Welcome to the Local Direct Chronicle

Hola chiquitas, broadcast salespeople, managers and owners,

I am just back from doing seminars in Missouri, Montana, Mexico and Australia. Thank you, all of you, who attended or sent people to these events.

Over and over during these trips I heard the same thing from sellers and managers. "How do I overcome rate resistance? I have been calling on this client for six months now and all they say is that I'm too expensive. I don't know what to do with this client."

Well, there are a couple of issues we can address here, right now and they are:

1. How people perceive or do not perceive value for a product or service.
   
2. When to know it is time to give up on a client and move on.

Rate Resistance
by Paul Weyland

Let us start with why rate resistance ever comes up to begin with.

When someone is uneducated about a particular product or service, the first objective is always the price or rate. Think about it. When someone is trying to sell you something you do not completely understand, the RATE or COST will always be your first line of defense. It is the first "card" you will use in your "hand" of resistance. I have got a personal example for you.

While remodeling the exterior of my house recently, my wife (Nancy Fancypants) pointed out that both the pool and the spa needed attention badly. She had taken several bids on refurbishing a 30-year old swimming pool. I thought the cost was astronomical, but after comparing bids, I became okay with a general price range for the work we needed done. But I PUT MY FOOT DOWN on the spa. "Thirty-five hundred MAX is what we will pay for that spa," I told her. And, she agreed. By the way, we knew NOTHING about spas. We had never shopped for a new one.
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"Just wanted to let you know how much I enjoyed the Paul Weyland seminar in Billings. Not only did Paul teach us the basics and do it very well, but did it in a humorous way that really made it enjoyable! He will be hard to beat as far as seminars go and believe me, I have been to many others.....but Paul is the best!"

~ Clark Fletcher
KTVQ, Billings, Montana

"Hi Paul, Our staff recently got to participate in your seminar at the Arkansas Broadcasters convention. We were all knocked out. Clarity. Brevity. Really cut through the "crap-o-sphere" and our heads are still spinning. At most seminars they either leave early or doze off! That's the truth. Our folks were impressed and they want more! Thanks,"

~ Craig T. Dale
Camden, Arkansas

Production is almost completed in the first in a series of creative compact disks entitled Spots Before Your Eyes. This CDR will contain at least 17 audio commercials along with their scripts from various product and services categories. Before or immediately following each commercial, producer Jimbo Kipping and I will discuss the logic and the thought behind the writing and production of each commercial. This will be an excellent resource for radio and television account executives, managers and production people.

You will be able to order Spots Before Your Eyes on line at my e-Store, Weyland's Web Store or pick one up personally at my seminars.

Better, more logical spots will break through the Craposphere and make it much easier for your listeners or viewers who are ON for your clients product or service to remember your clients product or service. For everybody else, we are starting the BRANDING process.

Sample Spots

Car Audio
Here are two terrific car audio / electronics spots that are perfect for holiday traveling.

Updates & Notes

Is anyone out there using the guaranteed marriage jewelry spot? Please e-mail me and let me know how it is doing in your market.

A heads-up to those of you running your computers under a Microsoft-based operating system. Before getting the Microsoft "stamp of approval", software developers for Windows- based programs are now designing their work using the Microsoft .net Framework, a Windows-wide standard. This is a good thing as it should help to standardize the development of some of those crazy, memory-eating algorithms that will eventually eat your computer and then your mind. You can download Microsoft .net Framework to your desktop or laptop at any time by going to your Start button and click on your Windows Update
icon. We suggest that as a practice you go through this update procedure on a regular basis in order to get the patches you need for your computer's protection, security and your privacy. The .net Framework should load along with the latest Windows updates. Note: Please allow an hour or so if this is the first time you update your Windows system. All subsequent updates will be completed fairly swiftly.

What? I have not been in your market for a while? Let your broadcast association and your station manager know that you want Paul Weyland back in your town. Here is a link to the seminars that I offer. Weyland's Seminars

Check your calenders and call (512) 236-1222 or e-mail us to get me into your market! 2004 is booking up -- CALL US!

The Professional Mediator is in its final development stages. We should be ready to launch soon. The Professional version has a built-in proposal writer including a variety of proposal formats, can print and export!

The hand-held version and the original Mediator are still available free at The Mediator(TM)

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