Primesight prepares sales assault

Outdoor contractor Primesight is beefing up its sales teams and overhauling its sales strategy in a bid to appear on more media schedules.

Outdoor contractor Primesight is beefing up its sales teams and

overhauling its sales strategy in a bid to appear on more media

schedules.



The contractor, which was bought by Scottish Media Group last year, has

recently poached two sales people from Maiden.



John Charlesworth joins as account manager, as does Caroline Potts, who

was a group head at Maiden. Their appointments take the sales team to

eight people - twice its size at this time last year - and the company

is interviewing for more ’big hitters’.



Howard Warren, deputy managing director of Primesight and a former sales

director at The Express, said: ’We might not be the biggest player but

we are attracting people from the biggest player. Being part of SMG has

helped lure people - the company has bought three national media players

in the last year and is clearly going places.’



Warren is new to the business, having arrived three months ago, but he

has already planned a restructure of the sales teams.



’People were dipping in all over the place, contacting clients on the

basis of who they knew. We needed to change that,’ he said.



Under the new structure, the sales force will operate in three teams of

three, each with an agency sales person, an outdoor specialist sales

person and a sales support and marketing executive. ’It will give us

more focus and accountability,’ said Warren.



The teams will also have a new product range to sell, as Primesight has

divided its stock of 7,500 panels into a number of branded packages

designed to target particular audiences. The packages include Youth,

Off-licence and Health and Beauty, and others such as the Dotcom pack

and the Platinum pack are due to be launched soon. Each pack will

contain between 800 and 1,500 sites.



They have been designed to give Primesight a unique selling point in its

battle against JC Decaux and More Group’s Adshel, both of which have

many more sites than the SMG-owned contractor.



’We can’t compete with Adshel on volume,’ said Warren, ’but we can offer

a more targeted product. Adshel and Decaux have to focus on selling

volume.



’We’re not expecting to replace Adshel or Decaux on schedules, but we’re

trying to say to people that when they’ve already bought 4,000

six-sheets from Adshel, they should turn to us for a complementary

portfolio, rather than just adding more of the same sort of

six-sheets.’



Primesight has 7,500 panels compared with Adshel’s 36,000 but Warren

said more sites would be added soon.



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