Don’t trip over missed sales

5 basic obstacles

When you spend so much time and effort to create your book, you want to make sure as many students as possible have one.

In January contact students and/or parents of students who haven’t purchased a yearbook. Begin by targeting the seniors. Distribute a list of students to contact to every staff member. If it is realistic (depending on the size of your school), continue with the freshmen. Once a freshman purchases a book, he or she is likely to buy three more. Depending on the time available, continue with sophomores and juniors.

So why didn’t some students buy a book? Staff members need to be ready to address these five basic objections:

No Need:  Explain that the yearbook is the only history of the school year, the only available record of people who attended the school and the only complete compilation of scores and players.

No Money:  Consider a 20/20 deal. Ask for a $20 down payment with a commitment to pay another $20 in February and the final $___on_____ (whatever date you designate). It calls for a little bookkeeping, but breaking up the payments into thirds gives kids who are short on cash an opportunity to get a book.

No Desire:  Non-buyers often do not know what they are missing! Place books in the library and guidance office for students to see. Tell the non-buyer to check them out.

No Hurry:  Stress the fact that the yearbook is a limited edition. Once the books are printed and distributed, the only way to get one is to try your luck bidding at Internet auction sites.

No Trust:  To foster trust, assure the non-buyer you have made every attempt to spell names correctly. (Ask students to verify the way their name is spelled.) Tell them you have recorded times, dates and stats accurately. You have to earn students’ trust. Show them that you care enough to do it right.

Check out this video for some ideas on how to sell more books.