Is Your Yellow Page Rep Working For You

Writen by Jeffrey Hauser

The real question would be, how are they actually paid? But let's start at the beginning. Assuming you are the archetype small, family-run business, that is the typical Yellow Page advertiser, you probably have a YP rep that sees you every year. Or perhaps you are a moderate spender that only warrants a telephone call instead. Either way, you will be contacted by the rep and should be aware of some basic truths. What qualifies me to give them to you, you may ask? Because I was a YP rep for 25 years, owned my own advertising agency prior to that and have a degree in marketing. So, with those credentials, let's look at the rep. On every call they should be providing:

1. A review of your current YP program
2. An overview of all the new products that are available
3. A recommendation for your next year's program
4. An ad redesign or, if you have just a listing, a potential ad
5. Statistics, testimonials, and usage studies specific to your industry
6. Answers to any of your questions
7. Continuity: that is, the same rep contacts you every year

Unfortunately, the last statement isn't always the case. Many YP publishers prefer to "churn" or rotate accounts and you may get a new rep annually. But the other six items should be part of every call. But this is not a one-sided contact. There are several things you should also provide, many before the contact takes place:

1. A list of any changes in your business, that may affect your advertising
2. An overview of any other marketing you are currently involved in
3. A history of all your YP ads, in an "archive" binder
4. Ideas for improving your current ad
5. A list of questions for your rep
6. Tracking results from last year's ad: i.e. how many people saw it, called, etc.

The tracking should have been part of the previous program so you know how well the ad worked. Without it, how do you know it worked and if it did or didn't, why? What part of the ad (headline, artwork, etc.) was the most or least effective?

If you and the rep are ready for the call, it will go more smoothly and be productive. Treat it as though it will be the only time you will be make contact and remember, you're the one that pays the bill. Which brings me to the original question.

If you have already figured out that they work for you, think again. The publisher pays them and therefore they owe their allegiance to them first. That is the ultimate truth. So, when they are told by the publisher to push a particular product or service, it might not always be in your best interest. There are many other pitfalls to avoid and ways to handle your rep. Most of them can be found in a booked titled, "Inside the Yellow Pages."

Jeffrey Hauser's latest book is, "Inside the Yellow Pages," which can be viewed at http://www.poweradbook.com He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.