A networking site for Radio advertising sales professionals.
New to Radio Advertising!!!! Looking for advice!!!!
I've been in radio sales for a couple of weeks now and have yet to get any accounts signed on. I inherited a few accounts that were previously running with the AE that I replaced so it was great to get my "feet wet" with those but I'm looking to build a clientele base on my own. This site has given me great insight on what it takes to be successful in this business so I'm excited about starting over due to my lack of training on what is required in the field. One challenge that I face is that the station I work for has a lot of static in my area and at times it is so frustrating I change the station myself. Has anyone faced this problem and was able to sell through it. Their are some surrounding areas that have a better reception of our satellite but those areas are at least 45 minutes out. Any advice is appreciated and welcomed and Thanks in advance.
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Comment by Rod Schwartz on February 1, 2012 at 11:44am -
Korey,
If you haven't done so already, I'd urge you to spend some time in the "New to Radio Sales?" forum. You'll find a ton of helpful ideas, suggestions, recommendations and resources, any of which could provide an immediate boost.
Don't underestimate the value of persistence and perseverance. Anyone who's been in this business longer than a year will affirm this.
Best of success to you!
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Comment by Korey Robinson on January 27, 2012 at 9:30pm -
Thank you guys so much for the encouraging words and insight. I agree with your advice and just needed to be reassured that others have faced this problem and were still able to overcome it with success. I look forward to proving all of you right and hopefully able to help someone else in the future that may be in my position now. Thanks again guys!
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Comment by Jack Walker on January 27, 2012 at 9:05am
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Look at the audience your reach where the signal is clear and if that audience is important to the client they will consider buying it. Often, we use US Census data to point out how many people are in that area and ask how many people in that group are making buying decisions today in that product category.
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Comment by David Neely on January 27, 2012 at 6:58am -
As long as the people who listen to your station can benefit from the goods or services of those located outside your listening area, you're good to go. You want to sell the fact that your listeners will travel to wherever to take advantage of what your client offers. I sell in areas that don't even receive our stations at all. But I don't sell the station, I sell the audience. The right campaign with the right ad will always win them customers. As long as it isn't a 50 mile drive to buy a burger. That could be a problem.
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Comment by Jamie Bass on January 27, 2012 at 5:34am -
I just started in radio sales in September. I had the same frustration in the first couple of months, but I can honestly say it will get better!
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Comment by Teresa Goodman on January 27, 2012 at 4:39am
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Korey, it's ok, Music can be successful on AM - Make sure they are playing in mono, it will help with the highs and lows. You can go 45 minutes and sell in the area it is heard, or you can sell the people in your market the clients that listening. AM still has an audience, an older Baby boomer audience which will turn for music they love. If you are listening to Static, when you turn the dial, listen for the other folks commercials, if the client is successful with Radio, then they will add another station. Be Honest with the folks who buy, tell them what they are buying, the area they are purchasing, the listeners and why you like your station. Write them an ad that is worthy of a large station and present it to them. Keep going back, think of what you have, Not what you don't! Now go out there and enjoy your day!
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Comment by Darren Matassa on January 20, 2012 at 9:22am -
Hey Korey,
Do you guys subscribe to Arbitron? Can you gain some insight into what demo your pd's format the programming for? Can you draw a theoretical straight line between the decade of music that you play and the relative age of target populations that you can prove are listening? Always sell audience; its all you've got. Remember that your audience are also your clients or prospect clients customers.So realtively speaking, signal issues or not, if you have audience you can sell the importnace of them to any business.
Here's something to think about... despite the fact that AM radio was designed for Talk Radio and was never really meant for music( because music sounds like shit oon an am station)... AM radio despite the inferior sound quality STILL manages to be a very saleable platform for advertisers.
Establish your audience levels, forget about the signal issues ( thats not a sales problem) its a problem form the owners, and tech types.If they aren't going to address it.. well then you just have to sell despite the problem. Never use it as an excuse though; and have a really good answer if the signal problem becomes a sales objection.
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