Successful Local Broadcast Sales

Successful Local Broadcast Sales

Book - 2008
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American Management Association
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 effectivelyHonest, practical, and accessible, this is the one handbook that shows novice and veteran salespeople how to thrive—not just survive—in the media business.

Book News
Drawing on 30 years of experience in the field, Weyland (media sales, University of Texas-Austin) shows novice and veteran television, radio, and cable salespeople how to prospect for clients, how to sell against other media, how to overcome call reluctance, and how to collect on bills without losing clients. Negotiation, branding, calculating return on investment, countering objections, and creating customized marketing and advertising proposals are some areas covered. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)

Publisher: New York : AMACOM, c2008
ISBN: 9780814480533
0814480535
Characteristics: v, 234 p. : ill. ; 24 cm

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