Subject:
The Offer Your Local Client Can't Refuse
You are receiving this email
from Paul Weyland Communication Strategies because you purchased a
product/service or subscribed on our website. To ensure that you
continue to receive emails from us, add nhutzler@swbell.net to your
address book today. If you haven't done so already, click to confirm your interest in receiving
email campaigns from us.
You may unsubscribe if you no longer wish to
receive our emails.
|
Weapons of Mass Seduction
How to Make Big
Money in Local Broadcast
Sales
June 2007-Vol
2/Issue 4
| |
|
|
|
| Dear Paul, |
|
Hello media owners, managers, and,
salespeople,
In this newsletter edition we will explore ways
that you could become your local direct client's number
one resource even if your ratings say you're number 20.
We will look at ways you can help your local
clients fight back against giant national discount
competitors without having to discount their merchandise
or services. And, we'll do it in mere
minutes. | |
|
| Pre-order My New Book Now on
Amazon.com |
 First for
those of you who keep asking, YES. My book, "Successful
Local Broadcast Sales" is about to be published.
This has been no small feat for me (I actually have big
feet) because like most media sales people I have
ADD-HD, or High-Definition Attention Deficit
Disorder. Click on the image at left to learn more
about the new book available for pre-sale on Amazon.com.
This book is designed to help people in broadcast
sales do a better job prospecting, get appointments with
key decision makers, make better proposals and then make
the best presentations your local direct clients have
ever seen. You'll learn better ways to handle
objections, negotiate and close more long-term business.
You'll discover how to double or triple what local
clients perceive they should be spending on your station
without having to discount your rates or give away free
remotes. You'll learn how to pitch annual
contracts in language your client wants to hear, despite
your ratings or lack of them. Click on the image
above and pre-order the new
book. |
| How to Make the Offer Your Local Client Can't
Refuse |
|
When you
start showing clients how to attract new
business without discounting, you'll go from zero
to hero in 4.5 seconds. Here's how.
If every time you saw or heard
from me I solved a problem for you, would you be
glad to see me? Would you take my
call? Sure you would. You could
have that same effect on local direct
clients. You could be that one person they
love to see because you are the only media sales
person they know that regularly identifies and
solves problems for them. Here's how to make the
offer your local direct client can't refuse.
First
do some research. Try to determine what keeps
that client up at night. Perhaps it's a
national discount competitor that is driving your
local client out of business. You can see from
your local client's advertising that he thinks
that the only way to fight back is by discounting
his product or service. But clever
you...you have come up with a way your client can
compete without sacrificing his gross margin of
profit. How? By doing his thinking for
him. He's certainly no expert when it comes
to advertising. That's evident from his
cliche advertising usually relying on
discounts. He needs someone to help bail him
out of the hole he's digging for himself.
He'll never win the price war with Wal-Mart.
But with your help he will find a better, less
expensive way to do business and he will
never, ever forget you for it.
What is
that one solid thing your client can do that his
discount competitors can't do, or can't do as
well? Think
about that. I mean, really think. This one
thing would become your client's identifiable
difference. Put yourself in the shoes of your
client's potential customers. Could your
client identify and solve a problem that some of
your listeners or viewers are having? Identify the
consumer's pain, frustration or problem.
Could your client's identifiable difference ease
that pain, frustration or problem? Could
this identifiable difference create enough
value to the consumer to overcome price
objections?
For example, if the client is a
realtor could he say that even in a tough real
estate market he sold four, five, ten, twenty
homes last month? If I needed to sell my
house quickly I think I would pay very
careful attention to a commercial about a
person who sells lots of homes.
Or what if the client owned a
restaurant that packaged nutritious family dinners
to go? Couldn't he solve a big problem for
guilty moms and dads who work late and don't have
time to fix healthy meals for their
children?
If your
client is in the auto service industry, will he
loan you a car until your car is fixed? Or,
can he arrange to get a rental car at little or no
charge to the customer? That means so much
to some people. I've had friends and
relatives who are so terrified about not
having transportation that they'll drive on tires
or with brakes they know are bad. Some
people will even continue to drive a car when the
oil or engine lights are on because they can't
stand the thought of being without a car.
Show your client how he
could turn his mundane, wallpaper discount
advertising message into a welcome public service
announcement with no discounts
necessary. Your client's message could
be a godsend for many consumers when he
identifies and solves their problems for them in
language they understand.
Does your
client have loyal customers that wouldn't mind
testifying on his behalf about why they love doing
business with him? People believe real
people with real stories more than they believe
disc jockeys. Testimonials from your
client's evangelists create desire in other people
with similar problems.
Get into the habit of identifying
and solving other people's problems.
When your client
finally realizes that your plan for his success is
better than his own plan, he'll loosen his purse
strings, take your hand and let you lead.
You'll be a valuable asset regardless of your
rates, ratings, program or format. Those
will all become secondary to your value as a
trusted advisor and problem solver.
| |
| Another Great Way to Get an Appointment with a
Key Decision Maker |
|
By simply using the strategy from the above article
"How to Make the Offer Your Local Client Can't Refuse,"
you are qualified to use a new opener for getting
appointments with key local direct decision
makers.
Instead of using the cliche opener, "Hi, my name is
_______ with Station ________ and I just wanted to talk
to you about your AAAAADVERTISING," you could now stand
out from the crowd of media pests who always use
that same opener by simply saying, "I have
discovered a logical strategy to attract new
business without you having to discount anything. Let me
show you what I've discovered."
Your bold statement would stand out because it
uncovers a huge problem for many local direct clients
who just don't know any better way to attract business
other than giving up their gross margins of profit. Of
course, you'll need a good plan before you make your
claim. |
| The Quickest Path to Success in Local
Broadcast Sales |
BUY
THESE NOW.  If
you don't have these CDs then you aren't playing
with a full deck. They have helped many, many broadcast
salespeople sell a lot more local direct business.
They will motivate you and at the same time give you
valuable information you can use immediately to work
your way into the client's "circle of
trust." And
finally, my CDs have been packaged together, so you
can buy all four at a lower price. If you are in
management you'll want a set for every seller on your
staff and that means that instead of staring off into
space sitting at their computers sellers will be
listening to sage long-term selling
advice as they drive out to see clients.
If you are a seller and your boss is too stingy to
buy the set for you then it's in your best interest to
buy them for yourself NOW so you can start impressing
your friends. Soon after listening you'll be the top
biller at the station. You'll be driving an Aston
Martin with flashy rims and sporting diamond
dental grilles, while those that don't buy will be
living under a bridge somewhere snacking on wasps
for sustenance. That's not just a curse, it's a
promise.
The four CD set includes Direct
Selling Step-by-Step, Sales Basics: How to Make
Broadcast Sales Logical, Natural and Fun,
Long-Term Local Direct: How to Get Rich in Broadcast
Sales, and my newest CD On the Spot: How to
Produce Genius Creative Whether You're a Creative Genius
or Not. Armed with these four CDs you'll learn the
ten things you must teach every direct client, better
ways to prospect, present, negotiate, close and collect,
what's in it for you and your client to sign a long-term
contract, and the elements of good creative. Better than
a slap across the belly with a wet fish.
Click here to learn more about the
CDs. | |
|
|
The best part about beating your head against the
wall is it feels so good when you stop.
Here's a more pleasant and lucrative way to
make budgets: Invite me to your market to
train your salespeople and managers on how to create a
long-term local direct culture. Imagine not having
to put another cheap package out on the street. Imagine
more and more annual contracts at rate card.
Imagine not having to go through the humiliation of
another "free remote" or another "added value"
schedule.
While I'm with you we could do a client
seminar. Why not? I'm there with you
anyway. So instead of going after new direct
business with pea shooters, one sales call at a time, we
educate your local business community en masse. No
more cheap packages. We're talking full rate
card. I teach local businesses why it's in
their best interest to advertise with your station
regardless of your ratings or lack of them. By the
time I'm through rate resistance will be the last thing
on the client's mind.
This training is immediately effective for your
sales, management and production staffs. And,
you can absolutely afford it. Contact us at paul@paulweyland.com, or call us at
512 236 1222. Visit www.paulweyland.com to learn more
about the sales and client training program that could
help you make and exceed budget for the year. I'll
help you make money and everybody will have fun in the
process.
It's very possible that my plan for your
success may be better than your own plan. Very
possible. I certainly do know that my way
is a lot more fun and more lucrative than
beating...beating...beating your head against the wall
until the mercury egg sack inside finally breaks and
your brains leak out.
Knock 'em dead and have a great
July. |
Paul Weyland Communication
Strategies | |
|
Paul Weyland
Communication Strategies | nhutzler@swbell.net | Austin | TX |
78701 | | |
