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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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If You Can’t Tell It, You Can’t Sell It – Part 10 – Q&A

If You Can’t Tell It, You Can’t Sell It – Part 10 – Q&A

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

  • Any ideas for an organization that cares for handicapped individuals in their facility, to the point of even providing jobs for some?
  • Is there a way to secure long-term business with clients that have services that are very seasonal, such as lawn care where we have deep winters, or tourist-based businesses with distinct tourism seasons?
  • How do you respond to the client who says “I have more business than I can handle”?
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If You Can’t Tell It, You Can’t Sell It – Part 8 – Q&A

If You Can’t Tell It, You Can’t Sell It – Part 8 – Q&A

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

  • Any ideas for selling to non-profits? What about the constant claim that no-profits don’t have money?
  • Sometimes I have to contact companies via email. How do I make my emails stand out and get opened?
  • How would you sell to a local coffee shop?
  • How would you sell to electrical contractors?
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If You Can’t Tell It, You Can’t Sell It – Part 6 – Q&A

If You Can’t Tell It, You Can’t Sell It – Part 6 – Q&A

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

  • How did you get to $200,000 billing each month? What steps do you recommend to a seller to get up to that and maintain it?
  • I have a client who owns a gift shop that offers products and price points for all consumers. They sell high end collectables and year-round Christmas items. After a 6-month campaign on multiple stations, they do not believe that they produced new customers, but the cashier does not ask how buyers found the store. In addition, they are off the beaten path with poor visibility from the street. I’d like to get a campaign on air and digitally – starting before the holidays. I’m struggling with how to get them back when they say they aren’t getting results. How would you approach this?
  • If you don’t carry live sports on your station can you still sell sports advertising? Do you think we could give opportunity for Sponsorship to a time for listeners to call in and talk about a certain game, team, or how to play the sport?
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If You Can’t Tell It, You Can’t Sell It – Part 5 – Q&A

If You Can’t Tell It, You Can’t Sell It – Part 5 – Q&A

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

  • Our company, along with numerous radio stations across the board, are having difficulty selling sports this year. Do you think the current economy is a factor? How would you sell sports?
  • How would you pitch a church to get on a Christian radio station?
  • How would you sell to a dog training company?
  • I am currently filling in for the main sales person for our radio station who has done it for 30 years and am new to sales, but doing my best to learn the ropes. I work for a smaller radio station nestled between small towns and am trying to sell events to surrounding businesses and sponsors. Unfortunately a lot of businesses are retiring, shutting down due to not enough business or other reasons and are saying no to business with us. Because of this, I’m not making enough sales. Any ideas to work through these situations?
  • How would you promote a hiring campaign for a windmill company?
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If You Can’t Tell It, You Can’t Sell It – Part 4 – Q&A

If You Can’t Tell It, You Can’t Sell It – Part 4 – Q&A

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

  • How do you suggest overcoming constant rejection and persevering with a positive mindset?
  • Can you expand on why focusing on low-price or cheap packages isn’t optimal?
  • How is the current record spending in political going to impact the fourth quarter and the upcoming year’s first quarter?
  • What do we say when we have an established furniture store that believes that everybody already knows where they are?
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Why It’s Tougher to Set Appointments Today and What to Do About It! – Part 14 – Q&A

Why It’s Tougher to Set Appointments Today and What to Do About It! – Part 14 – Q&A

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

  • Do you have any headlines for florists?
  • I have been explaining to clients that packages and promos are great for good will, but don’t necessarily give them a chance at their best messaging. I am doing well at selling these, but want to move some to regular advertising. Is this a good or bad approach? Do you have other suggestions?
  • I’m an appointment setter for our sales department. How do I set appointments and bring information to the table without overstepping?
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Why It’s Tougher to Set Appointments Today and What to Do About It! – Part 13 – Q&A

Why It’s Tougher to Set Appointments Today and What to Do About It! – Part 13 – Q&A

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

  • How would you go about closing a sale after many proposal meetings with a single customer? They say they are very interested and have told me many times they are discussing but I am trying to temper my thoughts that they are just wasting my time.
  • How do you get a busy restaurant owner to sit down with you to hear your headline?
  • What do you think about using a headline to the effect of “I have a way to help use your co-op dollars more effectively.”?
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