Successful Local Broadcast Sales
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For the right person, a career in media sales can be glamorous, rewarding, and lucrative. But without the right guidance, it can also be challenging. Author Paul Weyland has decades of experience working with local direct clients. Now, in Successful Local Broadcast Sales he shares his hard-won wisdom, showing television, radio, and cable salespeople how to get more sales. This invaluable resource gives readers the tools they need to:• get appointments • write great proposals and presentations • sell against other media like newspapers and the Internet • overcome rate resistance • close sales without alienating their clients • create genius creative without being a creative genius • calculate ROI for the client's advertising dollar • land long-term contracts with local businesses • negotiate more effectivelyHonest, practical, and accessible, this is the one handbook that shows novice and veteran salespeople how to thrive—not just survive—in the media business.
Acknowledgments VIntroduction 1Selling Your Client on Why Your Station Is Logical to Buy, Regardless of Your Ratings or Program 11Prospecting Local Direct: The Key to a Successful Broadcast Career 13Using Media-Savvy Strategies to Get Appointments with Key Decision Makers 23Making Broadcast Advertising User-Friendly 29Explaining Broadcast Marketing to a Direct Client 37Advertising Clutter: You Are the Solution 45How We Really See and Hear Commercials 51Branding-It's Not Just for Cowboys 59Your Station Is the Logical Solution 67Writing Genius Creative Whether You're a Creative Genius or Not 73Recognizing Creative Problems 75Creating a Centerpiece for Your Commerical 83Making the Spot Emotional 89Solving Consumer Problems Without Cliches 95Telling Your Target Market What to Do 109Demonstrating That Using Your Station Is Not a Gamble, but a Good, Calculated Risk 119Calculating Return on Investment (ROI) and Managing Client Expectations 121Explaining the Pure Logic of Buying Your Station 127The Value of One New Customer 135Selling Against Other Media 139Why a Local Broadcast Client Should Own Your Station 159Broadcast Sales Mechanics: How to Make Your Job Easier 167Creating Concise and Customized Marketing and Advertising Proposals 169Break Through the Commercial Clutter: Power Presentations 179How to Negotiate Without Turning into a Pitiful Puddle of Spineless Goo 183Why Objections Are Our Friends and Logical Ways to Handle Them 193How to Close Broadcast Sales Without Looking Like a Jerk 203The Value of Super-Servicing Your Local Client 211Collecting-How to Make Sure You Don't Work for Free 217How to Overcome Call Reluctance 221Conclusion 229Index 231
