Track I: Real World Client Centric Digital and Broadcast Training

NYSBA Digital Leadership Academy  

Date & Time:

Thursday, October 17 10:00 AM - 4:00 PM



Noted sales executive Adam Armbruster, Senior Partner Eckstein, Summers, Armbruster & Company (ESA) will host this in depth four hour track designed to help local sellers build effective and immediately usable digital and broadcast skill sets in the five money generating categories. Outcomes expected - upgraded salesperson confidence in presenting to business owners, higher new ad revenue, better client results, and improved client retention and a reduction of churn.

10:00 AM - 12:00 PM - ESA Digital Training (Part One)

  • Current digital trends by clients. Their immediate needs, their expectations, their objections

  • Update on ESA Economic Market Trends [National clients and local]

  • List of recent client questions, and resulting experiences with digital and client perceptions?

  • Proven ESA Best Practices to sell digital and broadcast

  • AdverTimingTM..not Advertising. The new principles in digital and broadcast

  • TriangulationTM – Why this works to build digital client growth results

  • Tier ZeroTM - Repositioning Broadcast as Digital

  • Phase SellingTM – How it helps you retain your clients, long term

  • Closed Loop campaign attribution tips and measurement myths explained

12:00 PM to 2:00PM Broadcast Leadership and Hall of Fame Luncheon (Exhibit Hall 1D)
2:00 PM - 4:00 PM: ESA Category Deep Dive Training (Part Two)

Client experiences and lessons in the five key revenue categories:

  • Auto dealers [Guest auto dealer option]

    • Selling auto digital, how they measure, what they look for from you

    • Selling effective broadcast

    • Profit drive on lower sales volume, cash flow management

    • Tier ZeroTM

    • ESA & AE Live Real-World Situational Role Playing

  • Home Service Businesses [Client guest option]

    • Franchises needs versus local clients

    • High Quality sales lead generation via digital/broadcast

    • Recommending the correct budget

    • ESA & AE Live Real-World Situational Role Playing

  • Legal Clients

    • Solving the #1 objection by attorneys to broadcast/digital

    • Knowing the correct budget for each firm.

    • Messaging that attracts a high conversion client

    • ESA & AE Live Real-World Situational Role Playing

  • Healthcare Clients 

    • Key new subcategories and what this client will demand

    • Tactics for getting to the decision maker in healthcare

    • Planning results and attribution digitally and through broadcast

  • Financial Clients

    • Regional banks versus local credit unions

    • What these clients require in the first meeting

    • Building effective digital plans that deliver new profitable client

BONUS: ESA & AE Live Real World Situational Role Playing between Adam and Selected account executives. Live Q & A and wrap up.


Adam Armbruster
Senior Partner
Eckstein, Armbruster & Company (ESA)