Sell Long Term Contracts Now and in the Future

The Four Keys to Advertising Success® Workshop is a complete sales system that will help your sales organization sell more long term advertising agreements and improve the overall skill and performance of your sales team.  The workshop is not about the product of advertising like a package or a special deal. The workshop is about the process of advertising, the Four Keys to Advertising Success®.

  • Onsite public workshop with local advertising prospects.
  • Onsite training with your sales team to learn the fundamentals of the Four Keys to Advertising Success®.
  • All materials required, presentations, scripts, database, etc.
  • 12 monthly webinars to drive ongoing sales momentum.

Time vs Money

Imagine turning 3% of your annual time into 15% or more of your annual revenue needs. That's the track record of the Four Keys to Advertising Success® Workshop, but only if you and your team take ownership of the process.

The workshop is just a part of a professional way of selling that you and your team can use all year long. Subscribers to the workshop receive on-going training and support over the 12 month subscriptions.

The Workshop

While it is only natural for much of your initial attention to be focused on the in-market workshop with local business owners, the workshop is only the tip of the iceberg. Below the surface, behind the scenes, your team will learn the fundamentals of The Six Step Selling Process. Your team will actually use The Six Steps to stage your workshop. But then, your team will continue to use The Six Steps throughout the year with monthly support webinars to help you drive the sales momentum and establish The Six Steps as regularly used habits.

  • Exclusive market rights to The Four Keys to Advertising Success® sales program for twelve months.
  • The Four Keys to Advertising Success® Book at printer costs.
  • Unlimited telephone support.
  • Monthly webinar for your sales team to sustain your Four Keys sales efforts.
  • Ongoing training on developing emotionally engaging creative commercials for clients.
  • Sales integration strategy consultation.

Step One - Prospecting

Step One in The Six Step Selling Process is Prospecting. The Four Keys to Advertising Success® Workshop helps you kick start your prospecting efforts with all of the tools you'll need to generate new leads all year long:

  • Your existing customer database filtered based on inactivity.
  • Your current prospecting database
  • New leads:
    • Advanced Boolean Google Search to filter our the unwanted information
    • Enhanced LinkedIn Search without paying extra
  • InfoUSA database of local business owners
    • Names, titles, phone numbers and emails when available.
    • Sorted by advertising spend when available.
    • Targeted SIC codes with a history of advertising.
    • Local business headquarters
      • No franchises
      • No chain stores

Step Two - Appointment Setting

Step Two in the Six Step Selling Process is Appointment Setting. The Four Keys to Advertising Success Workshop provides you with appointment setting tools and skills that will set appointments now and in the future:

  • Direct mail piece template and artwork. Click here to see an example.
  • Professional business letter template.
  • Telephone appointment setting script
    • Role playing
    • Responses for stalls and objections.
  • Follow up email template to confirm appointments. Click here to see an example.
  • CRM integration with your system or:
    • Radio Advertising Bureau Account Manager
    • Google Sheets appointment tracking template with group access.

Step Three - Customer Needs Assessment

Step Three in the Six Step Selling Process is the Customer Needs Assessment. The Four Keys to Advertising Success® Workshop provides your team with the basics for identifying and quantifying the prospects needs.

  • Customer needs assessment questionnaire.
  • Creative message template for a customer commercial.
  • Customer Return On Investment Worksheet.

Step Four - The Presentation

Step Four in the Six Step Selling Process is The Presentation. The Four Keys to Advertising Success Workshop provides your team with everything you need for the workshop presentation and subsequent face-to-face presentations throughout the year.

  • Four Keys to Advertising Success® presentation deck. (PowerPoint)
  • Four Keys to Advertising Success® presentation script
  • Practice responses to virtually every objection or stall you may encounter.

Step Five - Closing the Sale

Step Five in the Six Step Selling Process is Negotiating to an Agreement, or closing the sale. The Four Keys to Advertising Success® Workshop will help your team learn how to close more sales.

  • Role playing.
  • Training on using the contract as a closing tool.
  • Training on using the demo commercial as a closing tool.
  • Practice responses to virtually every objection or stall you may encounter.

Step Six - Service, Renewals & Referrals

Step Six in the Six Step Selling Process is Service, Upsell & Referrals. The Four Keys to Advertising Success® Workshop will teach your sales team the importance of follow through with your new customer to gain additional sales and referrals. Some of the training topics include:

  • The Tune Up presentation.
  • The Station Invite presentation
  • The Billing Review meeting.