本地广播成功营销/SUCCESSFUL LOCAL BROADCAST SALES

2007-10  

Amacom Books  

Weyland, Paul  

234  

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.

Acknowledgments vIntroductionPART Ⅰ Selling Your Client on Why Your StationIs Logical to Buy, Regardlessof Your Ratings or Program　CHAPTER 1 Prospecting Local Direct: The Key to a Successful Broadcast Career　CHAPTER 2 Using Media-Savvy Strategies to Get Appointments with Key Decision Makers　CHAPTER 3 Making Broadcast Advertising Use>Friendly　CHAPTER 4 Explaining Broadcast Marketing to a Direct Client　CHAPTER 5 Advertising Clutter: You Are the Solution　CHAPTER 6 How We Really See and Hear Commercials　CHAPTER 7 Branding--It's Not Just for Cowboys　CHAPTER 8 Your Station Is the Logical SolutionPART Ⅱ Writing Genius Creative Whether You're a Creative Genius or Not　CHAPTER 9 Recognizing Creative Problems　CHAPTER 10 Creating a Centerpiece for Your Commerical　CHAPTER 11 Making the Spot Emotional　CHAPTER 12 Solving Consumer Problems Without Cliches　CHAPTER 13 Telling Your Target Market What to DoPART Ⅲ Demonstrating That Using Your Station　Is Not a Gamble,but　a　Good,Calculated Risk　CHAPTER 14 Calculating Return on Investment　ROD and Managing Client Expectations　CHAPTER 15 Explaining the Pure Logic of Buying　Your Station　CHAPTER 16 The Value of One New Customer　CHAPTER 17 Selling Against Other Media　CHAPTER 18 Why a Local Broadcast Client ShouldOwn Your StationPART Ⅳ Broadcast Sales Mechanics: How toMake Your Job Easier　CHAPTER 19 Creating Concise and Customized Marketing andAdvertising Proposals 　CHAPTER 20 Break Through the Commercial Clutter: PowerPresentations　CHAPTER 21 How to Negotiate Without Turning into a PitifulPuddle of Spineless Goo　CHAPTER 22 Why Objections Are Our Friends and Logical Ways to Handle Them　CHAPTER 23 How to Close Broadcast Sales Without Looking Like a Jerk　CHAPTER 24 The Value of Super-Servicing Your Local Client　CHAPTER 25 Collecting--How to Make Sure You Don't Work for Free　CHAPTER 26 How to Overcome Call Reluctance　CHAPTER 27 ConclusionIndex

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