A perennial problem for successful businesses is finding great
salespeople.  Our problems (and opportunities) are magnified in that
we need people well 'planted' in their communities (currently
metropolitan areas primarily in the southern U.S.) to work on their
own, from their homes.  We of course can offer a 'title' (publisher)
and some base income, though the primary income must be performance
based (that is, effectively, commission).  Recruiting
stratgies/challenges are magnified by the fact that head office is
distant from the remote locations.  We have used (with varying
success) a variety of methodologies, including online job servives
(including industry specific ones), referrals, recommendations, and
just plain 'luck'.
Compensation/income potential of course is a tricky issue.  Put it
this way:  if someone had all the 'right stuff' and references checked
out, we might throw the rule book out on base income; reasonable
potential income is in the $100K range.
I fear headhunters and expensive display advertising strategies do not
produce the results we are seeking.  Ideally, the recruitment strategy
should be low in cost and high in effectiveness.
The answer we are seeking would have practical, specific suggestions
and recommendations of a concrete nature.  I realize confidentiality
rules preclude the most important information needed to answer the
question -- the very specific nature of our business, but can narrow
it to "business to business" publishing within one industry sector.

---

Request for Question Clarification by journalist-ga on 13 May 2003 07:53 PDT

Greetings Marbuck:

It would be of great assistance if you could share the nature of your
business and a bit more about what hasn't worked and why.  I note that
you didn't mention job fairs or trade shows which are two fine ways of
recruiting employees.

I wanted to answer your query but I require a bit more information
first.  Your fee is a handsome one and I want you to receive value in
an answer - that's difficult right now because of the generality of
your query.  Could you share more information and would you like
suggestions on trade shows and job fairs, and how to participate?

Best regards,
journalist-ga

---

Clarification of Question by marbuck-ga on 13 May 2003 12:57 PDT

Thank you for your request for clarification.  Indeed, I set a
reasonable fee for this work because the ideal answer will have some
depth.  So, here is some additional information.
We publish local newspapers for the construction industry.  Most of
the 'back office' work is centralized in one location; but obviously,
we need local reps in the cities where we are expanding.  I am
certainly familiar with many of the standard approaches here -- and
this 'problem' is so common that if you dare bring it up in a business
peer group meeting, you'll get a reaction, "so why are you bringing
that up here".
Job fairs and trade shows could conceivably work but the problem is
cost and logistics -- we need local people, and these recruitment
methods can be very expensive.

---

Request for Question Clarification by journalist-ga on 13 May 2003 16:15 PDT

Is your publication *concept* similar to the one used by the real
estate industry?  See
http://www.therealestateinsidernewspaper.com/works.htm for example and
description.  If so, that better helps me define your "employee"
target group and my recommendations for area recruitment.

Best regards,
journalist-ga

---

Clarification of Question by marbuck-ga on 13 May 2003 17:51 PDT

The concept is different than described (though your link is
interesting to me in itself!)  While the linked product is essentially
'canned' editorial, ours is 80% pure local content.  As an example of
our products, check http://www.washingtonconstructionnews.com and pull
the pdfs of the special features in the paper.  Most of the actual ad
sales are handled out of town, the local reps role could be compared
to the 'listing agent' in the real estate world.

---

Request for Question Clarification by journalist-ga on 13 May 2003 18:34 PDT

This certainly seems like a unique business opportunity.  Now that I
have seen a paper/site sample, I believe the best way for you to
establish successful start-ups in other cities is by targeting
current/former newspaper/magazine ad staff.

The prime candidate for the job would be someone with solid experience
in media ad sales who is also a vanity writer, someone who enjoys
seeing their name in print or having a "publisher" title.  That you
state the person would be working from his/her home presents what
might be viewed as a lucrative opportunity for a self-starter.  There
are certainly many personalities out there in big cities that fit the
bill.

I'll be happy to take on the project and include promotional
suggestions, budget ad campaign strategy, a query letter, etc. but I
am unable to deliver a quick answer because your situation takes
thought and careful crafting of copy.  I'm letting you know the angle
I'd take so, if this is agreeable to you, then you may request me to
answer.

---

Clarification of Question by marbuck-ga on 13 May 2003 19:13 PDT

Journalist.ga, your approach is interesting and somewhat unorthodox,
and is certainly worth $100 to learn your proposed strategy.

Greetings again marbuck:

Okay, here you have my proposed strategy.  Operating from the
assumption that current/former media ad salespersons/journalists
(business writers) are the best target group for you, your first step
in recruitment would be to acquire all major newspapers from a target
city (EX: Denver, CO) and/or visit the newspapers web sites.  below is
the method I suggest.

Doing a search for 

"denver colorado" newspapers

I discovered the following listed at
http://www.media-news.com/Newspapers/Colorado/ and visiting the sites'
internal search engines.  I used the keyword "construction" in an
article search to discover the bylines associated with that topic:

Denver Post
http://www.denverpost.com
100 articles found containing construction.  Article title, author,
and date published is noted.
http://www.denverpost.com/Stories/0,1413,36%257E25130%257E,00.html?search=true

Denver Rocky Mountain News
http://www.insidedenver.com/
Search resulted in 799 articles mentioning construction.  Article
title and date published, but no writer names.
http://www.insidedenver.com/drmn/search/1,1338,DRMN_1,00.html?SearchString=construction&Site=DRMN

Denver Business Journal
http://denver.bizjournals.com/denver/
Search of "denver construction" returned 42 hits.  Title, author,
source and published date.
http://www.bizjournals.com/search/bin/search?q=denver+construction&om=&f=story&am=30_days&r=20

Westword
http://www.westword.com/
Search resulted in 874 articles mentioning construction.  Article
title, date published and auther is noted.
http://www.westword.com/search/results?search_keyword%3Astring=construction&Submit=GO

(I also located smaller newspaper using the Questdex search at
http://www.qwestdex.com/servlet/ActionServlet?pid=bresults&vertical=&from=0039282082&resultform=basic&city=DENVER&dir=1030&inRegion=true&state=CO&metro=true&hdg_val=Advertising-Newspaper%2B%2526%2BShoppers%2527%2BGuide%234340%23othr&Submit.x=17&Submit.y=14
)

Then, I sampled some of the stories to see what type of writing was
associated with each journalist.  That resulted in a list of possible
recruits based on their reporting abilities.  Also, the Denver Post
gave titles to writers thusly:

"special to the denver post"
"denver post staff writer"

I mention this because the newspaper for which I freelance titles a
freelancer as "correspondent".  It's an honorarium for "not a real
employee"  lol  - in this case, freelancers would be ideal for your
consideration because they are more motivated to take a chance AND
they could publish their own work to their heart's content.

The process was a slow and methodical one because of the detailed
searches so it will take you some time as you research each target
city.  But investing the time can only benefit your business - you
want responsible key people because of your remote main office and the
way to achieve this is to basically become your own headhunter.

**************

Sample query letter for journalist:


Dear _________:

I have been following your business articles regarding the
construction industry in Denver and find your style to be both
informative and enjoyable.  Your enthusiasm and attention to detail
leads me to wonder if you have aspirations to become the publisher of
a local business newspaper.

I am the CEO for Construction News (http://xxxxx.com), a highly
successful publication already in place in  ______, _____ and _____. 
Our company is now positioned to expand successfully into the Denver
county area.  Would you be interested in dialogue concerning you at
the helm of our Colorado venture?

I'll be in Denver on business from ____ to ____ and I hope we may meet
during my stay to discuss your possible future with Construction News
and so that I may review your portfolio.  I am confident that you have
the abilities we seek and I'm eager for your input regarding the area
and what story angles you would suggest for our premiere Denver
edition.

Thank you for you time and I hope to hear from you.

Best regards,
________, CEO
Construction News
xxxx
xxxx
xxxx


The letter doesn't have to read exactly as above but the copy should
be friendly yet businesslike.  Above, I'm having you state "I know
your work, I like your work, I'm looking for someone like you to
succeed with me."  The more direct and brief you are, the more curious
the recruit should be.  I'm a natural skeptic and I would definitely
respond to a letter like the one above.

I don't think it wise to email the recruits.  I would suggest a paper
letter to them at the newspapers (marked "private" because my former
boss opened all the mail employees received unless it was specifically
marked private) or, even better, to their home addresses if they are
easily found.

You would then send the letters and wait for responses.  In a perfect
world, all contacts will respond with interest.  You pick a visit date
in your letter that is four to eight weeks ahead of when they receive
it.  As they respond, you fill in the appointments and then when you
hit Denver, you have total focus on candidates that you already know
can fulfill most of your requirements.  After that, it becomes a
matter of their personalities and additional qualifications.

I will add that if your venture requires any up-front monetary
investment from the candidates, you should mention that up front. 
Otherwise, you'll be wasting your time and theirs.  It's an odd thing:
time is much more valuable than money yet most people value money over
time.

*****************

An option you may want to exercise at some point is to join the press
associations of states you are considering.  Their yearly conventions
are attended by ad and writing staffs of newspapers, and many state
press associations have job banks where members can post.  The
conventions are an excellent place to network.  For instance, the
Colorado Press Association offers:

Individual - $50 per year 
Business/Organization - $150 per year 
Business/Organization (with a publication)- $200 per year 
Membership: Associate Members enjoy most of the CPA benefits that
regular members do, with the exception of entering the CPA-sponsored
annual contest and voting at the annual business meeting. Seminars,
workshops, the monthly Colorado Editor, the monthly newsletter,
Colorado Working Press Credentials (where applicable) and other
services, including legal, are part of membership. 303-571-5117

 To see their online job bank, visit
http://newmedia.colorado.edu/cpa/online/pages/4.html

***************

To locate ad sales people within a newspaper, simply phone the
newspapers and ask for a sales contact - be certain to state you want
a regular page ad, not a classified ad.  You want the sales staff that
sells the display ads.  However, many classified ad sales people would
be candidates for recruitment, too.

When you get a sales person, discuss your options of placing a display
ad for a publisher of your paper explaining to the ad staff member
that you're not sure how to word the a and could they assist.  As you
are speaking with them, ask if they know anyone there who would be a
good candidate for you.

If you are impressed with the way they handle your query, then send
them a letter (or an email in this instance) like this:


Dear ____:

Thank you so much for your assistance concerning my ad for a publisher
for the Denver Construction News.  I enjoyed talking with you and  I
am wondering if you might be interested in an interview to discuss
your leadership of the project because, as you know, the success of a
newspaper depends on a publisher's close attention to advertising
sales.

I'll be in Denver on business from ____ to ____ .  Would it be
possible for you to arrange your schedule to have lunch with me during
that time? I'd like to gauge  your personal interest in the project
because I am confident that you have the abilities we seek and I'm
eager for your input regarding the area and what story angles you
might suggest for our premiere Denver edition.

Thank you for you time and I hope to hear from you.

Best regards,
________, CEO
Construction News
xxxx
xxxx
xxxx .  



If neither of the above methods produce the amount of interviews you
seek, then you might consider an ad in target city newspapers to read
something like:

PUBLISHER - ADVERTISING - JOURNALISM
Construction News, a national print concern, will be holding
interviews for a publisher to head up its Denver office at [the
downtown Hilton] on ___ from ___ to ___.  Ideal candidates will have a
strong background in both journalism and advertising sales and be a
self-starter who is comfortable working with a remote HQ.  2+ years
advertising and/or journalism experience required.  Salary negotiable
based on experience.  For interview appointment, fax or email resume
to 800-555-1212 or search@constructionnews.com by [date].  We are an
EEO employer.

*************

Should you require clarification of any of the information or
additional ideas, please request it and I will be happy to respond.
 

SEARCH STRATEGY:

US newspaper directory
"denver colorado" newspapers
colorado press association
"denver newspaper" free

Journalist-ga, I am not complaining about your answer, you gave me
what you said you would, but in practice your solution is likely to be
difficult to implement effectively.  First, if we are seeking people
who are not currently salespeople, we are making a long-shot
solicitation that requires a lot of effort to manage.  There are
practical/ethical problems in approaching currently employed
salespeople through their place of employment.  In any case, the best
ones are not likely to move anyways.
Nevertheless, while I can only assign this answer a low rating, I am
not complaining here (nor seeking a refund).  The process of seeking
good salespeople requires a variety of approaches and investigative
techniques, and the gem of a practical idea may be found in a solution
that doesn't seem realistic.  (As it is, I have found one methodology
that appears to work, but won't post it publicly!)

Thank you for your candor and I am sorry you are not more pleased with
the "personal headhunter" suggestions. Also, know that you may request
endless clarifications before a question is rated and closed to glean
additional information from a Researcher.  Even though you have rated
and closed the question, please feel free to request additional
research from me here on your query because I do like to see customers
completely pleased with my efforts and I want you to feel you fee was
well invested.

Journalist-ga, I certainly would welcome additional effort here, but
am not sure how to frame it.  Possibly some relevant links and
references to recruiting sales reps (especially in the print media)
would be useful.  Always it is important to get beyond self-serving
marketing from consultants, headhunters, etc. that tend to propogate
on the search engines with standard search techniques.