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If you act like a jerk who needs an anger management class she will not give you any of the bonuses she can – even the ones she pays for like a gift card to the local Indian restaurant.Ģ.Ěsk for First Time Advertiser Status – Even if you are not one Sales people have a stable of incentives and bonuses they can offer – or withhold – at their discretion. Your gruff and domineering attitude will deeply offend your sales rep. If you have a local rep, don’t start off your conversation like you are hard-ball negotiating at Kris’ Used Car Sales. It pays to be nice to your sales representative. She said if we like the results, buy it next year.
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She was so convinced that the Dex online product was right for us that she offered us $900 per month of free advertising in DEX’s online yellow pages listings. After talking about it for a bit she made me an offer I could not refuse. We already dominate the Google search results in Omaha, we will soon have the most prominent advertisement in the phone book. Joy felt Dex’s online tools would really benefit our business, but I wasn’t terribly interested. We met a second time for lunch, traded stories about our industries & clients, and Joy really got to know what makes Schrock Innovations’ business engine tick. We purchased a full-page advertisement that ensures we will be placed at the very beginning of the computer section of the book. In a small office, a sales representative can negotiate special deals, arrange bonuses and genuinely look out for the best interest of your business.įor example, I recently signed a contract with my DEX sales representative, (Joy Brummer) for my computer repair service center in Omaha, NE. This is an ideal situation for the small business owner. If you are lucky enough to have a local rep, they are probably one person in an office of three or four people. On the other hand, Yellow Page companies like Dex are beginning to realize that their sales representatives need deeper relationships with individual business owners to maximize annual sales results. If your sales representative is a temporary transplant, don’t plan on a lasting relationship. In some cases your Yellow Pages sales representative is a regional traveler that you will never see again who is only interested in the immediate sale. If you decide to add the yellow pages to your marketing mix, there are three iron-clad tips you need to know before you sign on the dotted line. Three Ways to Get the Most From the Yellow Pages Likewise, if your target demographic is over 40 years of age the Yellow Pages can still bring new customers through the door, although the book’s days of dominance are in their sunset years. Generally speaking, people 40 and younger will turn to the Internet first for information while those over the age of 40 tend to look toward the yellow pages instead.Īs a general rule if your target customer is under the age of 40 your advertising dollars might be better spent on a digital medium such as Google or Facebook ads. Over the past 10 years use of the yellow pages has been declining as people using laptops, smart phones and computers have turned to online searches for real-time directions, reviews, and pricing – things the Yellow Pages can never offer.Īs a general rule (that is becoming less and less applicable after each passing day) there is a generational gap between people who use the Yellow Pages and people who use the Internet when they are looking for a business.
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A couple years ago I wrote a post about how to get the best possible deal from your Yellow Pages sales representative.Īs the Internet gains more and more influence at the expense of the Yellow Pages, I thought it would be a good idea to revise my old post with the latest and greatest strategies to maximize your Yellow Pages investment.īefore the days of the Internet and Google people turned to the yellow pages when a service provider was not top-of-mind.