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.
Dec 1, 2022
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 30, 2022
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 29, 2022
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 28, 2022
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 23, 2022
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 22, 2022
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 21, 2022
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 17, 2022
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 16, 2022
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 15, 2022
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 14, 2022
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 11, 2022
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 10, 2022
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 ...
Nov 9, 2022
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 ...
Nov 8, 2022
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. ...
Nov 7, 2022
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 ...
Nov 4, 2022
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 ...
Nov 3, 2022
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 the ...
Nov 2, 2022
There is one question that, by federal law, a nurse must ask a patient upon entering the emergency ward at the hospital. Take a guess: Do you have insurance? Where does it hurt? Who is your closest relative? Nice try, but the question that must, by ...
Oct 31, 2022
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 ...
≡
