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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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