What We Can Learn From Ad Agencies About Selling and Retaining Long-Term Local Direct Business – Part 8 – Q&A

Paul Weyland takes LIVE broadcaster questions! In this session:

  • We’re a tiny local station.  How would you handle losing big corporate sales to businesses that handle advertising on a larger scale, where we tend to fall through the cracks? Our local advertiser fought for us to be in the loop, but corporate went another way.
  • I had a new business on for 14 months and booked for the rest of the year.  They got busy and hooked up with an out of state agency that states on their website that they buy bulk so they get the best rates at the stations.  When I submitted rates, I gave the agency the same rate that I had booked with local direct.  The agency then went with another station group.  We are a dominant #1 in the market.  I am thinking he told the client that he got better rates than the client could have at the other station to try to validate their position.  Any thoughts on me reaching out directly to the client?  I think there is some misinformation being shared.
  • It’s hail season in Texas which brings a flood of salesmen flocking to roofing companies. It also brings a lot of fly by night roofers who come to town for a couple months and move on. Any tips on how I can stand out among all the other media sales people?
  • How do you feel about musical branding?

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What We Can Learn From Ad Agencies About Selling and Retaining Long-Term Local Direct Business – Part 7 – Q&A

Paul Weyland takes LIVE broadcaster questions! In this session:

  • I struggle with creative. How do I get better in this area?
  • Do you have any ideas for a shoe store?  I’m in a small market and know that I can get more people through their doors if I can get their attention!
  • Other than Toastmasters, what other platforms/trainings would you recommend for presentation skills? Our local Toastmasters meets at a time I am never able to make.
  • I need a new idea for an eye doctor.  All they do is promote the predictable discounts on lenses and frames.

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What We Can Learn From Ad Agencies About Selling and Retaining Long-Term Local Direct Business – Part 6 – Q&A

Paul Weyland takes LIVE broadcaster questions! In this session:

  • I deal with a lot of small business, what if they can’t or won’t commit to a five-year plan?  Or even a one-year plan?
  • I recently had an account that is an assisted living facility try to cancel their one year contract, six months in, saying they haven’t had one move in (they said they were tracking) and told me they will no longer be advertising after May 31st.  I explained their contract did not have a cancellation clause, how would you handle this?
  • How would you convince a locally-owned tire store to work with your station?

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Mastering the Entire Appointment Setting Process – Part 9 – Q&A

Paul Weyland takes LIVE broadcaster questions! In this session:

  • Our radio station does not have a dentist on the air. We are planning to pitch a few. What should an initial plan to dominate the category look like in terms of schedule and frequency, etc.?
  • Do you think it’s better to call on the phone or just drop in to try to schedule an appointment?
  • How do you use headlines to reach prospects through email?
  • Would you use your headline in the subject line of the email or the opening statement?

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Mastering the Entire Appointment Setting Process – Part 6 – Q&A

Paul Weyland takes LIVE broadcaster questions! In this session:

  • How would you get the attention of a local landscaping company that mostly focuses on lawn mowing?
  • What steps do you take to come up with effective headlines for a prospect and then make sure that you can deliver on them?
  • A local furniture store owner in my medium-sized market will not meet with me and is really rude about it. He even told me to get out of his store once! I know that my station can get him more customers. Do you have any ideas for headlines for a furniture store that I can try to get his attention?

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Reasons to Keep Advertising Even During Inventory and Labor Issues – Part 3 – Q&A

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

  • How do we verbally take people by the shoulders and shake them? Isn’t winning the 6 inch space between peoples’ ears more important than ever?
  • Do you approach brand new clients differently than you address existing clients?
  • Can you provide some insight on how I can approach a local RV dealer to talk about being on my station?

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Reasons to Keep Advertising Even During Inventory and Labor Issues – Part 4 – Q&A

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

  • Lots of commercial copy seems to mention the “uncertain times” we live in. These uncertain times could last for years. Is there a certain point we should move to more positive messaging?
  • Any suggestions on how to ask current clients for referrals? If we have a good relationship with a client, this should be an easy question to ask. Why isn’t it?
  • How would you get a bridal shop to consider advertising? They are big enough and they should be on the air.
  • How do you handle the objection that the advertising will do “too well” and they will be unable to handle the load with staff shortages and fear they will then start to be seen negatively because they cannot provide quality service?

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