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

• I have a community college client who will not call us back. Their previous marketing director left suddenly, and the new director won’t call or email us back. I’ve used your ideas to get him to call us back but he doesn’t. At what point do I go above him since he isn’t returning my calls?
• Digital is hard for radio sellers. How do you get a seller comfortable with asking for more advertising share by adding a digital campaign?
• How do you get a restaurant to understand their gross profit margin? They all want to add in their labor so all of a sudden that $20 plate of spaghetti costs them $18 of expense. We know that’s not true. I tell them we’re bringing in extra business that they wouldn’t have if they didn’t advertise. The labor expenses are there either way, so they shouldn’t go into their ROI calculation. We’re bringing more profit to help them pay for those fixed expenses, but they still don’t seem to understand.

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

• We have just purchased a new station (Classic Hits) in a small market (approx ranked #220). I’m open to any ideas regarding the approach to prospects in our infancy.
• Do you have any advice for small town radio stations? I see a lot of smaller owned mom and pop businesses who just never have the budget or won’t give me the time of day to sit down and do a customer needs analysis.
• I work as an on-air talent, and sell sports on the side, mostly on the phone, but want to start selling more local advertising in person. What are the most important things I need to focus on learning?

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

• Can oil change places be a good target for having 32 active accounts? I know a guy who owns a franchise of several in our market.
• I have been coming across the issue of prospects telling me they are only doing or switching to digital advertising instead of broadcast. How do you go about signing them on, or keeping them at that point?
• Would you pursue a local windows and doors replacement company? This seems like a business that is full of sharks looking for the cheapest advertising option and that’s not us.

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

• I have a client that is a marijuana dispensary and they want to end their annual contract. They are concerned about their renewal costs and taxes. They started this contract 3 months ago and while their ads are running they are seeing a huge increase in business. How do I convince them to stay with the contract while they are concerned about their daily costs of running their business?
• Do you have any suggestions for talking to a local movie theater? It’s part of a chain, but they aren’t advertising their dinner and a movie deal except in their infrequent national spots.
• I’m noticing a lot of media companies focusing on “digital” at the expense of radio. It seems like some companies are ‘giving up’ on radio and putting digital first. Radio (as we all know) has great potential and a HUGE audience compared to digital. It seems like some broadcast companies are forgetting the value they hold in their hands. What are your thoughts on this?

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

• How would you talk to a tire store about advertising on my station?
• What is a surefire way to get an appointment to conduct a customer needs analysis?
• Are used book stores worth talking to? We have one here that seems to do a decent amount of business.

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

• Do you have a sheet with info on profit margins by category?
  What if I have a client that says “I don’t sign contracts, but I still want your best deal.”?
  Can you expand on the fact that we should start every month already at 50-75% of goal?