Analysis: How To Sell To ... - Geraldine Cruse/MediaVest’s regional media chief is grumpy without her scrumpy

Geraldine Cruse has been dreaming about cider - big, golden, sparkling pints of the stuff.

Geraldine Cruse has been dreaming about cider - big, golden,

sparkling pints of the stuff.



The head of regional media is pregnant and sorely missing her favourite

tipple. She even woke up feeling dizzy after the MediaVest Christmas

party, convinced she had succumbed to a jar or two. She says miserably:

’Normally I can drink for England, Ireland, Scotland and Wales.’



Cruse plans to take a couple of months off to have the little ’un but

will be back where she belongs - heading a team of seven dedicated

regional media planners and buyers - in the spring.



The North Londoner arrived at the Victoria-based agency three years ago

after a seven-year stint at Amra, where she sold her way through the

ranks from junior sales executive to recruitment manager for every

regional newspaper in its care.



Her team consists of buyers with radio and insert backgrounds - as well

as someone who worked at the Leaflet Company. They work closely with

MediaVest’s internet division, because localised websites like Fish4

encroach on the territory of regional press classified advertising.

However, Cruse is very much a local press woman.



’Geraldine is very passionate about regional newspapers,’ says

Northcliffe Newspapers recruitment group head Damien Tidd. ’She helps

our cause. She also has an open door policy and is a good person to ring

when you need information.’



Half of Cruse’s team has jumped across from sales. She says they ’have

the passion for the industry, the negotiation skills and the aggression’

she needs. Indeed, she claims to ’love’ sales people - a word very

rarely used by agency folk about their media-owner cousins.



But just in case, look out for the training sessions she is conducting

with the Newspaper Society - one of which covers the subject of how to

approach agencies.



Another tip: if you find out what Cruse’s competitor is up to, be it

opening a new store or spending millions on a full-page colour campaign,

ring and tell her. It costs nothing, it builds trust, it’s useful for

buyers and it could get you a sale if she decides to reciprocate.



Oh, and don’t mention football. ’I absolutely hate it,’ says Cruse. ’I

hate watching it and I hate people talking about it.’



LIKES

Considerate sales people

Cider

Her cat Charlie

Gardening

DISLIKES

Over-friendly sales people

Non-client-specific presentations

Not being able to drink cider

Football



Topics

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