Selling electronic media
""Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them.""Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, TexasThis is the definition of sales used throughout Ed Shane's comprehensi...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Boston :
Focal Press
1999.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629616406719 |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; Foreword; Preface; 1 The Selling Environment; What Is Selling?; What Have You Sold Today?; Are You Selling or Are You Marketing?; New Realities; Defining Sales; Selling Intangibles; The Case for Advertising; What Business Are We In?; The Story of Advertising; Pioneers of Persuasion; Brand Identity; Advertising and Electronic Media; Seeing Is Believing; Today's Television Environment; Closing Arguments; The Electronic Media Environment; The New Landscape; Twenty-First Century Radio; Twenty-First Century Television
- The Next Mass Medium?Newspaper and Print; Product Life Cycles; Review Highlights and Discussion Points; Chapter Notes; Taking It Further; Additional Reading; 2 The Sales Process; Who Should Sell?; Putting Customers First; Is It You?; What's Expected of You; The Stages of Selling; Personal Marketing Plan; Goal-Setting; Time Management; Your System; Psychology; You and Selling; The Sales Cycle; The Perfect Customer; The Numbers Game; Step One-Prospecting; Newspaper; Radio; Cable; Television; Yellow Pages; Outdoor Displays; The Internet; Trade Publications; The Supermarket; Brochures and Flyers
- Direct MailGovernment Offices; Handshakes and Referrals; Your Own Operation; Running Dry?; List Building; Cold Calling; Keeping Track; Using a Database; Step Two-Qualifying; Getting to the Right Person; Checking Resources; Can They Pay?; Saying It Again; Getting in the Door; The Telephone; Step Three-Needs Analysis; Psychology; Asking Questions; Listening Skills; Creating Solutions; Step Four-Presentation; Why They Buy; Your Attitude; Credibility; Sell the Benefits; Get to the Point; Presentation Tip; Give Your Numbers Impact; Use Questions; Let the Customer Say ""No""
- Keeping Your Prospect InvolvedPowerful Words; Step Five-Answering Objections; Objections Versus Conditions; When the Customer Says ""No""; Addressing Objections; Transactional Business; Rejecting Rejection; Step Six-Closing; If You Can't Close, You Can't Sell; What Is Closing?; The Master Closing Formula; Closing Techniques; Accptance Mode; After the Sale; The Commercial as Service; Writing Copy; You're Still Not Finished; Step Seven-Relationship Management; Ask the Customer; Relationship-Building Tactics; The 80:20 Rule; What Makes Customers Mad; Review Highlights and Discussion Points
- Training Organizations
