The chances are that you don’t have the lowest-priced ad packages in your marketplace. It’s to your advantage to not sell advertising based solely on being the lowest-priced ad vehicle on the block. When you prove that your value is greater than the price you are asking for, cheaper competition doesn’t matter so much. We’ll discuss comparing value-based price strategies to price-based approaches and how to establish a higher caliber advertiser account list over the long term. We’ll also discuss the two significant reasons advertisers don’t buy, how you can deal with those issues upfront, and increase your chances of closing sales professionally! Gary Moore has 40+ years of experience in new business media development for radio, television, digital, and newspaper advertising. He has managed and led sales teams, facilitated staff development, and implemented consulting and pricing initiatives at many levels during his career.