Trading Post

Company Background

Trading Post offers classified and display advertising throughout Australia. Up until 2001 the titles in each state were separately owned and 95% of revenue came from print advertising. Since its acquisition by Sensis, a division of Australia's dominant telecoms company Telstra, it has become a national business and has expanded its sales operation to include outbound telesales and asking its field salesforce to sell online advertising and longer term campaigns.

The Challenge

John Brand, the General Manager of Trading Post said, “we had a range of challenges that implied more than just sales and product training. We introduced web advertising, a range of specialist features and were facing very price aggressive competition. Our display sales team needed to be more effective, as well as take new products into different markets.”


Peter Fullbrook, MD of Prosell Australia recalls, “it was clear from the start that Trading Post was interested in improved performance, not just training courses and as a result gave us a brief based on very clear business objectives. It was not a difficult decision for them to select Prosell's coaching service - Procoach® Direct, as we were the only solution that set clear result objectives and showed a step by step process to achieve those objectives.”


Prosell put in place the tools and tracking devices to manage a sales coaching programme. This programme was supported by workshops and sharing of best practice amongst the sales team.

Barry Sanders, General Manager Sales, said, “Our salespeople were delighted that they had support from knowledgeable coaches. It helped them to improve their individual revenues and of course, their commission”


The graph shows the percentage increase in sales in the three revenue streams that the coaching focused on. Barry Sanders, notes; “they (Prosell) are very results orientated and they demand of us, as clients, that we do measure them. Use them, they get results.”

Key Results

Learning Points

“Prosell’s approach allows us to get very close to our clients business and make a clear impact, as well as advise on better approaches for maximum return”

Jonathan Lowe Business Development Manager