For the right person, a career in media sales can be glamorous, rewarding, and lucrative. But without the right guidance, it can also be challenging. Author Paul Weyland has decades of experience working with local direct clients. Now, in "Successful Local Broadcast Sales" he shares his hard-won wisdom, showing television, radio, and cable salespeople how to get more sales. Honest, practical, and accessible, this is the one handbook that shows novice and veteran salespeople how to thrive - not just survive - in the media business.
Successful Local Broadcast Sales: 7
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Book Description
Editorial Reviews
Book Description
For the right person, a career in media sales can be glamorous, rewarding, and lucrative. But without the right guidance, it can also be challenging. Author Paul Weyland has decades of experience working with local direct clients. Now, in Successful Local Broadcast Sales he shares his hard-won wisdom, showing television, radio, and cable salespeople how to get more sales. This invaluable resource gives readers the tools they need to:
• get appointments • write great proposals and presentations • sell against other media like newspapers and the Internet • overcome rate resistance • close sales without alienating their clients • create genius creative without being a creative genius • calculate ROI for the client’s advertising dollar • land long-term contracts with local businesses • negotiate more effectively
Honest, practical, and accessible, this is the one handbook that shows novice and veteran salespeople how to thrive—not just survive—in the media business.
About the Author
Paul Weyland (Austin, TX) is a sought-after public speaker who presents to nearly 10,000 broadcast salespeople, managers, and station owners a year. He has worked with many state broadcast associations and has been teaching a media sales course at the University of Texas in Austin for seven years.
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful:
5.0 out of 5 stars
Is this book a secret?,
By claude whitacre "Claude Whitacre - Author" (wooster, ohio United States) - See all my reviews (REAL NAME)
Amazon Verified Purchase(What's this?)
This review is from: 2007 Fall list: Successful Local Broadcast Sales (Hardcover)
This book has been out for over two years, and nobody has written a review? This book is an undiscovered treasure, I think.
First let me say that it's refreshing to read a book on selling advertising by someone who has actually done it. This book covers all the bases, prospecting, answering the most common objections, and closing. It's obvious that the author has a firm grasp on how selling actually works. He covers all the ways your client might advertise, and all their strengths and weaknesses. He covers the most important part of advertising; Know how to advertise. It's the secret that separates the high producers from the bottom feeders. He also covers completely how to convince the client to see advertising as an investment, and not an expense. How to discuss Return On Investment instead of the cost of the ad. This is a complete course on how to sell broadcast advertising. But I would recommend the book to anyone selling any sort of advertising. The principles, problems, objections, and solutions are the same. I wish I had written it.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
A Godsend.,
This review is from: 2007 Fall list: Successful Local Broadcast Sales (Hardcover)
This book is truly a breath of fresh air for me. I am fairly new to radio broadcast sales and had no idea I was making so many mistakes. I can't put this book down and I am eager to start putting all the principles into effect. If I could hug Paul Weyland, I would. Thanks Paul!!!
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Awesome,
Amazon Verified Purchase(What's this?)
This review is from: 2007 Fall list: Successful Local Broadcast Sales (Hardcover)
This is a "must-have" if you want to be successful in broadcast sales. Even if you are a successful broadcast sales person, this will hone your skills even more.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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advertising clutter, local direct business, broadcast salespeople, broadcast salesperson, good calculated risk, marketing triangle, against other media, uneducated clients, emotional headline, signal coverage area, commercial impressions, media salespeople, call reluctance, bad advertising, expectations about results, bonus spots, direct clients, identifiable difference, brake repair Key Phrases - Capitalized Phrases (CAPs): (learn more)
Yellow Pages, Selling Against Other Media, Negotiate Without Turning, Solving Customer Problems Without Clichés, Broadcast Chiquita, Prospecting Local Direct, Explaining Broadcast Marketing, Using Media-Savvy Strategies, Pitiful Puddle, Calculating Return, Recognizing Creative Problems, Overcome Call Reluctance, Making Broadcast Advertising User-Friendly, Close Broadcast Sales, Mexico City, Break Through the Commercial Clutter, Don's Brake Repair, Client Objections Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
advertising clutter, local direct business, broadcast salespeople, broadcast salesperson, good calculated risk, marketing triangle, against other media, uneducated clients, emotional headline, signal coverage area, commercial impressions, media salespeople, call reluctance, bad advertising, expectations about results, bonus spots, direct clients, identifiable difference, brake repair Key Phrases - Capitalized Phrases (CAPs): (learn more)
Yellow Pages, Selling Against Other Media, Negotiate Without Turning, Solving Customer Problems Without Clichés, Broadcast Chiquita, Prospecting Local Direct, Explaining Broadcast Marketing, Using Media-Savvy Strategies, Pitiful Puddle, Calculating Return, Recognizing Creative Problems, Overcome Call Reluctance, Making Broadcast Advertising User-Friendly, Close Broadcast Sales, Mexico City, Break Through the Commercial Clutter, Don's Brake Repair, Client Objections Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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