Practical training for advertising and radio sales teams to improve salespeople’s skills and effectiveness to ultimately sell better and more.

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Objective n° 1 : Have more clients on the air

• Effective preparation and prospection
• Getting a appointement by phone
• Respond to objections
• Know the strengths and weaknesses of different media
• The one-page SOS proposal
• The creative presentation and meeting
• To sell is to sign contracts
• Attract and keep clients, negotiate an annual campaign

Objective n° 2: Improve salespeople’s advertising skills

• X% of listeners buy each week…
• Emergence, Top of Mind, Business Model
• Positioning, USP
• Marketing Bridge (global service)

Objective n° 3 : Build more effective campaigns

• Repetition, OTH, cume and optimal GRP
• Radio planning
• Horizontal, vertical and dominant schedules
• Radio in mix media
• Evaluate returns on investments

Objective n° 4 : Produce better-quality spots

• How do we listen to radio?
• Connect to listeners near the purchasing point
• Write spots that work
• Juggle emotions and logic
• No clichés nor mnemonic tricks
• Examples of good and bad spots
• Links, useful contacts, documents
• Workshops