The Sales Blueprint: Dina Turner on Luxury Markets, Persistence, and the Power of Relationships
In luxury advertising, persistence alone isn’t enough. How you persist matters.
For Dina Turner, success comes from consistency, honesty, and knowing when to push — and when to step back. As Associate Publisher and Advertising Executive at Palm Beach Media Group, Dina has spent more than 13 years building trust with advertisers across some of South Florida’s most competitive, high-expectation markets.
That philosophy shapes everything from how she prospects to how she retains clients — and it’s what allows her to thrive in an environment where relationships are currency and reputation is everything.
In this edition of The Sales Blueprint, Dina shares how she transitioned into media sales, how she navigates a highly seasonal luxury market, and why persistence paired with grace is the key to long-term success.
Q: Dina, let’s start with your background. How did you get into media sales, and what’s your current role?
Dina:
I joined Palm Beach Media Group about 13 years ago after seeing a job posting on LinkedIn. I had been in medical sales and then took time off to raise my kids, but when I saw the opening, it just looked like fun — being out in the community and connecting with people in Palm Beach.
It turned into the most rewarding job I’ve ever had. I handle the North Palm Beach County market for Palm Beach Illustrated and, in recent years, became Associate Publisher over our custom publications, which include hospital partners like Tampa General Hospital and Jupiter Medical Center.
Q: What does your typical deal cycle look like — and how large are your average contracts?
Dina:
It’s tough to pin down an average because my clients range so much in size and industry.
My annual advertisers typically fall between $25,000 and $50,000, while one-off special sections might be $5,000 to $15,000. Because Palm Beach is a seasonal market, most of my activity runs from October through April.
My goal is always to secure annual commitments, but the seasonal rhythm keeps me sharp and forces me to stay proactive.
Q: You’ve said good reps “look everywhere” for business. Where do you tend to find yours?
Dina:
Social media is huge — especially Instagram and LinkedIn. I follow everything happening in Palm Beach, Jupiter, and the surrounding areas to spot new openings or brands entering the market.
Sometimes I’ll literally Google industries that advertise in luxury magazines. I also keep an eye on competitive publications. When Modern Luxury came into the market a few years ago, it pushed all of us to stay sharp.
But Palm Beach Illustrated has over 80 years of community roots and a verified, audited audience. That kind of credibility is hard to beat.
Q: What’s the most unexpected client you’ve ever landed?
Dina:
Probably a small perfume company in Jupiter. It came in as a referral, and at first I didn’t think much of it.
They ended up spending full rate card and ran a strong campaign. It was a good reminder that you never really know where a relationship will lead. I’ve met clients at restaurants and events who later turned into advertisers.
Q: With such a seasonal business, how do you structure your time and stay productive?
Dina:
You have to be disciplined — especially working remotely.
Mondays are my office days, with team sales meetings in the morning. When I’m in-market, I’m fully boots-on-the-ground — meeting clients, attending events, and keeping relationships active.
The rest of the time I’m prospecting, filling my funnel, and nurturing existing accounts. It’s all about balance: maintaining what you have while continually feeding new opportunities into the pipeline.
Q: How does your business break down between new and renewal revenue?
Dina:
I’m about 70 percent renewal and 30 percent new business.
Retention is strong, but Palm Beach is developing rapidly, so there’s always new opportunity. Sometimes I’ll lose $30,000 of recurring business in a given issue but bring in $60,000 of new advertisers that same month.
That’s just the reality of a fast-moving market. The key is never letting the pipeline dry up.
Q: You’ve emphasized relationships throughout your career. What’s the secret to maintaining them?
Dina:
Reliability and honesty.
Clients know I’ll own mistakes and fix them quickly. Advertising partnerships can last years if you handle tough moments well. My biggest client is also our company’s biggest client — keeping them happy is always priority number one.
I also try to act like a consultant rather than just a salesperson. My goal isn’t to sell a page in a magazine. It’s to understand their goals and help them achieve results.
Q: What advice would you give to someone new to media sales?
Dina:
Don’t sweat the small stuff — just keep going.
Early in my career, I lost a $150,000 client and thought my world was ending. My boss told me, “Replace it.” And you do.
Sales is full of no’s. But if you have the heart for it, the yeses make everything worth it. Persistence is key — but the way you persist matters.
One client once told me they appreciated that I wasn’t a bulldog. I followed up consistently, but gracefully and eloquently. That balance is everything in luxury markets.
Q: Where do you see the biggest opportunities for media sales teams over the next year?
Dina:
Digital expansion, definitely — and learning to sell it confidently.
Print is still incredibly strong here, but digital continues to grow. Our company recently expanded through Compass Media, which handles SEO, social, and programmatic advertising. It’s powerful to offer print and digital under one roof.
That said, I’m not ready to give up on print. It’s still the heart of our brand. Long-term, the magic is in balancing both worlds.
Q: You mentioned AI earlier. How do you see technology changing sales?
Dina:
I think it’s fascinating and a little scary.
Tools like AI note-takers can really streamline our work, but the human touch is irreplaceable. Relationships, emotion, and trust are things a computer can’t replicate.
Clients buy from people, not from systems. The future is about finding the right balance between technology and connection.
Quick Takeaways from Dina
- Years in Media Sales: 13+
- Primary Market: Luxury lifestyle publishing
- Typical Annual Deals: $25K–$50K
- Revenue Mix: ~70% renewals, 30% new business
- Core Strength: Relationship-driven selling
- Guiding Principle: Persistence with grace builds trust and longevity
