Blogs, Editorials, Knowledge, Research

The following Articles were either written by LPG staff, or reposted by LPG staff with credit given to the original author.  Some are Editorials in which we share our opinions on the industry. Others were written from our knowledge of working in the field for years.  Finally we have research from LPG and or third parties. 

Nov 24, 2021

Learn Your Clients' Budgets

Imagine coming to work tomorrow morning and looking at the smoldering remains of what used to be your Media Property. Your desk and everything in it, toasted. Your computer and all the backups, singed. Nothing left; all documentation of your accounts ...
Nov 23, 2021

Don't De-Motivate Your Employees

You are about to have the most important meeting of the year - and it's not one of your sales meetings. It's called the "2022 Strategic Budget Planner." You should block out at least a full morning or afternoon for each of your reps. ...
Nov 22, 2021

Your Sales Management Weekly Recap Test

Buzzing across the fax or downloaded from e-mail each Friday is a copy of the "Sales Managers Weekly Recap" form from Radio and television sales managers with whom I consult. Each week, these sales managers ask (and answer) a few questions ...
Nov 18, 2021

Calculating A Client's Listener-To-Prospect Ratio

The following e-mail came a few days ago in reference to a project we designed in Houston at the LPG offices early this summer. It has now been field-tested in three countries, and here is one of the many success stories that are swarming in: "I ...
Nov 17, 2021

5 Must-Haves to Up-sell Your Active Clients

Has this ever happened to you? You just took over someone's active on-air account at the Radio station and have just been handed the "Clients" folder. You open it to examine the contents and find only old orders dating back five years, ...
Nov 16, 2021

3 Month Pacing

If you have questions about hitting goals and solid numbers to hit at various points in the month, this makes it very clear what needs to be done. Date Month In One Month Out Two Months Out 1st going in a Minimum 80% 45% --- 7th/8th 90% 55% --- 15th ...
Nov 15, 2021

Raise Your Rookie Team To Success

Let's suppose you have inherited a group of young (six months or less) sales reps as a result of the consolidation epidemic. Or, you have to build a staff of entirely new sales reps who have no Radio experience. Your job is to get them selling immediately ...
Nov 12, 2021

What To Look For In A Mid-Year Review

Let's begin with a definition: A mid-year review (MYR) is an account-by-account breakout of each salesperson's account list. It is the second X-ray of accounts that should be done by a sales manager in a 12-month period. The first, of course, ...
Nov 11, 2021

7 Ways To Build A Relationship with a New Buyer

You've spent many moons developing a relationship with a buyer who has paid your freight and become one of your best accounts. Now this person is on to bigger and better things. You should be able to make the transition from one buyer to the next ...
Nov 10, 2021

How Important is the Message

Who hasn't heard the advertisers' great debate: Which is more important: the frequency or the message? Both are vital, but I have to side with the message in the commercials. If you run a message that says, "Tell us you heard this commercial ...
Nov 9, 2021

3 Great Sales Promotions From The Archives You Can Customize And Execute Now

Executing sales promotions can be like pulling teeth - painful. The key to effective sales promotions is to make sure they are simple and easy to execute. Sales and NTR promotions should have four elements: - Consumer Strategy : Specific action for listeners; ...
Nov 8, 2021

How Far Will You Go For A Client?

How much bonding can you do during a PowerPoint presentation with all the bells and whistles? How stimulating is it for a prospect or client to sit through that 17-minute Customer Market Profile or closing presentation? Yes, you can add sizzle to the ...
Nov 5, 2021

How To Go The Extra Mile For The Sale

How far will you go to show prospects that you will work for them? Here are three sizzling moves, regardless of your market. 1) Dry Ice : In your briefcase, have some pieces of dry ice and a small container of water. Open the briefcase toward you, and ...
Nov 4, 2021

Above and Below the Line Marketing and Metrics

I spent this week where the rubber meets the road-literally-with car dealers in Atlanta, Georgia. In front of Dodge, Saturn and other domestic and foreign dealers. Rising gas prices are taking its toll on car sales and also on media sales, especially ...
Nov 3, 2021

Yes, You Can Guarantee Results!

Can you guarantee the response your advertisers will get on your Media property? This question has been pondered for years and continues to be a hot topic for discussion. The two buzzwords (or phrases) for advertisers are: 1) Return on Investment and ...
Nov 2, 2021

Beyond ROI Measurement Sourcing and Tracking

Several years ago, I remember attending industry conferences and hearing about the importance of being able to measure "return on investment" (ROI). Today, we're hearing the same thing, although it's known as an -equation for success. ...
Nov 1, 2021

How to Get A "Piece Of Mind"

At a recent seminar, a sales associate at a radio station in Hagerstown, MD, asked me to provide some information on the concepts of "share of voice" and "share of mind." Consider this: two dogs are howling. Fido has a pitch that ...
Oct 29, 2021

Don't Sell Yourself Short On ROI

The two buzzwords for retailers in your USA market are "Return on Investment" (ROI) and -"Measurement". In other words, once you have defined your expectations (which in most cases we fail to do) and objectives, how will you measure ...
Oct 28, 2021

Brainstorm to Up-Sell Your Account Lists

The best thing you can do with your sales reps this summer is to involve them in a group brainstorming session about up-selling target accounts on their lists. Sounds pretty easy right? Just pick out some accounts, put a package together, and pitch them. ...
Oct 27, 2021

The True Value of a New Customer

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 ...
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