restaurant | Local Broadcast Sales

Setting Appointments Successfully / Knowing Your Client’s Margins! – Part 9 – 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?

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?

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

What steps do you take to come up with good headlines?
I want to get a fairly large local BBQ restaurant on my radio station. Any ideas?
Instead of asking for budget, is it better to present what you think is best for the client and ask for their thoughts afterwards?
Can you give an example or two for improving a voicemail message?

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

Our station doesn't offer any digital services - how would you reply to a client that is switching to all digital?
How would you sell to restaurants with multiple locations?
A lot of my clients and prospects are busy and say that they don’t have time to talk with me about their advertising plans. Any thoughts on how I can overcome their indifference?
Potential clients are asking me for demographics. When a station does not have a lot of that kind of data, where do you start?
You mentioned getting fired by a client. When and how should I decide to fire a client?

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

What steps do you take to come up with good headlines?
I want to get a fairly large local BBQ restaurant on my radio station. Any ideas?
Instead of asking for budget, is it better to present what you think is best for the client and ask for their thoughts afterwards?
Can you give an example or two for improving a voicemail message?