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  • Robert Villones
    Robert Villones The sun is up, and daylight is burning! It's time to tear it up!
    #sales #motivation #Tuesday #tearitup
    • 1 hour ago
  • Kurt Kaniewski
    Kurt Kaniewski Sometimes to drive a point home ya gotta have a smart alec. Not necessarily a combative one. But when ya make that pain in the behind clueless (to the point ya wanna smack 'em along side the head) you can take the time to spotlight a copy point-and see if this oblivious chowder head's ever gonna get it through his thick skull to knock it off
    willow on 5th-breakfast SHHH!
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    • Mon at 10:52 AM
  • John Glavin
    John Glavin has just signed up.
  • Robert Villones
    Robert Villones Invest in yourself by reading, watching and listening to the great motivational minds of this world. If you make these investments daily, I promise your dividends will be HUGE!
    #Monday #sales #motivation #investinyourself
    • Mon at 6:03 AM
  • Joe  Weil
    Joe Weil has just signed up.
  • MaryLou Keating
    MaryLou Keating has just signed up.
  • Andy McNabb
    Andy McNabb replied to a topic in the forum Friday Polls:
    Learners are earners!  It's a kaizen thing!Knowledge is power, so what unique and compelling knowledge will help us help our clients further increase sales?  In addition to the traditional radio/sales/personal development courses so vital to progress, the following have helped tremendously in helping my stations (sold), training employees, increasing my own sales - and most foundational: increasing clients' sales.1. Price Elasticity conference put on by one of Canada's biggest economic think tanks ($1500).  By creating high value/high demand for what we do, we create inelastic pricing, which enables us to charge for our services. Same for our clients - teach them to do the same.2. As Gordon Borrell's SMB surveys consistently show that advertisers prize marketing strategy far above our typical, tactical, media presentations (of three spec spots and a schedule, a promotion for "added value", and a smattering of digital delights often replicated by a dozen providers within a stone's throw of their businesses) - give them what they want.That's what almost no one in our industry provides: over-arching marketing strategies capable of delivering 52 weeks of quantifiable sales results directly attributable to any media company of choice.  I spent a week in Dallas at a $50,000/week training how to develop client-specific marketing systems, strategies, tactics and sales tools that do so.  That's part of why I'm able to say 7/8/9 Figure Sales & Marketing Results. Measured To The Penny.
    • Jul 12
  • Scott Howard
    Scott Howard replied to a topic in the forum The Round Table: Brainstorming & Problem-solving:
    Nice work, Bill.
    I like that you ask for enough to make an impact but leave some on the table for them to use elsewhere.
    This week, I had a long time advertiser who spends $1800 every month for live 10 second mentions, tell me she needs to cut down to $1000 a month for the rest of the summer, in an email.
    No problem, I made some adjustments and stopped in to discuss.  In our conversation, I learned that the $1800 she spends with me is equal to her $1800 monthly rent, and they just need a little break until fall.
    She told me she could spend $1200 per month (not the $1000 she mentioned in the email) and I gave her an option for $1300 which she gladly accepted.  Plus she is planning on spending more during special times of the year which will more than offset the current $500 per month loss.
    Conversations about what matters to them are the key to selling in medium markets and creating trusted relationships with your advertising partners.
    • Jul 12
  • Scott Howard
    Scott Howard replied to a topic in the forum Friday Polls:
    I agree with Lynn Lambrecht .  You have to invest in yourself.
    My most recent was investing in ENS Media's Sound ADvice Newsletter service.  Years ago I met Wayne Ens and agreed with most of what he said and did and followed him and his newsletter for broadcasters.   Last year, Wayne retired and the company is now run by his partners Rick and Belinda Fink.  
    Their Sound ADvice newsletter had been offered as a marketing vehicle to stations and I approached them with an offer to buy an individual membership.
    It has paid for itself already, you can get my insight here: 
    I have always invested in my own laptop, and other tech.  I have bought books and training materials from:  

    Roy H Williams:   and his books:
    In 2005 I started writing an blogging at least once a week and never stopped.  I set up my own website that has over 1400 of my articles published and a couple years ago started a podcast based on the weekly articles.
    You can find all of them here:  You can also find me active on social media.
    Yes, I designed my own websites and paid for all this out of my pocket.
    No one told me to do it.
    It wasn't a job requirement, it was my passion and has led to being sought after.   
    I still get my paycheck from my radio station and my co-workers are jealous but none of them have put in the work that I have and will continue to do.
    In 2013, I was hired to be the 5th person on a 5 person sales team.  That 5th seat had been a revolving door.  There was not active account list that took over, it was built from scratch.  This year I just became the top sales person, and 90% of our business is local direct (not agency).
    None of this is to brag.
    It's just to show you that your success is in your own hands.  All it takes is to start and don't stop.
    • Jul 12
  • Rod Schwartz
    Rod Schwartz replied to a topic in the forum Friday Polls:
    This is a good topic for consideration and discussion. The narrow financial relationship between a commissioned salesperson and his station-employer is one of direct proportion: 15%:85%, 20%:80% (or whatever the commission structure happens to be).  In other words, for every dollar a salesperson brings into the company, he receives 15, 20 cents, or whatever. This might be construed as a basis for a cost-benefit analysis where investments in equipment or other resources are concerned.
    But, as is often the case, if the station is providing additional benefits—ranging from health insurance to a gas trade—these must be taken into consideration, as well. Ideally, at some level, each party has the other's interests at heart and not only their own, for the sake of a long and mutually beneficial relationship.
    In my own case, when I have needed a tool or resource, especially if it's one that other salespeople don't necessarily want or need, and I can afford the purchase, I'll go ahead and make the investment as a business expense. I've purchased many books, newsletters, and other educational or training resources, subscriptions to professional services, recording equipment, computers, tablets, etc., whenever I've felt it beneficial.
    But our station also provides various resources for members of the sales department, including digital recorders, cell phones and service, and (for some) computers for use in the office. 
    • Jul 12
  • Rod Schwartz
    Rod Schwartz replied to a topic in the forum The Round Table: Brainstorming & Problem-solving:
    Steve, our stations have put together cooperative packages such as you describe, mainly to help promote TOMA for businesses in smaller surrounding communities, and occasionally—during the holidays, for example—for businesses in our own communities (we serve two principal markets and a number of outlying smaller towns).When a campaign/sale hinges on the cooperation of multiple participants, it's imperative that each participant makes a solid, irrevocable commitment to it. The success of the group is directly proportional to the commitment of each member.In the illustration you provide, wouldn't you want some of the message to be about the importance of shopping locally, possibly 15 seconds of the 60 devoted to an opening and/or closing message, giving you time for 3 participants at 15 seconds each? Just thinking out loud.The "small, struggling" businesses that are truly appreciative of your efforts will rise to the occasion and recognize that the benefit they'll derive is potentially much greater than their investment; it all depends on the relevance and credibility of their message. Be prepared not to get buy-in from some of the businesses that appear to need it the most. Over the years, I've run across too many self-described "struggling" businesses whose real struggle has to do with making any meaningful investment in advertising. They're quick to complain and blame others (WalMart, Amazon, competitors who are advertising effectively, etc.) but never seem willing to part with a few dollars for advertising. "It won't work" ends up being a self-fulfilling prophecy for these folks.One of the great things about radio advertising is that even a small advertiser can establish a large presence with a subset of your audience, and that's often the starting point of a growth spurt.
    • Jul 12
    • Rod Schwartz
      Steve Clendenin Hey Rod, yes, I was envisioning a :60 block, with a :15 open and :15 close. The open would be "WHGM Gold invites you to Thing Big, Shop Small at these (town) businesses..." Then, 2 participants, then a close in the area of "To learn more about these small businesses, visit whgmgold dot com and click Shop Local."

      This package would be focused on area associations, for instance in our market the "Franklin Street Merchants." There would be three stores right away that would jump on this.

      I was thinking of this package:
      -4 spots per day, 6a-Mid
      -Inclusion on the digital directory on our website
      -1 on-air interview to talk about a sale or special promotion per quarter
      A commitment of $100/month for 12 months.

      I think we could easily do $1600/month on a few of these for each town within our listening area.

      We would also do a package for restaurants and B&Bs (the Eat, Sleep, Drink package) since we are in a tourist area. I also own a state network, so we would place these spots on the network for statewide reach too (when inventory allow

      • Jul 12
  • Royal Adkin
    Royal Adkin has just signed up.
  • Diane Scarpelli
    Diane Scarpelli replied to a topic in the forum The Round Table: Brainstorming & Problem-solving:
    We use this co-op approach with area events, festivals, et al.  And have done this as an annual -  which is what a downtown or main street shopping area really needs to do. The majority of these entities only look to do this kind of promotion for Christmas or a specific week or event. But these businesses want people to think of them all year long (TOMA).  So a selling point is branding. The most effective thing is to do this year-round -  if it can't be monthly then alternate months, regular advertising directing listeners to a single website for event information and with a map of and list by category of businesses. It may be possible to go to the organization for the area -  the City, the DBA, the CVB, the Chamber, a merchant group-  for either support (they send out an email introduction for you encouraging members to participate) or backing (they agree to pay and collect from members). Rod is correct that there will be people you can't believe turn you down -  and yet with the other neighboring businesses kicking in, that business clearly benefits by proximity. Not fair to the paying businesses but can't do anything about that.
    A jingle or formatted production with signature music, signature voice, a slogan improves the recognition of a campaign -  and encourages further use of your radio station.
    Pricing should be package  -  you have to gauge your market participation and the pool of people to participate. Everything runs BTA. A $2500 event package of X :60s or :30s, X :10s and X live mentions would require a minimum of 25 businesses paying $100 each.  An annual for $2500 a month to promote events plus image in non-event months (convenience, variety, local businesses, easy parking, hours, etc). This could involve up to 50 businesses for around $50/month. The more months they agree to the better the pricing should be because... for the benefit of your sales manager:  this is guaranteed to generate additional sales from individual businesses in this co-op because the businesses (1) get to interact with you regularly, (2) recognize your co-op-ing as support for local businesses and (3) experience what the advertising (especially annual) can do for the recognition of the area. Some will absolutely give you a nod when they decide to hold their store White Sale in January or Christmas in July Clearance in July. You have demonstrated that you are on their side. 
    • Jul 12
  • Lynn Lambrecht
    Lynn Lambrecht replied to a topic in the forum Friday Polls:
    Wow! No Replies? I think I have done almost everything. From buying my own laptop to reading just about every sales book out there. Conferences, sales tools, you name it, I've been there. Have also been known to purchase my own promo materials and invest in my own blog/website and my own promotional sales vehicle. If you can't promote yourself and give yourself the best tools, how can you expect others to invest in you? And remember, they buy YOU first, not the stations, not the format, YOU! 
    • Jul 12
  • Kurt Kaniewski
    Kurt Kaniewski Here's another way to show how going the extra yard (or mile) can make a 15 second radio ad sound less like a throw away and more like an asset to your station commercial production arsenal. Just trust your sub conscious (kinda)
    kelleys carpet;moved-subconscious
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    • Jul 12

Recent Forum Posts

  • Learners are earners!  It's a kaizen...  more
  • Nice work, Bill.
    I like that you ask for enough to make an...  more
  • I agree with Lynn Lambrecht .  You have to...  more
  • This is a good topic for consideration and discussion. The...  more
  • Steve, our stations have put together cooperative packages such...  more
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