Broadcast Media Sales and Management Training Blogs

Luce Performance Group
 
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The True Value of a New Customer

Jun 15, 2018

When's the last time you sold your media and you got the credit for bringing in a new customer to the retailer's business? As a matter of fact, when was the last time you calculated what that new customer is worth to the business? Many readers ...

Selling Long-Term Business

Jun 14, 2018

  Here's a typical scenario involving a sales rep and a new advertiser, let's say a furniture store: The sales rep leans forward, looks the prospect in the eye, and says,"What do you say? Let's do an annual schedule." He hopes ...

Introducing The Buyer Awareness Cycle

Jun 13, 2018

In my seminars, the most-requested research information that sales reps need to justify long-term schedules for their clients has been the "Buyer Awareness Cycle," or BAC. First, let me lay some pipe on why this research was initiated and how ...

Make a "Federal" Case out of your Client Questions

Jun 12, 2018

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Six Must Know Tactics For Getting And Keeping Clients

Jun 11, 2018

You say that you have never taken a client for granted. I wouldn't bet on that. Your No. 1 client is usually someone else's No. 1 prospect. Too many times, in a rush to procure new business and sign up prospects, we have a tendency to take our ...

How to Deliver What the Client Expects

Jun 8, 2018

On a recent trip in the field with a sales rep in Atlanta, we were in the middle of an information/problem-gathering first call. The prospect was a satellite sales and service retailer who sold and installed satellites as well as programming. We asked ...

The Most Powerful Evidence

Jun 7, 2018

One tool every manager should include in his or her sales arsenal is the client testimonial. During my first market trip to Greece for consulting an LPG client in April, my final task for the sales department was to have them put together some video ...

Don't Let Your Quarterback Be Sacked

Jun 6, 2018

As those of you who follow American football know, the quarterback sack during a football game is when the quarterback (the on-field leader) is tackled by the opposing team behind the line of scrimmage. This usually occurs because of a breakdown when ...

The Customer's Vote Is What Counts

Jun 5, 2018

It takes about 11 hours in the air to travel from the Dominican Republic to Thessaloniki in northern Greece. I made the trip to assist a radio station client there, and this is another installment on how that task was accomplished. 10 a.m.,Wednesday ...

Increase Your Telephone Appointment Closing Ratio

Jun 5, 2018

In the early morning, most sales departments are abuzz with reps on the phone setting up appointments with prospects. I often hear the proverbial, "I'd like to come over and talk to you about advertising." Inevitably, I also hear, "We ...

The Do's and Dont's of Telephone Etiquette

Jun 4, 2018

For most sales reps, phoning for appointments is Maalox time at the heartburn corral. Because 95 percent of radio and TV sales reps don't do any research before they pick up the phone, they're behind the 8 ball to start with. In both radio and ...

Do Your Clients Really Know Every Service That You Offer?

Jun 4, 2018

"Sure, you know every service that your Media Property offers, but your clients rarely do.  Lee Salz illustrated the principle of educating your clients as part of your ongoing sales cycle in a recent article... "For the last five years, ...

Measuring The Experience Attributed To Event Marketing

Jun 1, 2018

WIIFM.  I know, it looks like a spelling error or a misspelled call letter group from a radio station.  It actually stands for W hat's I n I t F or M e. It is the tool that we use to report the media value back to our event sponsors but, ...

Make The Sale By Uncovering The Real Objection

May 31, 2018

What happens when a prospect rejects your proposal for reasons that make absolutely no sense? Maybe you've heard some of the reasons why they won't buy your station: - I hated the guy (company) that owned your station four years ago. - My competitor ...

Plow Through To the Real Decision Maker

May 30, 2018

Have you ever wondered why you were cut from the sale at the last minute when you thought you had the prospect signed, sealed and delivered to the traffic department? Other influences might have an impact on the sale. We have been conditioned to call ...

A Word To Make Your Clients Wise

May 29, 2018

Experience.  More importantly, the Customer Experience, whether your clients have strictly Brick and Mortar operations are if they are also engaging in E-commerce, Customer Experience is the key to the new markets and retaining or growing customer ...

Divide and Conquer Why Zoning your Territory will Increase Sales

May 29, 2018

Who manages your sales reps? account lists? Your prospects and customers or your sales reps? The most common complaint I hear from sales managers across the country is, "How can I get my sales reps to see more people?" Not only do they need ...

Content Marketing Solutions

May 25, 2018

Do you have clients that have suggested they would be interested in a Content Marketing campaign but you don't know where to go to find an Influencer to team up with for the campaign?  MediaPost reports that Facebook is coming up with a solution... ...

5 Sure-Fire Ways to Build Referral Business

May 24, 2018

If you could increase your business by 20 percent simply by asking one question, would you do it? Yet few Radio sales reps ask for referrals on every call. If you have been in the business more than five years, 80 percent of your new business should ...

Gamification, Polls & Surveys Can Provide The Answers You Are Looking For.

May 24, 2018

I am a big fan of Second Street and their Polls, Surveys, Ballots and Sweepstakes as they all have the opportunity to gather leads through Email opt-ins but also gather data from entries as they ask a few questions that can really help determine ...
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