The Professional Mediator - "Selling local direct our way sure
beats getting fired and living under a bridge somewhere, snacking on beetles for sustenance."
by Paul Weyland
After months of Beta testing, it is with great pride that we finally introduce the
Professional Mediator. This is a great tool for media salespeople for several reasons.
It's designed to calculate return on investment in language that local direct
clients will understand and appreciate.
When used properly, you will manage the client's expectations about results on
your station and avoid surprise cancellations
The Professional Mediator contains a template with 80 product and service gross
profit margins. With this valuable information, you'll be able to ask for bigger weekly budgets. You'll
see less rate resistance and fewer requests for "added value".
The Professional Mediator has a built-in SOS proposal writer. This means your proposals
will always be customized and written in concise business plan language that your local direct client will
understand and appreciate. And your Mediator calculations will automatically appear in your proposal.
The Professional Mediator is printable. You can also save and archive your proposals.
The Professional Mediator help files are excellent.
In fact, they offer an entire education in explaining ROI to local direct clients. Feel free to print out this Help File as a
ROI reference manual.
You'll sell more local direct whether you're number one or number twenty, regardless of
program or format. When your client sees your Professional Mediator calculations, your station looks less like a
gamble and more like a good, calculated risk.
Your RATE never appears on the Professional Mediator calculation. It doesn't have to.
The client is no longer focused on your rate. He is now focused on how your station appears to be a good, logical,
calculated risk.
The new Professional Mediator is an excellent value. A download costs you less than $50.00.
You sell one new customer and your Professional Mediator is paid for. What you do with the rest of the commission
is your business.
This new tool may be the best thing you've ever had to generate more income. When you're armed
with good knowledge, you'll look less like a pest and more like a client resource. Think about this. The national
standard gross profit margin for funeral homes is 65 percent. What's the average sale at a funeral home? Six to eight thousand
dollars? How many new---uhhh---bodies do you really have to bring in to that client to justify your little teeny weenie
$5,000 weekly schedule? Gross profit margin for a bar is 65-70 percent. What's the value of one new customer your
station could deliver to a bar or nightclub? How much would one new customer spend in that upholstered sewer in a year?
Gross profit margin for a boat dealer is 26 percent. What's the average sale for a new boat? $20,000 or more? How many
new customers do you have to bring to that dealership in order to justify your piddly little $10,000 weekly schedule?
Imagine the power you'll have when you have access to more than eighty national standard gross profit margins.
Do you see the benefit of coming to a client armed with good information? Rate resistance goes away
when the client realizes that you're less of a gamble and more of a good, calculated risk. You could double or triple
what the client "perceives" he should be spending on your station, and that's better than a slap across the belly with
a wet fish.
So, what are you waiting for? Go to www.paulweyland.com, click on the software button and look over
the HELP FILE and then DOWNLOAD the thing. We know you'll be happy you did. You'll even get a discount if your station
orders 12 copies or more.
Kindest personal regards and GOOD SELLING.
Testimonials
"Paul, your seminar and its corresponding
E-Lessons are the only sales training that I have ever taken part
of that was 100% on the money. Since hearing your seminar and reading (and re-reading) your lessons, I have done two things:
1) Developed a system that I use on all initial sales calls that helps me learn the pertinent information that I need to
calculate an advertisers risk and better explain why they should be doing business with me, and 2) relayed the advertising
analogies (exp. “the under-fished pond”) that you depict in your lessons. These analogies make a great deal of sense to
the common advertiser and help them have more confidence that they are making a good decision with their advertising budget
when they spend it on radio. Because of these two new dynamics, I have seen a growth in my sales, closing ratio and also
confidence that I am speaking as a trained consultant and not just a Chiquita! Thank you for your great system. It works!!!”"
~ Will Hays, Account Executive
Broadcast House, Lincoln, Nebraska
"A lot of what you had to offer I have heard and
experienced before BUT your unique presentation, common sense, practical and diligent approach to the most important
part of our work – the ability to connect with clients on the two major issues – great creative and responsible R O I –
made your seminar priceless. Keep up the great work."
~ David DiRenzo, Local Sales Manager
Clear Channel Wilmington/Dover, Delaware
Previews of Coming Attractions
Production is almost completed in the first in a series of creative compact disks entitled
On The Spot. This CDR will contain at least 17 audio commercials along with
their scripts from various product and services categories. Before or immediately following
each commercial, producer Jimbo Kipping and I will discuss the logic and the thought behind the
writing and production of each commercial. This will be an excellent resource for radio and
television account executives, managers and production people.
You will be able to order On The Spot on line at my e-Store,
Weyland's Web Store or pick
one up personally at my seminars.
Better, more logical spots will break through the Craposphere™ and make it much
easier for your listeners or viewers who are ON for your client’s product or
service to remember your client’s product or service. For everybody else, we are
starting the BRANDING process.
Sample Spots
Station Recruitment
Hilarious.....AND effective station sales recruitment spot.
Updates & Notes
The Professional Mediator is a software tool downloadable from Weyland's web store to your computer. Following your purchase, an e-mail
will be sent to you with a download link, however, you can also download directly from our web store.
!!!NOTE!!! Some of your stations
have gatekeepers, spam blockers or some other protective means to keep you from inadvertently downloading dangerous software. If you have any trouble
downloading the Professional Mediator, please check with your IT department for permission to download Professional Mediator. Once the Professional
Mediator is downloaded, you will find a new icon on your desktop. This icon should be clicked and the Professional Mediator will install in your
PROGRAMS folder (START>>PROGRAMS>>MEDIATOR PROFESSIONAL).
The Professional Mediator uses Microsoft's very latest .NET technology. While most new computers are shipped with Microsoft's
.NET already loaded, other computers may require installation of the .NET Framework. The .NET Framework is free and can be downloaded.
Find out more from Microsoft's .NET website, or click here to specifically download the
.NET framework.
What? I have not been in your market for a while? Let your broadcast association
and your station manager know that you want Paul Weyland back in your town. Here is a
link to the seminars that I offer.
Weyland's Seminars. Check your calenders and call (512) 236-1222 or
e-mail us to get me into your market! 2004 is booked up and we are currently filling dates
in 2005. CALL US AND SCHEDULE YOUR MOST DESIRED DATES!
One of our hottest "in demand" seminars, Client Training,
is something EVERY STATION needs to know about. This seminar is delivered to prospects and clients that YOU invite with the goal of educating them about
advertising. All you have to do is close the sale at the end of the seminar. Click here for more information on
Client Training: Logical Marketing and Advertising Strategies for Independent Business Owners.
As always, your comments, observations and tips are much appreciated.
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