CHAPTER
15 
Explaining the Pure Logicof Buying Your Station
HOW TO EXPLAIN ROI TO A LOCAL DIRECT CLIENT
Let’s say you’re working with a jewelry store. The client’s average sale for an engagement ring is $1,500. His gross profit margin is keystone, or 50 percent. How many rings would you have to sell for this jeweler to break even on your little bitty $3,000 weekly schedule?
The client owns a funeral home. Its average sale is $7,000. Gross profit margin for funeral homes is a whopping 55 percent (if the client doesn’t know his industry gross margin ...
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