BROADCAST SERVICES

BROADCAST CONSULTING

In most broadcast organizations, people are the most important asset as well as one of the biggest operating expenses.  Having the right leadership and hiring the right people are paramount to the organization’s success. 

How do you get the most out of your people while building loyalty beyond reason?  How do you train your managers to become leaders with so many day-to-day pressures on performance?  The Guld Resource Group can help you maximize your staff’s potential with: 

• Sales Management Training
• Leadership Development
• Employee Feedback Forums
• Employee Recognition and Rewards Programs
• Multi-media sales presentations
  

BROADCAST SALES TRAINING

HOW TO BECOME A MILLION DOLLAR MEDIA REP

Trying to sell your inventory?---Help your customers sell theirs!

Trying to make your budgets?---Help your customers make theirs!

Your clients don’t really care if you make your sales goals.

They don’t really care about your sales pieces.

They don’t really care about what you know until they know you care about what’s most important to them…the growth of their business.

It’s not about assumed closes or the package of the week, its all about providing value and ROI on your client’s marketing investment.

Michael Guld, author of The Million Dollar Media Rep:  How to Become a Television and Radio Sales Superstar, teaches media reps “the Sales of Advertising” (how to grow your business) as well as “the Business of Advertising” (how to grow your client’s business).   The summary takeaway is that if you help your clients grow their business, your business takes care of itself.  Michael Guld’s training will show you how.

TRAINING TOPICS

1. How To Gear Up For The Challenge of Media Sales

This introduction sets the tone for the training by explaining what it takes
to achieve personal and financial success in this field, including setting
high personal goals, having a positive attitude, seeing opportunities vs.
obstacles, understanding how self-motivation works and explaining the
distinction between the "Sales of Advertising" and the "Business of
Advertising."

THE SALES OF ADVERTISING

2. How To Develop The Right Sales Perspective

The broadcast sales "techniques" of the past are no longer relevant today.
This section explores the qualities of a "Million Dollar Media Rep" and
draws the distinction between the sales "product" (airtime) and the sales
"process" (the way in which it is delivered).  Also covered is the need to
enjoy what you do, and what to do when everything does not go as planned.

3. How To Set Goals

Little is more important than having goals, however the establishment of
personal goals is meaningless without an understanding of how to get there.
This section covers the ten "triggers of growth" and teaches account
executives how to use short tem benchmarks to make sure they are on track
with their long term goals.

4. How To Prospect

Just because the doors are open does not mean they are a "good" prospect.
This section draws the distinction between the "hunters" (direct business)
and "skinners (agency business).  Also covered is how to (and where to)
prospect, how to prioritize your prospects and how to use your account list
as a roadmap to your goal. 

5. How To Develop Your Prospects Into Clients

This section covers what you need to know and what you need to do to get the
first appointment, including the best way to make the call, the importance
of first impressions and the power of non-verbal communication.  You will be
trained how to identify the personality profile and personal needs of your
clients and the buying influences in the organizations that will affect your
success.

6. How To Work With Advertising Agencies

Developed through advertising agency buyer interviews, this section takes
the mystery out of how to work with advertising agencies.  It's all about
how to propose schedules to agency buyers, how to provide "real value" (vs.
added value) to agency clients, but most of all it's about how to build
personal relationships based on value, trust and mutual respect.

7. How To Position "The Numbers"

If you are "living by sword" and selling by rankers, you are going to "die
by the sword" when the momentum shifts.  This session teaches reps how to
use the ratings for their strengths, how to bring your profile and your
qualitative profile to life and how to focus on the "benefits" over the
"features."

8. How To Make The Most Of Your Time

All we have is time!  It is our most precious resource.  Effective time
management can be the difference between being a "good" rep and a "great'
rep.  This section teaches account executives how plan their day, week and
month and how to compartmentalize their priorities, helping them to become
"the organized executive." 

9. How To Stand Out From The Crowd

This section uncovers the secrets of why clients buy you.  It teaches reps
how to create their own "Unique Personal Value (UPV) and how to provide
world-class service, providing "real value" as opposed to "added value."  It
covers why it's important to "sweat the small stuff," how to successfully
handle problems and why to use the "magic words" often.

THE BUSINESS OF ADVERTISING

10. How To Think Like A Marketer

Getting in the door is only half the challenge. It is ultimately marketing
skills that will help grow a clients' business, which will result in long
lasting partnerships that will grow a rep's business.  This section teaches
reps "the goals of media advertising" and how to train your prospects to
look at advertising is an "investment" instead of an "expense."

11. How To Gather Information On Your Client

Little is more important that understanding the needs, wants and desires of
the prospect before you can present a solution.  This session teaches reps
"how to" and "where to"  and "why to" uncover this information.  In
addition, it will teach reps how to rate clients on the "value scale," and
how to understand the significance of the "buying cycle" for a client's
products and services. 

12. How To Set Goals For Your Clients

This session is where the "rubber hits the road."  As the old saying goes,
"you can't manage it unless you can measure it."  This session dives
directly into the numbers by teaching reps how to uncover a client's
baseline sales and then identifying all of their "triggers of growth,"
including how to calculate the "lifetime of a customer."

13. How To Position Your Client's Business

This session teaches account executives how to help clients build an "equity
position" in the marketplace.  It will also teach them how to help clients
promote (or create) their "unique selling proposition" and how to promote
the emotional benefits to "win the love" of their customers by building
loyalty beyond reason.

14. How To Create A Marketing Campaign

The session breaks down the determinants of a marketing campaign, including
how to help clients budget for growth as well as how calculate return on
investment (ROI) formulas to judge success.  Also included is how to
schedule for domination, frequency and consistently as well as explaining
the components needed to create a successful commercial.

HOW TO MAKE AND MANAGE THE MILLION DOLLAR MEDIA REP

Too often in today's competitive media environment, the focus of attention
is on "sales goals." But as the saying goes."if you spend all of your time
watching the scoreboard, the ball is going to hit you in the face!"  Like
the winning score in a ballgame, achieving "sales goals" is the end result
of playing a great game and having great coaching! 

Even in these days of hyper-technological change, your success as a manager
will hinge on your ability to build successful relationships.with your
clients and with your staff.  How do you attract and hire top talent? How do
you inspire passion and create loyalty so that your staff will go the extra
mile for you and your customers?  How do you set priorities and manage your
professional career in the face of competing demands? 

As a former Account Executive, Sales Manager, General Manager and radio
station owner, Michael Guld understands first-hand the perspectives of each
position and knows how to lead a staff to success. He shares his tools and
techniques to managers so that they too can achieve personal and
professional success.