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Keys to better
timebuyer-timeseller
relationships
^ Station Representative Robert E. Eastman offers sales road map for faster, clearer spot negotiations
^ Defines 15 key areas where salesmen, stations can provide more efficient service to timebuyers
i^ alesmanship today consists mainly of problem-solving. More than ever that's true in the air media where early novelty has worn off and efficiency now is the key consideration.
This week Bob Eastman, head of his own Robert E. Eastman and Co. rep firm, drew up the following sales roadmap for that most complex of air media— spot. True, it was written by a man who has spent a lifetime in sales. But equally true, its value lies in Eastman's ability to "plug into" the timebuyer's problems and necessities and describe the smoothest path.
Here, then — at the start of a rousing new spot season — are 15 Keys to Better Timebuyer-Timeseller Results as Bob Eastman has defined them for his own salesmen and his clients.
Spot radio and tv advertising require especially imaginative and capable salesmen. A rep or station salesman must draw upon his imagination to figure: 1) What will make my product most appealing to this customer? 2) What is the best approach and timing? 3 I What will impel him to buy?
This is what your customer will expect of rou at the minimum.
J KNOWLEDGE OF PRODUCT
Too main salesmen of broadcastiiifi do not know enough about their product. Make it a point to know:
a. Station programing
b. Competitive programing
c. Comparative facihties
d. Rates — especially relating to packages
13 SEPTEMBER 1958