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Sellers: Stop Using Rankers & Start Doing This…
(By Paul Weyland) Having just returned from another week in the field, I’m surprised again at how few tools radio account executives are really using when pitching local direct clients.
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So What’s The Best Schedule For A Local Client?
(By Paul Weyland) “What is the best schedule to recommend to a local direct client? I heard it was about 35 commercials a month or so, or OES.” That’s the question I was recently asked. Here are my...
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Stop Hating Agencies And Be More Like Them Instead
(By Paul Weyland) Just for kicks, let’s take off our broadcast shoes and try on the shoes of an advertising agency executive. I have always believed we could learn a lot from the agencies about selling...
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9 Questions For Local Direct Customers
(By Paul Weyland) By getting the client to answer these questions, I usually get all the information I need to put together a long-term creative campaign and a realistic budget. I limit my questions to...
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Don’t Shoot Yourself In The Foot
(By Paul Weyland) In presentations with local direct decisionmakers, you need to be more focused on specific ideas to make the client’s register ring. If the customer says no, they’re not saying no to...
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Making “WOW!” Presentations
(By Paul Weyland) This article is going to show you how to make a presentation so awesome that your clients will still be talking about them when they go home. First, let’s start with the truth. Most...
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How To Shorten The Sales Process
(By Paul Weyland) Sales managers in all-size broadcast markets are not only concerned about shrinking TV/radio rates, but also about longer sales turnaround times.
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It’s Easy To Sell Radio Ads. Don’t Make It Hard
(By Paul Weyland) As we enter a new year and make our New Year’s resolutions, let’s add this one, please. Let’s make a promise to make our product/service easier, not harder, for our local clients to...
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Setting The Table For A Long-Term Local Direct Sale
(By Paul Weyland) If a salesperson says, “Hi, may I help you?” What is your immediate reaction? “No, thanks. I’m just looking.” We all know that script. Here's how to change it and make more sales.
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What Skeptical Business Owners Need To Hear
(By Paul Weyland) Business owners are nervous. Some are panicking. Many are still in shock. After all, it’s only been a month or so since their world was upended. Many local business owners aren’t sure...
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