Media Sales: Paul Weyland Communication Strategies

Broadcast E-Lessons™

E-Lessons™ is a very affordable sales training program distributed exclusively by state broadcast associations. This program is designed to accomplish several things for your radio and television station sales departments, including:

Increase your member station's local direct revenues, regardless of numbers or formats.
Overcome rate resistance - When you properly educate a client and manage his expectations about results, rate becomes the last thing on the client's mind.
Minimize added value - Again, the educated client is now focused on what appears to be a logical return on advertising investment, with a good, logical spot and a logical schedule. Not free promotions.
Make salespeople accountable - E-Lessons™ each contain a worksheet. At the end of a meeting, salespeople fill these out and return them to the manager. These stay in the employee's permanent file. If a seller is skewing "off the good road," a sales manager can immediately address the problem in the next one-on-one. If a seller is simply not working out, the E-Lessons™ worksheets provide ample evidence for a prompt dismissal.
Double or triple what your clients believe they should be spending - When a client is properly educated about ROI, he might drastically increase the amount of money he's spending with you.
Dramatically increase your percentage of annual contracts with clients - A client who is properly educated about marketing begins to understand that he must maintain a presence on your station for two important reasons...
1. To get the attention of those listeners or viewers who are "ON" for his particular product or service and are in the market to buy from SOMEBODY this week.
2. To begin the BRANDING process for those audience members who WILL be "ON" for his product or service in the future.
Decrease attrition in our sales departments - Broadcast stations have a substantial investment in new hires. We pay them a salary against commissions. We provide them with a place to work. We give them a place to work, a telephone and administrative help. We provide them and their families insurance and vacation benefits. If after eight months we lose a seller because he's not making money or if we have to fire that person, what do we have invested? At least $30,000? Down the drain? This is insane. E-Lessons™ is designed to provide exemplary training to salespeople at a minimal cost. Well-trained salespeople are more likely to close more business. Salespeople who are closing business are making money and are much likely to quit or get fired.
E-Lessons™ provided FREE to Universities - Create "farms" for cultivating young sales talent in your state. When you subscribe, E-Lessons™ may be provided free to any state university in your market. The idea is to educate young people about broadcast sales before they graduate from college and come to your member stations for a job.

"We love your E-Lessons and at a time of budgeting and cutting expenses, I am glad that we found the money to buy them! I just wanted to take a moment to let you know. As a result of Session #1, we sold a Plumber that we never would have called on had it not been for your session on calling clients who are big spenders in the Yellow Pages. We also get a good laugh and think of you when someone slips up and says something like…. “I want to talk with you about your “ADVERTISING!” Thanks for a great product. Worth every cent!"-- Sharon Fanto, General Sales Manager, KICU-TV36

The following resources are in pdf format; you'll need the free Acrobat Reader plug-in to download them. (Download the plug-in here.)

Introduction
E-LessonIII Highlights (172kb)
E-Lesson FAQs (170kb)
Lesson 1 Facilitator's Guide
Lesson 1 General Agenda: Prospecting
Lesson 1 Salespersons Worksheet
Lesson 2 Facilitator's Guide
Lesson 2 General Agenda: Getting Appointments
Lesson 2 Salespersons Worksheet

Please call or e-mail if you would like more information or sample videos of the E-Lessons.