In her January 31 newsletter, sales trainer Pat Bryson talks about a phone call she had with RSC member Rick Murphy of Murphy... moreIn her January 31 newsletter, sales trainer Pat Bryson talks about a phone call she had with RSC member Rick Murphy of Murphy Broadcasting:
Power Prospecting: Keeping Our Pipelines Full
by Pat Bryson
I was on a call with Rick Murphy, Murphy Broadcasting, last week. The subject was how his group of stations managed to survive and thrive during the lockdowns last year from COVID. I appreciated his "I'm not going to let a little thing like a pandemic prevent my success" attitude. He responded to the challenge by finding new clients, clients that WOULD and SHOULD advertise in those trying times. His secret? Great prospecting. His sellers prospect from a list of 4000 businesses. He has a sophisticated phone system to fuel calling for appointments. Most of us do not have his setup, but we can still be successful in contacting potential new clients.
Which brings me to the subject of today's newsletter: keeping our pipelines full. Whether we have the added... less
Dear fellow FCC license holder,
... moreFCC License renewal is not far off!
Dear fellow FCC license holder,
The FCC license process is not far off and you will be required to demonstrate how you fulfilled your Public Affairs programming. It is not too late to start...so, why not start now!
As a broadcaster myself, I know you have many choices in Public Affairs programming. I am hopeful that you will see the value in airing our exceptional non-partisan Public Affairs vignettes on your station.
We have professionally written and produced vignettes further explaining the nonpartisan ConventionofStates.com project. Simply put: It involves Article 5 of the U.S, Constitution giving your state legislatures the power to “limit the power and jurisdiction of the federal government, impose fiscal restraints, and place term limits on federal officials.” less
Following Up with Prospects
by John... moreFollowing Up with Prospects
by John Chapin
81% of sales and appointments are made after the fourth contact. 80% of salespeople never make it to the fourth contact.
Most salespeople give up way too quickly. And it’s usually with a plethora of excuses and stories they make up about why someone isn’t getting back to them. “They probably don’t want to hear from me”, “They probably already bought it from someone else”, “They’re probably too busy”, “They probably think I’m a pest.” Whatever excuse you come up with, or reason why you think they aren’t getting back to you, you’re wrong 95% of the time. Most people are just super-busy and several other things are yelling for their attention. Are some people no longer interested, or they’ve bought something else, or they think you’re a pest? Yes, but that’s the exception, not the rule. Most people simply have many other things going on that are distracting them from getting back to you or taking your call in the first place.
The reality... less
Replacing lost dollars due to Covid meant getting a bit more creative and thinking outside the box.
The station I worked for went to those who weren't frequent radio users. Two examples: a solar company and a water well drilling... moreReplacing lost dollars due to Covid meant getting a bit more creative and thinking outside the box.
The station I worked for went to those who weren't frequent radio users. Two examples: a solar company and a water well drilling company.
Getting creative with traditional advertisers. Restaurants took it hard last year. I found a few ready to ask for the business. From a creative standpoint, I proposed 6 lunch specials for $6 served at your table within 6 minutes. I figured 6 is a perfect number after hearing to stay 6 feet away from everyone. The concept was why settle for fast food when you can enjoy a wholesome home cooked meal for a fast food price served quickly enough that you don't have to rush through your meal to get back to the office in time. The 6 lunch specials took a 'haircut' of 95 cents to $1.95 but they are the most popular menu items for the lunch run. With restaurants at 50% capacity, it was not overwhelming for the staff to have your meal in front of you within 6... less
INSIDE RADIO recently predicted a significant surge in ad spending by those in healthcare. Are you getting more healthcare ad revenue these days? What categories are the top spenders in your market? Please post your answer in a reply below.
Getting Clients Ready for 2021: What Do We Need to Know?
by Pat Bryson
2020 was a business year like none other we've seen. Nor have our clients. As we move into 2021, it can be a year of recovery for all of us. We can help our clients to recover lost... moreGetting Clients Ready for 2021: What Do We Need to Know?
by Pat Bryson
2020 was a business year like none other we've seen. Nor have our clients. As we move into 2021, it can be a year of recovery for all of us. We can help our clients to recover lost revenue which will help us to recover ours.
To do so effectively, we need to understand how individual businesses fared during each part of the COVID pandemic.
In retrospect, we can divide the year into distinct parts:
Jan-Mid March before the shutdown
Mid March to end of May: The shutdown
June-September: The opening
October-December: The bounce-back
Jan-June 2021: The recovery
To know how to guide our clients as 2021 moves forward, we must know their history. Some businesses barely made it: others did OK: some did very well.
You've probably already heard from clients, "I will wait and see what happens." "I don't know how to plan." "The world is too uncertain now to advertise."
Sounds like "fear" talking to me.
It's up to us to remove their fear and... less
I went kicking and screaming to sales from behind the microphone. I believed I was just not a salesman. Luckily I had a good boss.
My first lesson was: don't go after the sale. Take an attitude of working for your client's continued success and the sales... moreI went kicking and screaming to sales from behind the microphone. I believed I was just not a salesman. Luckily I had a good boss.
My first lesson was: don't go after the sale. Take an attitude of working for your client's continued success and the sales will come.
Invest time to get to know the client and more importantly let them get to know you. They will need time to build a relationship and build trust. It was described as dating. One date doesn't wind up at the alter. Count on 5 to 7 visits to be known and remembered. Always distinguish yourself as being willing to work harder. The person that goes above and beyond doesn't get the axe when cuts are made.
Listen. Write things down. Say their words in your visits so they know you are listening.
Be honest and beyond reproach. Have the guts to look the client in the eye on results. Have the guts to attempt persuading the client when they are headed in the wrong direction. I can say this: if radio doesn't work it's always the message. If you let the... less
Jan 8
Rick MurphyAs you may know, My company has developed wikicopy.com FREE. It is a cooperative effort with nearly 400,000 example radio commercial scripts. Thousands have used it for idea starters. Well, we are doing it again. We have hired an attorney to deliver... moreAs you may know, My company has developed wikicopy.com FREE. It is a cooperative effort with nearly 400,000 example radio commercial scripts. Thousands have used it for idea starters. Well, we are doing it again. We have hired an attorney to deliver a Free 90-minute High-Speed webinar on negotiations...FREE. It is white-labeled so that your station can sponsor the session and/or use it to gift sponsorship to your businesses. We do everything. We have the scripts, website and example emails. Take a look at the link below. We will limit it to market exclusivity. If you are not first, you are last. Dominate your market! less
Thanks to our friend Jay Mitchell, editor and publisher of The Small Market Radio Newsletter, for letting us share this article from the December 24/31, 2020 edition. Click here to try the newsletter free for two months.
Do the Basics Brilliantly—6... moreThanks to our friend Jay Mitchell, editor and publisher of The Small Market Radio Newsletter, for letting us share this article from the December 24/31, 2020 edition. Click here to try the newsletter free for two months.
Do the Basics Brilliantly—6 Tips for Radio Sales Teams
By Sharon Söderlund‐Green
Phewwy, is it just me or are radio sales teams becoming increasingly bombarded with information?
In today’s digital world, businesses have an infinite number of tools to help measure performance and processes. This means the ability to monitor the fine details of your company and teams has never been easier.
And that’s kind of the problem. With so much information, it’s easy to become absorbed by it.
So, this is a call for simplicity—a shout‐out for the fundamental sales techniques we sometimes forget to apply. To help your team get back to doing the basics brilliantly, here are six pieces of good solid radio sales advice that you can easily apply today.
1. STOP SELLING AND START LISTENING... less
In her January 31 newsletter, sales trainer Pat Bryson... moreIn her January 31 newsletter, sales trainer Pat Bryson talks about a phone call she had with RSC member Rick Murphy of Murphy Broadcasting:
Power Prospecting: Keeping Our Pipelines Full
by Pat Bryson
I was on a call with Rick Murphy, Murphy Broadcasting, last week. The subject was how his group of stations managed to survive and thrive during the lockdowns last year from COVID. I appreciated his "I'm not going to let a little thing like a pandemic prevent my success" attitude. He responded to the challenge by finding new clients, clients that WOULD and SHOULD advertise in... less
Bill,
I'm a little late in replying to this, but THANK YOU SO... moreBill,
I'm a little late in replying to this, but THANK YOU SO MUCH for sharing these ideas! I love the $6/6-minute specials for the restaurant, and the no-penalty cancellation idea for annual contracts.
Way to go in serving your customers and making up for lost revenue!
Rebecca
Following Up with Prospects
by John... moreFollowing Up with Prospects
by John Chapin
81% of sales and appointments are made after the fourth contact. 80% of salespeople never make it to the fourth contact.
Most salespeople give up way too quickly. And it’s usually with a plethora of excuses and stories they make up about why someone isn’t getting back to them. “They probably don’t want to hear from me”, “They probably already bought it from someone else”, “They’re probably too busy”, “They probably think I’m a pest.” Whatever excuse you come up with, or reason why you think they aren’t getting back to you, you’re wrong 95% of the time.... less
Replacing lost dollars due to Covid meant getting a bit more... moreReplacing lost dollars due to Covid meant getting a bit more creative and thinking outside the box.
The station I worked for went to those who weren't frequent radio users. Two examples: a solar company and a water well drilling company.
Getting creative with traditional advertisers. Restaurants took it hard last year. I found a few ready to ask for the business. From a creative standpoint, I proposed 6 lunch specials for $6 served at your table within 6 minutes. I figured 6 is a perfect number after hearing to stay 6 feet away from everyone. The concept was why settle for fast food when you can enjoy a... less
INSIDE RADIO recently predicted a significant surge in ad... moreINSIDE RADIO recently predicted a significant surge in ad spending by those in healthcare. Are you getting more healthcare ad revenue these days? What categories are the top spenders in your market? Please post your answer in a reply below.
