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n place. The design of the classified section needs to be easily navigable for readers. The rate structure must be crystal clear for their potential advertisers. They should have a promotional program ready for directing readers from other parts of their newspaper to the classifieds. Finally, they must be able to secure a steady stream of ad sales leads and pursue them to the ends of the earth. Read on to learn how to sell print newspaper advertising.

* Design their print newspaper classified advertising section. It should be easy to read, simple to understand, and consistent. There is nothing worse than a classified ad section that is all jumbled with too many display ads. Stay true to the "classified" aspect of their classifieds. For example, list everything under headings like Auto, Real Estate, For Sale, and so on. Include subheadings when necessary. Also include advertising rate information and your contact information so that potential advertisers can contact their sales team.

* Compose the rate sheet for classified ads in your print publication. The rates must be easy to understand. For example, be clear about whether they charge by the character, word or line. Offer clear discounts on classified ad packages bought in bulk. Specify whether they will help them to actually compose the ad, along with any other value-added services they offer when advertisers go through their print newspaper. Later, add testimonials to the rate sheet, as the rate sheet acts as a form of advertising for people to advertise with them.

* Get a steady stream of sales leads. They can get potential advertisers' contact information from competing newspapers (known as "raiding the competition"), the Yellow Pages, or anywhere else. Be creative, and come up with at least a few hundred leads before starting their telesales program.

* Telemarket their print classified advertising services. Use their sales leads and telephone all leads one at a time to pitch ad space. Keep it conversational.

* Explain the benefits of advertising with them, and elucidate on the drawbacks of not advertising with them. Keep it short and simple.

* If someone agrees to buy classified ad space in their print publication, up-sell them. To do this, they can offer discounts on bulk advertising. Sell ads in bundles over a period of time, or offer to place two or more differing ads in the same issue of the newspaper.

* Have the advertiser pay by credit card, and do not run the ad until payment is received. They may have to stand your ground on this point. Remain polite.

* Constantly prospect to regenerate their classified ad sales lead list. Make sure you have a bottomless pool of leads from which their sales team can draw.

* Manage their sales team by tracking their progress. Use quotas as mile markers by which to measure performance. Make sure everyone is dialing at least a dozen times a day, talking with at least 20 prospects, and successfully closing at least five sales. On slow days, they must dial 120 times a day, talk to at least 10 prospects, and make at least three sales. Keep their sales team pumped up and happy. Don't be a jerk. Just be tough.