Want to boost advertising sales? Whether you're responsible for a sales force or sell space yourself, this is an important question -- but there's no easy answer. There are a lot of books and seminars on how to sell better. And if a book or generic workshop could do the trick, everyone would be a top crackerjack sales person!

So, how can you really boost advertising sales? The answer lies in advertising sales training that focuses on creating advanced proficiency. Training must be grounded in the fundamentals of advertising and marketing science. But it must also address the unique circumstances and challenges facing your publication.

In addition to periodic training, an ongoing program of sales coaching can do wonders to boost sales. A sales coach works with a sales person to figure out the best ways of selling to resistant accounts. The coach gives active feedback to the sales person, and helps the sales person to maintain enthusiasm and a positive attitude, even in the face of rejection.