Successful Local Broadcast Sales
Author: Paul Weyland
Pub Date: September 2007
Print Edition: $14.95
Print ISBN: 9780814431627
Page Count: 240
Format: Paper or Softback
e-Book ISBN: 9780814409800
Buy the book:
Successful Local Broadcast Sales
New AMACOM Book Gives Media Professionals the Power to Boost Sales and Woo Clients
Every year, thousands of marketing and communications students graduate from school in pursuit of a career in television or radio. For many of them, a job in broadcast sales can offer them more glamour and money than they ever imagined. Those who succeed have access to the best parties, the hottest sporting events, and may even have the opportunity to travel or live abroad. But a career in broadcast sales can be challenging without the right guidance. Turnover in radio and television sales departments is high and getting higher all the time. In addition, the influx of new media like iPods, satellite radio, and interactive cell phones has made closing sales even more difficult. For the right person, however, there is still a tremendous opportunity to build a rock solid career.
Author Paul Weyland has decades of experience working with local direct clients. Now, in SUCCESSFUL LOCAL BROADCAST SALES (AMACOM 2007) he shares his hard-won wisdom, showing television, radio, and cable salespeople how to get more sales. Written for the novice and veteran salesperson alike the book includes valuable information on how to prospect for clients, how to create genius creative without being a creative genius, how to sell against other media, how to calculate ROI for the client’s advertising dollar and how to close long-term contracts with local businesses.
This invaluable resource gives readers the tools they need to:
• Overcome call reluctance.
• Write powerful proposals
• Explain broadcast marketing to their customers
• Negotiate with confidence
• Create great commercials
• Calculate ROI (Return on Investment) for the client’s advertising dollar
• Collect from their clients without alienating them
Complete with advice on solving customer problems without clichés and getting appointments, SUCCESSFUL LOCAL BROADCAST SALES is the one book that will enable readers to stay prosperous and productive in their careers—with all of the joy and none of the frustration.
About the Author:
Paul Weyland (Austin, Texas) 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 several years. He has made a name for himself speaking to and working in executive level positions in the television and radio business.
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