| Description |
1 online resource (v, 234 pages) : illustrations |
| Note |
Includes index. |
| Contents |
Selling your client on why your station is logical to buy, regardless of your ratings or program -- Writing genius creative whether you're a creative genius or not -- Demonstrating that using your station is not a gamble, but a good, calculated risk -- Broadcast sales mechanics : how to make your job easier. |
| Summary |
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 longterm contracts with local businesses; and, negotiate more effectively. |
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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. |
| Subject |
Selling -- Broadcast advertising.
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Broadcast advertising.
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Publicité radiodiffusée -- Vente. |
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Publicité radiodiffusée. |
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broadcast advertising. |
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Broadcast advertising |
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Selling -- Broadcast advertising |
| Other Form: |
Print version: Weyland, Paul. Successful local broadcast sales. New York : AMACOM, ©2008 9780814480533 (DLC) 2007021981 (OCoLC)137244751 |
| ISBN |
9780814409800 (electronic book) |
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0814409806 (electronic book) |
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(pbk.) |
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(pbk.) |
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