Networking for radio sales professionals from Grace Broadcast Sales.
Happy Friday, everyone!
Here is this week's poll question: Is your station a member of the Radio Advertising Bureau? (www.rab.com) If yes, what one or two RAB resources do you use the most? If no, is it the membership fees or some other factor that keeps you from joining?
Looking forward to reading your replies!
No... we are not members. The RAB was a valuable resource in the past. They provided a lot of training, background materials and things needed to help sales people get in the door. Over the past decade the RAB has become more of a "shop" where you can BUY training, computer programs and other items while at the same time paying dues. I feel the RAB is more interested in merely justifying their existence than actually helping build the next generation of broadcast leaders. But... I may be wrong.
I was a member at former stations... I found the information VERY VALUABLE in making presentations. When we launched our own station three years ago... I tried to become a member, but I couldn't afford the dues. I have "gotten by" without it now for three years.
I'm certain that I could benefit by becoming a member... I have to just get to a point where it makes sense to join! When value exceeds dues membership makes sense! I think RAB needs to let people know the value of membership.
I have always worked for stations that belonged to RAB and I had the RAB newsletters coming into my inbox every day. It helped refresh my mind with new ideas, and the research was invaluable. I don't know how much it costs, but I used RAB every day. I think that management has to get their reps to buy in mentally to get their money's worth.
Our station used to be a member of the NAB, RAB, RBA, etc for years but yes -- it's the fees. Radio stations today are "fee'd" to death.
Some things you need to do just to be better. We belong to RAB and because of it I can provide better ideas and service to my clients. The Pitch is very good and timely. The comparisons with other media are invaluable in presentations and to remind clients why they are using radio.
We consider our RAB membership a critical investment. I cannot understand why a station would not want to put the RAB Instant Backgrounds in the hands of all sellers, equiping them to know more about the industries on which they call than some of the clients do themselves.
Our stations use RAB Account Manager and find it an invaluble resource. I personally believe keeping records on account activity is the responsibility of the station. We require staff to enter that important data daily yet a system for archiving vital client data is made simple and easy with Account Manager. Just last week a client came to me complaining about service.
His manager said we had not called on him in five weeks. I pulled up Account Manager. He was shocked when I showed him eight sample ads written for his business and sent to his manager, two appointments the manager blew off with no notice and a visit each week only to be told the manager was tie up or out of the office. The documentation saved the account and got the manager in trouble with the owner.
The RAB is one of the most important investments we make and I would not operate radio stations without it.
Roger, your illustration underscores the value of having written documentation to supplement (and occasionally correct) our fallible memories. I've not used RAB's account manager, but it sounds like the kind of tool that would in the long run justify the time and effort involved in keeping up-to-date records.
We are members and we use it constantly. All of our new sales reps go through the training courses. When I was just starting out I spent hours and hours on it. We have used some of the webinars for continuing education too. We are also using the Account Manager app which has made it much easier for us to track what our reps are doing. I understand what you're saying Chris, as far as the "shop" is concerned, but I still think RAB is an invaluable tool for information, training, and industry info.
The owners of the last two stations I have worked for both say the fees for
really small markets is just too high. It's a shame the individual price is so high
as well as I miss all the tools that I got from RAB.
Yes we have RAB and I use it a lot. I use the Instant Backgrounds for my proposals. I use the new Why Radio? feature for my prospective customers. I use the copy writing ideas when I'm trying to start the creative juices flowing. And I have taken the RAB Marketing Consultant course...will be taking more advanced courses soon. It gave me some techniques for cold calls and sales presentation that really helped up my business.
I am glad our stations are members of RAB. I use their resources regularly. Articles in the Radio Sales Today that I print out for customers (they love it), Instant backgrounds and Gold Digger are also favorites for putting together presentations and proposals. Having access to these resources has been a real boost to my career and over the last 2+ decades has more than paid for itself.
I simply dont buy much of the extra stuff so the other sales pitches dont bother me. I am a sales person like they are, I understand and appreciate it when somebody asks for my business, and they are used to hearing "no" as much as I am.