3 tips for empowering sales teams in news organizations

This is a series on Better News to a) showcase innovative/experimental ideas that emerge from the Knight-Lenfest Newsroom Initiative and b) share replicable tactics that benefit the news industry as a whole. 

These insights were shared during a live Q&A session with alumni of the Table Stakes Local News Transformation Program in February 2025. This piece features tips from columnist and revenue sustainability coach Richard E. Brown. He is the chief innovation and growth officer for the nonpartisan, nonprofit investigative news outlet Wisconsin Watch. 

Generating revenue can be a high-pressure responsibility in news organizations. Those who support the news through managing advertising placements, securing sponsorships or developing paid products are working in a rapidly changing environment for media sales.

How can news organizations continue to empower teams leading revenue? News revenue leader Richard E. Brown shared these insights during a virtual Q&A session for Table Stakes alumni in February 2025:

Understand the audience’s decision-making process

Brown shared his framework for a “communication strategy curve” to help shape an organization’s internal mission statement, which impacts branding and how staff handles outbound communication.

It starts with an understanding of how adults make decisions. Brown uses the example of purchasing a house:

• 70% is emotional: How a house looks and feels, whether it can be “home” to your family
• 20% is rational: Location and costs related to owning the house
• 10% is justifiable: Testimonials, reviews and other knowledge factored in

This theory can apply to building up a target audience or business niche, Brown said.

“Sales, fund development, membership development — it’s universal and kind of the spine to every vertical that you focus on,” he said.

The “curve” can also be translated to how content is structured, so audiences can easily understand your value proposition early, while you have their attention.

Emotional

• How is your work challenging the status quo and different from others in your industry?
• How can you educate your audience through storytelling?

 Rational

• What would happen if your organization isn’t doing this work?
• What is the clear, direct solution that your organization is offering?

Justifiable

• What makes your work credible?
• What do others in the community think or say about your organization’s work?

Brown said this approach has been applied recently to organizing Wisconsin Watch’s email marketing efforts and short form video content.

Build up your team’s strengths

Drawing from his experiences managing and training sellers, Brown wrote a column in 2024 for Editor & Publisher outlining the “A-Suite” concept for sales environments. Distilled into four personality profiles, the framework can help leaders and sellers tap into their strengths through self-awareness. Identifying these traits in potential clients also allows sellers to adapt based on the client’s preferences and ways of working.

The Aggressor embodies assertiveness, drive and goal orientation. They:

• Value trust in working relationships
• Often confident in what they understand and can be quick to ask questions and make decisions
• May come across as brash but can be coached on the subtleties of communication, like providing additional context or data to potential clients

“The one thing I always tell people that’s a little unique for The Aggressor: they’re the same people who might give the shirt off their back for you,” Brown said.

The Analyst is meticulous, data-driven and methodical. They:

• Value patience, analytics and knowledge
• Excel in preparation, leveraging credibility through information
• Can benefit from a thorough conversation to support their decision-making and avoid “analysis paralysis”

“Be very clear; state what you mean,” Brown said. “I want to make sure that The Analyst, who’s a seller, is also primed with as much information as they can, to be as effective as they can.”

The Actor is charismatic, persuasive and adaptable. They:

• Value engagement
• Approach work with heart by building rapport with others
• Can benefit from practicing consistency,  when communicating with clients and when delivering presentations or pitches

“This might be someone who is very busy, not extremely organized, but definitely has their pulse on the community and on their business,” Brown said.

The Ally embodies empathy and support. They:

• Value good working partnerships and cultivate strong relationships, akin to being trusted advisers to clients
• Are skilled networkers who excel in outreach and making connections
• Can be hesitant to “ask for sales,” risking passivity or over-accommodation, and can benefit from automating processes or getting administrative support for closing steps, such as sending quotes or managing agreements

“Allies typically have a hard time saying no, and they have a hard time putting themselves in situations to be told no,” Brown said.

Recruit talent from the community

When a news organization is able to hire for roles handling sales or other client-facing responsibilities, Brown said to look within your own communities for a “natural altruistic fit.”

These are people whose personal values align with your mission and whose life experience can be a value-add to the team. Brown shared these examples from industries outside of media:

Volunteers, board members or part-time advisers for an organization in the community

• Why: They demonstrate initiative and are actively engaged in the causes they care about.

Hosts, bartenders or servers

• Why: They develop strong interpersonal skills by introducing themselves, presenting options and handling transactions in fast-paced environments.

Retail associates, real estate agents or automotive sales professionals

• Why: They refine their ability to engage customers, assess needs and guide purchasing decisions while managing high-volume interactions.

Professionals in banking, hospitality or event coordination

• Why: They build trust and navigate complex client relationships, making them well-equipped for consultative sales roles.

Fitness trainers and those with backgrounds in nonprofit fundraising or small business development

•  Why: They understand how to connect mission-driven work with revenue growth, positioning them to excel in news media advertising sales.

Think of people who are involved in the community and have their own network. They’re often personable and have the autonomy to “do things on their own.” Ideally, they’re natural storytellers who are excited to share what they know.

“You’re looking for someone who can tell a story around something they’re passionate about,” Brown said. “If you can empower them with the information that you have about what you’re trying to accomplish, they can tell that story.”