ADVERTISING STAFF GUIDELINES: The following actions will result in write-up and a 30-day probation period. If improvements are not made within the 30 day probation period, further actions will be taken, up to and including termination of employment.
CM “Life-Saver” Board. Leaderboard recognizes achievements and serves as motivation to everyone.
1) Missing manifest (deadline) without prior notice. 2) Excessive absence and tardiness (3 strikes) for any individual, sales or team meeting. 3) Ads not turned into the “ready for press” box before leaving for the day. 4) Ads turned in or killed after deadline without prior approval. 5) Three or more excessive absences and/or tardiness. 6) Not offering substantial effort towards monthly or team goals and job description requirements. 7) Not following the proper dress code after 3 warnings. Monthly award certificate and trophys help build recognition for outstanding sales efforts.
WARNING CARDS: Warning cards are issued noting the date of the warning, the date of the end of probation period, reasons for the action including supporting documentation and the advisers, advertising managers, and account executive’s signatures. At the end of the probationary period, if the account executive is not making progress towards meeting the exceptions of the position, the account executive is released from the position.
Measuring Results
The “Effing” Cold Call Board: Gives staff a visual reminder and motivation to see who is out there hustling new clients.
CENTRAL MICHIGAN UNIVERSITY