Authors: Charles Warner, Warner
ISBN-13: 9781405158398, ISBN-10: 1405158395
Format: Paperback
Publisher: John Wiley & Sons, Limited
Date Published: May 2009
Edition: 4th Edition
Charles Warner is a media sales and management consultant/trainer and an active blogger at www.mediacurmudgeon.com. He teaches at The New School in New York, and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He was the Vice President of AOL’s Interactive Marketing division until his retirement in 2002.
For the past two decades, Media Selling and its predecessor, Broadcast and Cable Selling, have served students and professionals in the broadcasting, cable, print, and Internet industries as an indispensable tool for learning, training, and mastering sales techniques for these media.
This newly revised and updated edition addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. This fourth edition includes chapters on sales ethics, emotional intelligence (discerning and then matching the emotional needs of a prospect), and Internet selling. Praised by educators and sales training managers throughout the country, Media Selling advocates a solution-selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”
List of Contributors
Preface and Acknowledgments
Part I: The Marketing/Media Ecology and Personal Selling:
1. The Marketing/Media Ecology: Charles Warner
2. Selling: Assumptions, Approaches, and Types of Selling: Charles Warner
3. Sales Ethics: Charles Warner
4. The AESKOPP System of Selling: Charles Warner
Part II: Attitude, Emotional Intelligence, and Skills:
5. Attitude and Goal Setting: Charles Warner
6. Emotional Intelligence: Charles Warner
7. Skills: Effective Communication, Effective Listening, and Understanding People: Charles Warner
8. Skills: Influence and Creating Value: Charles Warner
9. Skills: Prospecting and Identifying Problems: Charles Warner
10. Skills: Generating Solutions, Proposals, and Presentations: Charles Warner
11. Skills: Presenting: Charles Warner
12. Skills: Negotiating and Closing: Charles Warner
13. Skills: Servicing: Charles Warner
Part III: Knowledge:
14. Business and Finance: William Redpath
15. Marketing: Tim Larson and Ken Foster
16. Media Research: Roger Baron
17. Advertising: Charles Warner
18. Television: J. William Grimes and Ron Steiner
19. Newspapers: Thomas J. Stultz
20. The Internet: Vincent Thompson and Paul Talbot
21. Radio: Paul Talbot
22. Magazines: Phil Frank
23. Media Comparisons: Advantages and Disadvantages: Charles Warner
Part IV: Opportunities, Preparation, and Persistence:
24. Opportunities, Organization, and Time Management: Charles Warner
Appendix A. Selling Magazines to Agencies: Phil Frank
Appendix B. Writing Copy: Charles Warner
Index