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Beginning next month,
your local direct clients are going to start their budget process for Year
’07. Wouldn’t it be great to get them to sign up for a year with your
station? That way you’d always have billing on the books. That way, you’d
have protection from the crafty chiquita buzzards that are out to take
your business away from you. And with a long-term local direct contract,
you would no longer be perceived by clients as “human spam.” Instead of
the client branding you as the person that shakes them down for money each
time you appear, they would see you as a resource. Once you get that
contract signed, you don’t have to pester them to buy every time you see
them. In fact, seeing you would now be a treat. Once you’re no longer a
threat, you could become a resource and go on to develop a relationship
with your clients that could last a lifetime. You could wind up in your
client’s “Circle of Trust”, among that elite group of people your client
perceives as personal resources, like his insurance salesman, his doctor,
dentist, CPA, lawyer and investment counselor.
Your value as the
client’s inside expert on media and marketing would then be much more
important to him than your rate or your ratings. So, why wouldn’t you ask
for long-term business in every single case, provided your client’s
business isn’t seasonal? The worst they can do is tell you no. In that
case, you would simply realize that you have not yet educated about what’s
in it for him to buy your station on a long-term basis. So in subsequent
meetings you would further educate the client and continue to ask for
long-term business. It’s in your best interest to do so. It is certainly
in the client’s best interest. To find out more about the secrets of
selling big annual contracts, click he
re and order the new Weyland CD, “Long-Term Local Direct-How to Get
Rich in Broadcast Sales.” You will learn precisely what and how to tell a
client to get him to commit to a long-term contract with you. Following
the simple instructions in this comprehensive audio CD will make you lots
of money. And because it’s a Paul Weyland product it is absolutely
guaranteed. If you don’t like it, return it for a full refund. Isn’t that
better than a hot kiss at the end of a wet fist? I think so. I
think.
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