Paul Weyland | Local Broadcast Sales

Mastering Long-Term Local Sales Strategies – Part 6 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

I’m new to selling at my TV station. What do you think about focusing on smaller clients? It seems like it would be easier to make lots of smaller sales because there is less competition instead of the relatively few big ones everyone is selling to.
Do you have any ideas for local lawn care companies?
Is radio good for B2B business? I am trying to sell to a local company that creates custom software that allows different brands of machinery to communicate with each other.

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 12 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

How do you get chain banks to advertise in a small market?
Once you come up with the margin or average sale, then what? How do you use that information to come up with a budget?
What would you say to a business that responds with, "We don't need to advertise! We're backed up as it is."
What's your main discussion point if you are not leaving behind station info - besides “who is the decision maker?”

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 11 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

Can you provide some tips for calling on florists year round instead of just for holidays?
I’m a new sales rep in my market. Stations around here seem to take the money and run which makes it hard to build trust with customers. What can I do to build trust and get a meeting?
Do you carry material or information about your station with you when you walk into businesses to set an appointment?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 10 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

How do I keep people from flaking out on scheduled meetings? We meet in person, set up a good time to meet again, and then I'll call to confirm and get ghosted.
Any suggestions with the HVAC category?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 9 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

Our company is pushing us to sell digital. What is the best way to incorporate digital marketing into a long-term radio campaign?
Any ideas for the Textile industry? I am looking at potential big business in resort, hotel, and hospital linens, uniform rentals, and high end restaurant linen tablecloths.
What are the typical gross profit margins for: Furniture, Jewelry Stores, and Kitchen Remodelers?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 8 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

I'm working with some HVAC and Solar companies. What is an ROI and gross margin I can use? Also what are some headlines you would use with them?
Can you provide information on how to reach financial business, specifically credit unions?
Should you make cold calls in-person or via telephone?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 7 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

I have seen great results with direct messaging prospects on Instagram. Keeping it short and sweet makes it easy for them to respond. I haven't gotten a response to an email in weeks. What is a short and compelling email subject line?
What headline can I use to approach a county health department in Florida?
I am going after Veterinary Hospitals. The decision maker is the doctor and it is hard to get ahold of them to set an appointment. Any suggestions?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 6 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

I had a restaurant owner argue with me that Gross Margin of Profit includes both food and labor. Do you argue back in a stalemate or roll with it?
We are a non-commercial station. Any ideas about headlines for non-commercial stations?
I have a seller that suffers from call reluctance for appointment setting. What is the best way to coach her through this?
I've used average sale to come up with a budget. Seems a bit more cumbersome to get a gross margin percentage - especially if I don't know the gross margin coming in to the call. Can you please elaborate?

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 5 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

Can you provide some information I can use with local hardware stores?
I’m new at selling radio. Do you have any ideas for real estate? Should I even bother calling on them for my radio station?
How can I promote job openings in my market? I have a lot of customers in different industries who need help hiring.

Better Advertising Campaigns Aren’t Just Essential, They’re Existential! – Part 10 – Q&A

LBS Webinars - 2023, Paul Weyland Q&A

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

You mentioned a formula for schedules: 1. Have one idea, 2. rotate the spots around it...was there an additional point?
How do you get started with jingles?
I am working with a newly-opened independent wine market/liquor store with a foreign owner who wants to get new clients to come to the store. They also sell lotto tickets and have a Fireball February special. How can we set him apart on our country radio station?
What is your opinion on creating spec copy from client websites?
We have a few bed and breakfast/wedding venues that are advertising on a promotion we are doing. What’s the best way to advertise them differently so it does not get redundant? I want each business to benefit equally but have different messaging.