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Transform Your Sales Journey: Being Your Own Sales Coach – Part 6 – Q&A

Transform Your Sales Journey: Being Your Own Sales Coach – Part 6 – Q&A

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LBS President, Gary Moore, takes LIVE broadcaster questions! In this session:

  • It seems like pursuing the level of excellence that you described will have a negative impact on work/life balance. How do you make sure to keep all of this in a proper perspective?
  • How will I know if I’m in the top 10% of all sellers in my market and how do you measure that? By revenue? By customer count? By something else?
  • I’m a radio station leader in a large market. How can I help my current sellers want to coach themselves? And more importantly, what should I look for if I want to hire new sellers who value this?
  • How early do you get up before you have to get to the office? Also, I’m a mom with kids in school, what can I do before my day to get motivated? – Miranda
    What are your suggestions for prospecting via text message?
  • Retirement is still a few years away for me. How do I maintain a work/life balance as the Mom, the Wife, and the Main Bread Winner? I get comments from my family if I’m at work an extra 30-45 minutes. By 10:00 at night, I’m falling asleep in the chair.
  • Do you have suggestions on how to use AI to drive radio sales? – Terry
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How You Can Drive Record Sales for Auto Dealers Today – Part 7 – Q&A

How You Can Drive Record Sales for Auto Dealers Today – Part 7 – Q&A

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LBS Auto Expert, John Tkac, takes LIVE broadcaster questions! In this session:

  • My car dealer was getting inventory again last Fall… but it’s dried up again. They have minimal vehicles on the lot. How can I help them when they won’t push if they don’t have inventory?
  • Is Tier 2 money ever going to come back to where it used to be? Ford has dropped dramatically and Dodge/Chrysler/Jeep has been non-existent for years.
  • Would it be an effective auto ad with your four points in both a :30 spot and a :60 spot or is one better than the other?
  • I have an independent used car dealer as a client. They buy their vehicles from the auto auction here in Montana. I currently have them on a digital package, but I am trying to get them into radio. Any suggestions on how to pitch them for both a digital and radio package?
  • Can you please re-explain the dollar amount dealers should spend each month based on their inventory?
  • Do you have any suggestions for how to get an ad agency to buy your station after they’ve taken over a dealer’s account?
  • I met with a local Ford dealer this morning.  Last year they averaged a profit of $2,900 on each new Ford sold.  He said this year they are losing $400 per new Ford sold.  They are currently down over $500,000 over last year on new car deals.  He said they are basically giving cars away to people who qualify to reduce their inventory and hold down costs. He said the biggest problem is a $45,000 basic Ford truck is costing a customer $975 per month plus their insurance costs based on a 72 month contract.  Most products are now in the $65k-$95k range and he doesn’t see this changing in the near future. Any thoughts on how I can help this dealer?
  • What is the best way to get an appointment with a dealer? What gets their attention?
  • We are in a market where a large radio chain has more stations than we do, but we reach just as far as they do.  It’s hard for us to get an appointment as a locally owned station.  Any advice on how to get in front of a dealer’s decision maker?
  • What do you think of approaching a dealer with a campaign that rotates spots between sales and service?
  • I have two independent dealer clients. One is downsizing to a single smaller location and the other is already at just one location. Neither has done broadcast advertising in years and both feel it was ineffective in the past. What’s a good approach to just get them interested in giving radio another shot?
  • How many ads per week does a car dealer usually need to run on a radio station to really be effective?
  • Is there a guarantee that a smaller dealer will be sent more inventory from the manufacturer if he sells a large quantity of vehicles?
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Your Audience Is On The Go, Are You There To Meet Them? – Part 8 – Q&A

Your Audience Is On The Go, Are You There To Meet Them? – Part 8 – Q&A

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Mark Landon, Trent Taylor, and Sam King from CTVBuyer take LIVE broadcaster questions! In this session:

  • How do I get my broadcast executives interested and motivated into the streaming world?
  • Can you go over again why it’s important to view CTV as another streaming device like a phone or tablet, and does it relate to how cable was viewed over a decade ago?
  • Isn’t streaming a great and powerful tool to bring to agencies to show how much we have to offer?
  • I don’t think streaming is taking any money out of my market. How would I find out if it does?
  • Would I as a station pay for CTV ads when I order them or does the client purchase them in advance?
  • This all seems really complex and difficult to distill into a sales pitch for a local business. How would you present this as simply and clearly as possible? Would you just talk about being able to reach additional audiences?
  • Can you discuss how and whether Broadcast TV contributes to rising OTT usage? I just was a bit unclear on the decline graphic and wonder why it does not also help us to see how Broadcast TV feeds or retransmits to Hulu, YTV, and others that carry local stations. I want to acknowledge the clear growth of OTT but it should also take into account that TV is already everywhere and even riding the updraft of growing CTV/OTT. Is that right?
  • Did you mention that a radio station needs an app for streaming? If so, can you please explain why again?
  • Aren’t streaming services like Netflix commercial free? Are they just included on your earlier slides as an example of OTT? You don’t mean that they are selling air time, right?
  • Do I have to worry about advertisers wanting to buy CTV more than my station?
  • Can you comment on this statement in the context of selling to local businesses? “Sell the audience you can reach, not the channels.” In other words, a client may say they want a certain channel, or channels, but that is not necessarily where the viewers are. It seems like a client can get more bang for their buck if they don’t limit their channel selection.
  • What is the difference between CTV and OTT?
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The Year of Sales Excellence: Innovative Creative and AI Excellence – Part 7 – Q&A

The Year of Sales Excellence: Innovative Creative and AI Excellence – Part 7 – Q&A

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LBS Creative and AI Expert, Tim Burt, takes LIVE broadcaster questions! In this session:

  • Can you explain what edits need to be made with AI results for it to be legally ours?
  • What AI tools exist for letters and emails?
  • Can you go over the importance of why AI needs to sell something if we use it?
  • Can you recover why we shouldn’t overthink it and just focus on the who, what, when, where, and why?
  • Have you used AI to create graphics for clients? How do you make changes to AI graphics to make them your own property?
  • When do you think that these AI tools will be able to create broadcast-ready video? Most of what I have seen is impressive, but obviously AI-generated.
  • I have a client that always sends me AI generated ads and every time I try to edit so we aren’t stepping on copyrights, the client gets frustrated with me. How do I navigate this? They are under the impression that it’s their ideas and they own them, even they are using an AI tool.
  • How would you deal with another station in the market that is using AI-generated celebrity voices in their ads? Is this usually driven by the station or by the advertiser? It seems unethical.
  • Is it your sense that a lot of sales reps use AI right now and I just need to keep up or is it new enough that it will still give me a solid edge above our local competition?
  • Does AI take into account local and regional (or even national) current events that impact the local market? For instance, will it know that a major auto manufacturer has left our area which leads to car sales tanking?
  • How do you handle it when an ad goes out, the client is disappointed with the results, and they say they didn’t get people coming in saying that they heard it on the station?
  • In your opinion, is it a MUST to include AI as a primary part of my sales tool kit? Why or why not?
  • Does the AI software remember what I did and share it with someone else in the market?
  • We have an ad going out using a voice similar to Elvis Presley. Since he is deceased, is this OK or not in your opinion? How about if it is using his voice in a way that it’s obviously not him and we aren’t trying to pass it off as real?
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The Year of Sales Excellence: Sales Excellence with Local Direct Clients – Part 7 – Q&A

The Year of Sales Excellence: Sales Excellence with Local Direct Clients – Part 7 – Q&A

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LBS Broadcast Selling Expert, Paul Weyland, takes LIVE broadcaster questions! In this session:

  • What do if a customer says, “I don’t need to advertise.”?
  • How can I keep my confidence when I get so much rejection?
  • As a sales professional, how do I stay a partner with both the advertiser and the agency?
  • I have 6 stations, are you suggesting that I get 32 accounts on each station or do you mean 32 accounts in total?
  • Can you share some ideas on how I can get the attention of some of the larger landscaping companies in my market?
  • How do you get around more and more regional and national corporations commanding the local area landscape? The smaller businesses are stretched for money and they need help to just make a living.
  • Can you give me some creative ideas for Real Estate?
  • What do you do with a wholesale manufacturer, other than recruiting (I’m thinking along the lines of methane field equipment, car wash vacuum systems, rifle manufacturing, and ammunition manufacturers)?
  • I have a local airport that is looking to get a grant from the state for advertising money.  We are putting in a proposal tomorrow and I’m looking for some tips on what we can tell them about how we can bring more clients to use the airport.  We are a small town radio station and they are looking for analytics like a digital marketer would give.  This is not a new airport, they are a small, commercial airport that hubs to a couple of nearby large cities and are looking to expand their usage.  Do you have any recommendations on what I can tell them about what we can do?
  • How much research do you do before you reach out to a prospective local direct client?
  • I live in a tourist town, MOST businesses aren’t interested in advertising because the bulk of their money is made during tourist season. How do we get these businesses to want to advertise and bring the community into their stores?
  • I have some newer mom and pop businesses in our small, tourism town.  They are VERY budget conscious because they aren’t familiar with trends in our area. I’ve walked them through the trends and I’ve built a pretty budget-friendly and effective schedule. They have question after question and I listen but just don’t know how to finally close the deal. I’ve tried key words like deadlines and even built spec ads – everything to get to “yes” and they are just scared to get started. How do I help them through this?
  • How do you convince younger business owners who are in love with immediate satisfaction and social media options that a 5-year media plan is in their best interest?
  • If you don’t get an ad budget from a client, how do you know how much they should spend?
  • I have a few clients that were direct with me, but have moved to an agency.  I’ve worked with this agency before, but they are more focused on the neighboring market than ours even though we just beat that other market in ratings. My point of contact at the client is gone so it’s all a new start for me. The agency likes the neighboring town and I’ve heard that the other stations treat them well because there are multiple stations in town and they don’t want to make the agency mad, so we get hung out to dry. Any ideas for what I can do?
  • I have a funeral home that is on air with 5 ads per day from 6am-7pm and are not seeing results that they would like to see.  Do you have any ideas to help out?
  • How do you reach the decision makers at personal injury attorneys? Gatekeepers aren’t usually very helpful.
  • I have an upcoming meeting with a local automotive repair shop that also owns a towing company. Their towing company receives very high Google reviews. Their repair shop, not so much. How would you approach this client?
  • I am in a rural market and have 42 monthly accounts.  13 of them are over $500.00, 6 are close to $500.00.  I want to improve my success levels, but maintain what I have as well.  Time management can get difficult though. What would you recommend?
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The Year of Sales Excellence: Increase Your Digital Sales & Closing Ratios – Part 8 – Q&A

The Year of Sales Excellence: Increase Your Digital Sales & Closing Ratios – Part 8 – Q&A

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Dream Local Digital Founder and CEO, Shannon Kinney, answers LIVE broadcaster questions! In this session:

  • How can I stay motivated?
  • How do the best sellers really see digital options?
  • How important is it to properly target the advertisers best customer demographic?
  • What are your favorite online media platforms for getting customers into a car dealership?
  • Do you have any suggestions for the best way to leverage my TV audience to help a client’s online campaign to be more successful? They currently use Facebook and OTT.
  • We are going to start selling social media advertising through our radio station. We have a great website that we sell, but how do we monetize Facebook? Do we break it down by posts, by followers, by likes, or some other way?
  • Which CRM would you recommend for broadcasters?
  • What do you believe are the best local categories to prospect for digital revenue?
  • So much of our business world is driven by hot and new, but passing, fads. Do you have a methodology for linking products to client needs?
  • Shannon, your cat is a great example of touching peoples’ heart strings! How can we genuinely touch the heart of our prospects and clients during our sales efforts?
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The Year of Sales Excellence: Achieving Sales Excellence – Part 8 – Q&A

The Year of Sales Excellence: Achieving Sales Excellence – Part 8 – Q&A

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Chris Fleming, President of CD Media Consulting, takes LIVE broadcaster questions! In this session:

  • What do you find keeps many salespeople from sales excellence?
  • Is excellence achievable by everyone or just a few?
  • When is it ok to bypass an agency and just go directly to the client?
  • When it comes to hiring, what do you really look and listen for when trying to find someone who will fit your culture?
  • Is sales an easy way to make money or is it hard work?
  • How do you stay self-motivated when sometimes you don’t feel you get that from your work culture or clients?
  • When do you know that it is a good time to drop a client? New customers are so hard to get anymore and I don’t know if my manager will be happy with me making that decision.
  • My station offers SO MANY different options from on-air to digital to social media to events and the list goes on. I like your suggestion to make things simple for the advertiser, but how do you decide which products are the best match for them?
  • Do you think it’s possible to take someone who is not serious about solving a business problem and lead them into becoming serious about it?
  • As a manager, what is the best way that you have found to lead your team into some of these habits? Would you tend to focus on them all at once or is it better to spread out these disciplines over time?
  • How do you help prospects who won’t make a decision get to “yes”? It can take a really long time. How much time is too much time?
  • I have just started in sales. Any advice for someone who is very new to this industry?
  • Could you share your thoughts on what your favorite CRM is?
  • Our station is smaller and family owned. I am the Assistant General Manager and a veteran seller. It’s very tough to do both, but I think I’m pretty good at time management which helps. What is something you would recommend to help me become more excellent?
  • Referring to your client contact recommendation of 10-15 touches per 30 day period. What is your routine for those 10-15 touches adding value to the client and not offending them?
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The Year of Sales Excellence: Why YOU Matter! – Part 8 – Q&A

The Year of Sales Excellence: Why YOU Matter! – Part 8 – Q&A

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Melody Spann Cooper, CEO and Chairman of Midway Broadcasting Corporation, takes LIVE broadcaster questions! In this session:

  • How important is it that we are part of local boards and chambers of commerce?
  • What is the difference between a sales entrepreneur and a sales person in your opinion?
  • Could you reiterate that the ad dollars we see in digital and social media is really our money?
  • What do you see as the biggest challenge for broadcasters in motivating new young sellers and how would you address it?
  • Can you please re-explain what a 330 focus is?
  • We are a radio station in a smaller market located between two large markets. Three large, long-time bank clients have just greatly reduced their ad budgets with no explanation, even when we ask for their reasoning. Do you have any ideas on what my team and I can try to get answers and get some of those dollars back? These are direct clients, not working through an agency.
  • What are the best practices for a sales entrepreneur to take to improve their sales strategy?
  • What do you say to a potential client that says they do not need advertising because they are already busy and are not able to take on any more clients?
  • Our 100,000 watt FM station reaches many surrounding counties and communities. We’ve made great connections in our own city, but what would be some of your recommendations to make connections in other towns? We likely won’t be able to sit on their decision-making boards, but would like to find other ways to make connections and seem less like “an outsider.”
  • I’m an AE approaching retirement time. Any thoughts on how someone in my situation can keep the zeal and the passion going?
  • What should I say to a client who is “old-school” and doesn’t want to focus on digital advertising anymore, but their current advertising campaign is performing well. How can I convince them to make the shift or should I even bother doing that?
  • How do you stop the client analysis paralysis on numbers from last year? We are now in a new year and cutting into the 1st quarter while we wait for decisions. Do you have any suggestions?
  • What are some specific things that have helped you to improve relationships with clients?
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A Top Seller’s Self-Evaluation: Unlocking Profits and Personal Fulfillment – Part 10 – Q&A

A Top Seller’s Self-Evaluation: Unlocking Profits and Personal Fulfillment – Part 10 – Q&A

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LBS President, Gary Moore, answers LIVE broadcaster questions!  In this session:

  • I don’t spend 25% of my time actually in front of decision makers because it’s hard to get in front of them anymore. What is your favorite way to get the attention of the right people in a business – like a furniture store?
  • Can you share any successful tactics for keeping your prospecting funnel consistently full? How can I balance lead generation while nurturing existing client relationships?
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