Welcome to the Local Direct Chronicle

Dear broadcast salespeople, managers, owners, broadcast associations, Chiquitas and Crapmasters,

Thank you for the wonderful receptions in Columbus, Baton Rouge and Atlanta!

Our second version of E-Lessons™ is off and running! E-Lessons™ contain 26 local direct sales meetings, with subjects including prospecting, getting appointments, writing good creative, managing client expectations, handling call reluctance and much more. Each lesson contains a facilitator's guide to help managers properly conduct the meeting, a general agenda for salespeople and a quick accountability worksheet. Click here for more information on E-Lessons™.

As always, your comments, observations and tips are much appreciated.

Calculating ROI to Avoid “Bonificacion”
by Paul Weyland

How many times have you heard from a local client, “Cancel my schedule. It’s not working.” And then you’re forced to beg. Oh, no…please, PLEASE don’t cancel. I will give you some BONUS SPOTS!”

And why does the client think the campaign is not working? Perhaps it is because he thinks that by advertising on your station he should have people lined up outside his door. He perceives that as a result of his campaign he should have one hundred new sales, when in reality he only needed perhaps eight to break even on his schedule on your station. Shame on you if you have no way to manage your client’s expectations about results. Giving the client bonus spots only delays the cancellation process and makes you look like you look like you do not know what you are doing.

I find it highly ironic that in Mexico, bonus spots are called “bonificacion”. Well, guess who is getting BONED? It is US in the broadcast business, and it is our own damned fault. Just think of the millions and millions of dollars we in radio and television have needlessly given away in painful “bonificacion” simply because we were never on the same page as the client about how many people should respond to the client’s message on our stations.

"Thank you so much for your terrific performance last week! You grabbed the audience's attention right away with your first joke, and had them rolling in the aisles with the second. By the first break, people had laughed so much they were wiping away tears. And, they were still laughing at 3:30! But the real question is -- did they learn something? We had a wide variety of attendees at the seminar – from seasoned sales managers to newly hired account execs. Everyone with whom I talked, both at the seminar and in phone conversations in the following days, commented about how your seminar was one of the best that they had attended. The seminar was both entertaining and educational. From the 10-step process to the Mediator, you presented substance that people could take back to the office and implement right away. We are looking forward to starting the E-Lessons next week, and I know that many of these folks will be back to see you in September. Thanks again!"

~ Christine H. Merritt, Executive Vice President
Ohio Association of Broadcasters

"After purchasing Sales Basics and Direct Selling, I signed up to receive the Local Direct Chronicle.....By the way, your CD's have been invaluable!"

~ D.J. Simerson
St. Paul, Minnesota

"I have to confess I'm going through Weyland withdrawal since I haven't seen a new newsletter in several months. I believe that it won't be long before I succumb to DTs. Using your methods and having God's blessings on my business, I was able to turn January around from a meager amount on the 15th of the month to finish out at more than double. I have overachieved for February and I'm working on March right now. I appreciate your valuable training. I wish every local direct seller could be exposed to your training. Keep up the good work."

~ Mike Copeland
Salem Media of Georgia

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

Chiropractic and Electrical Service
Here are spots for two service-oriented businesses with fairly high gross profit margins. What emotions are being triggered in each of these spots?

Updates & Notes

If you have trouble with agencies asking you for added value, click on my business card to the right and send them what's hidden.

Weyland on the Road in Texas
These days, what manager has the time to train new staff with the skills, techniques and background information every salesperson should know? Why not take advantage of the Texas Association of Broadcasters' AE Bootcamp June 1-4! I will be on the road for TAB stopping in Lubbock, Dallas, Corpus Christi and Lufkin. AE Bootcamp is "basic training" designed primarily for first-time broadcast sales staff. But don't let that fool you. I have had experienced sellers and sales managers attend and say "Wow, what a great refresher on the basics!" Learn prospecting, ROI, closing, presentations, negotiating and much, much more when I come to a town near you. Registration is just $100 per person for TAB members. See Texas Association of Broadcasters for more details and to register.

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 booking up -- CALL US!

The Professional Mediator™ is in its final development stages. We should be ready to launch soon. The Professional version has a built-in proposal writer including a variety of proposal formats, can print and export!

The hand-held version and the original Mediator™ are still available free at The Mediator(TM)

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