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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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