Dan and Lisa Nausley own and operate Sandler Training of Chattanooga, a company which provides professional development, leadership training, sales training and executive coaching to out of home advertising companies.  Billboard Insider talked with the company’s President Dan Nausley.

At last fall’s IBOUSA show you said out of home must change and be open to new ideas or it will face the same challenges as daily newspapers.  Can you explain? 

The newspaper industry was (and is) a victim of an ever-changing competitive business climate that it was unwilling and later unable to adapt to early enough to be able to retain significant market share.  Obviously, it varies from company to company however, it is not uncommon for a newspaper today to be generating operating profits at less than 10% of what they enjoyed just 15 years ago.

Change has always been a reality in business, every business.  However, our experience told us 20, 30, 40 years ago that likely we would deal with 1 …MAYBE 2 significant, industry altering changes in our career.  Frankly, change happens and significant industry altering change happens much more rapidly now and will continue to do so in the future.

Why was the newspaper industry as whole so reticent to adapt/change?  As author Jim Collins wrote, “good is the enemy of great”.  For some, if they have been successful with how they have always run their business it is difficult to understand why they should explore changing, adapting.  Looking not just at what the business landscape is today but where is it heading?  How can we not only protect the business we have but also leverage those inevitable changes to my advantage?

Want to learn more about OOH Sales Mastery?  Contact Dan Nausley, President/Sandler Training Chattanooga   dan.nausley@sandler.com   423.702.5579.

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