Dan Brunson

Publisher, Winter Texan Times

How long have you been in media advertising sales, and how did you get your start?

I have over 11 years in sales roles working for two familyowned newspapers. I started in the newspaper business as the son and grandson of our former editor and publisher, working every conceivable job in the business — from handinserting sales circulars in the weekly hometown newspaper to photographer to page layout and design. This was back in the day when we still cut and pasted our pages together using copy set on old Compugraphic typesetters, and ad design was done by hand, using methods that are the longforgotten definitions of keyboard shortcuts such as cut, copy and paste. Naturally, when there was a need in sales, I was available to step in and fill that role as well.

Who had the most influence in helping you become successful in sales?

I have had many mentors and benefitted from numerous sales courses and seminars, but my grandmother and father are the two most influential persons in my professional development.

Growing up watching June Brann and James Brunson work in our community — commanding respect, trust and loyalty they enjoyed as a result of their integrity and diligently producing great products for our readers and advertisers — provided me with lessons that I have been able to apply to how I approach the sales cycle and a new prospect and how I conduct myself in many aspects of my life and business. It is a point of pride for us to continue that legacy for four generations now, and their lessons continue to be passed along to each person who works for us today.

What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?

Sometimes we get too caught up in change itself and forget to keep doing the basics — whether that is a change in the publishing industry, technology and media, consumer behavior, or huge changes like the last couple of years of lockdowns, curbside service, social distancing and business closures. Whenever sales becomes difficult, I have to step back and look at what we are doing. I call this getting “back to basics” — my mantra found at the top of my whiteboard where we track sales goals. I don’t care what you are selling; at the end of the day, only three things will impact a buyer’s decision — the product, the person and the price.

Know your product inside and out. If your product is changing and you have to learn new standards, offerings, and more, then learn all you can. Ask lots of questions. Become the expert everyone turns to on your product. You need to know how your publication will deliver your advertiser’s message to your audience in a way that no one else can.

Make sure you are the right person to present your product. Believing in your product and getting excited about what you can do for your prospect comes naturally when you have become an expert on your product. Let that excitement show when meeting with your potential client. Your confidence is infectious and will instill that same confidence that you will deliver the solution needed for their marketing plan. If you have done those two things, you will find yourself more often in the best possible position to negotiate your best price and close more sales. When the client trusts you and your product, your product becomes more valuable to the client, and the price suddenly becomes a much smaller hurdle.