How to Use Headlines to Get More Local Direct Appointments
by Paul Weyland
Hola Chiquitas, Salespeople, Managers and Owners…
With agency business cooling down, local direct has never looked better. But as much as we want new local direct business,
getting appointments with local direct decision makers seems harder than ever. What a shame. The first words that come out of your mouth are
critically important when trying to get an appointment with a local business owner. Although getting a client appointment is not necessarily
“rocket surgery”, many broadcast salespeople just never seem to get it right.
Let us discuss that problem at length. First, keep in mind that I deal with hundreds of local direct clients. I work with
several on a one-on-one basis and I meet many others in seminars. Local direct business owners all say the same thing. Every day most of
them are inundated with calls from media salespeople. A furniture store owner in Dallas gets at least six calls a day. An automotive garage owner
in Denmark says he gets at least eight calls a day. A restaurant owner in Austin says he gets at least that many calls each day from radio,
television, cable, print, billboard, coupon, magazine, Yellow Pages and Internet salespeople.
These media salespeople generally say the same thing to business owners. “Hi, my name is ____________ with station ____________
and I just wanted to talk to you about your advertising.” This approach is cliché. Most businesses have heard this same opening line over and over.
Their response is usually, “Well, we’re not doing anything right now but it you send me some information on your station I’ll get right back to you.”
So the media salesperson runs back to the station, gets on the computer and cranks out some mumbo-jumbo numbers that it would take an actuary to
understand and sends it to the client. Does the client ever call you back? No. “Send me some info and I’ll get right back to you,” is their way of
getting rid of us. Get it? So why keep on using that same old, worn out cliché opener?
Link Full Article
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
"Thanks so much for a great seminar. I've heard TONS of great comments. People really enjoyed you!
I think they really appreciate the humor you incorporate since most seminars can get very boring and dry! I've had lots of people ask me when the first session of
E-Lessons will be coming....so they are obviously hungry for more Paul Weyland. Thanks again....it was good seeing you."
~ Laura Grott, President
Wyoming Association of Broadcasters
Sample Spots
From the Portland Area Radio Council: Radio commerical a 'hit' --listeners request The Turtle Song
My 35 year old husband is OBSESSED with the Turtle Song. Is there anyway it can be sent to me in a file or maybe uploaded on
your site?? Thanks, because if he sings it one more time you might be responsible for homicide. (!)
Updates & Notes
The 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.
"I attended your seminar in Nashville (Jan 05), and several weeks ago in Memphis. I'm the guy who's started using the Professional Mediator
and closed $50,000 in a small market (Corinth, MS). Since the Memphis seminar, I've closed two more annuals, and a six month news sponsorship
(roughly $20,000 in revenue). PROFESSIONAL MEDIATOR WORKS! "Mike Brandt, WYDL
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. We also offer a Technical Q&A column on the right side of this newsletter that answers some of
the most common questions we get about our software products. Kindest personal regards and GOOD SELLING.
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! 2005 is booking up quickly. 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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