This is my third week in radio sales. I have not had any sales experience and am new to all of this. I start making calls tomorrow and was wondering if anyone had any tips on how to get appointments. Also does anyone have an idea for a script when you call people to get an appointment? I am trying to say something that is not the normal cliche.
Whitney, if you haven't seen this already, you might like to take a look at Jenna Fox's post, "Opening the Call" with a Prospect. I found a lot of helpful info there!
Here is an idea: http://www.youtube.com/watch?v=lCSqIvkuSxk
If you a read a script you'll fumble...
Research the company... research the prospect (use Linkedin), you'll definitely find talking points.
It's good if the prospect has done radio advtg before...else you should be clear about why it has to be your station only for the client.
Only rule...there are no rules...
RAB has a "script" for getting appointments.
You must approach businesses from their point of view. What are you going to do to solve their problems? The radio station and the various programs, promotions, etc. are simply the means to accomplish the goal.
I like to use a question that will shock them a little and is almost gtd to get a YES. Ex., "If I could put u in front of a full house at the Fox Theatre to talk about your business would you be interested in talking to me?"
Your station's audience will be like a full house at the Fox.
When the client says they are interested, tell them you want to meet to learn about their business to c if you can help them and that it will take 27 minutes. When you meet hold to the time unless the client insists on continuing.
Chris,
This is really a great training video. One question, what do you mean about no professionals between Fri & Tues?
Thanks!
I don't know anything about your market or your station, but remember that the people you're calling are being contacted by every radio, newspaper and tv rep in town, along with coupon sellers, church bulletins, and you name it. They have heard all the stale pitches, and all the reasons to make some time that anyone can conceive of. Try this. Let's suppose you have a super-popular morning show featuring John and Susie.
"Hi, I'm Whitney Smith, and I work with John and Susie who do the morning show at KWIZ." (pause)
Almost everyone has celebrity fever. If they can't speak directly with celebrities, they'll take second best, which is you. If they never heard of John and Susie, you've got your work cut out for you. But, if they respond positively, it's your chance to tell them that every day John and Susie talk to 20,000 people between the ages of 25 and 54, primarily women, and that you'd like a few minutes to talk to them about John and Susie, and how being a part of the show could help you grow your business.
If you want to get even more aggressive, you could fib a bit, and tell them that you're involved in producing the morning show with John and Susie instead of just saying that you work with them. Banks have a multitude of vice presidents because people like to speak with a person in a position of authority. In radio, anyone who is a a producer or involved with a popular show has a mystique about them. Good luck.
Whitney, first of all, congrats for having the courage to tackle a career in radio sales. It's an exciting business with incredible challenges but none that cannot be overcome when you consult from the heart!
I believe appointment-setting begins with a belief that you have solutions of value to offer a prospect. You can't know the value of what you have to offer until you understand the prospect's industry, the competitive market and at least a little about the prospect's business. That means you want to invest some time doing discovery by industry (once you have the industry profile down, its easier to move vertically through a target list in each category) to undertand the trends and common challenges. My school of thought is that you not overwhelm yourself trying to call on 50 businesses from widely divergent categories. That's a fast way to burnout. Hone in on 5-7 accounts in each of 5 hot business categories and drill down on getting at least 2 appointments from each prospect per week (you can always expand as you gain traction).
By the way, when you begin from a basis of knowledge about the business/industry you're caling on, its easier to create a framing statement. My favorite opening (either in person or on the phone) is (for example) "I've been reading about the brand new Excellent 4WD and the fact that while the vehicle was designed to appeal to women, local dealers across the country seem to be having some challenges attracting more women into the showroom. Has that been your experience?"
This type of opener suggests that you keep up with the industry and that you have a clue about the business. It also siggests that you do not presume to know how the info you have applies to the business person you are calling on. It also sets you up to ask for an appointment no matter which way the answer goes. If it's a "no", you'd say "That's great that you've been able to buck the trend. Would you be interested in meeting with us to discuss an outside the box idea for creating buzz and driving more engagement with women for your store?" If the answer is "yes", you;d say, "Well the article we read got me to thinking and I called my marketing team together to cook up some ideas that we believe will create buzz and drive more engagement with women for your store. Does that appeal to you and would you be open to allowing us to come in and pitch you our idea?"
Hope there's some nuggets in here you can borrow from and happy selling!
This is exactly what you need to do! Great words of wisdom! You need to become a consultant and not a package pusher! You need to be in front of your clients seeing you in person so they get to know you and trust you!
If you don't know your product don't leave your office until you do...It will be a disaster
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Put yourself with one of your seasoned reps and watch and listen and develop your own style of salesmanship!
Good Luck and awesome advice DJ Carter!
Hi Whitney, I started today, so I understand. You can check out Jenna Fox posting, "Opening The Call" To prospects. I just did. It gives information's on how to make initial contact with prospect and on handling objections. All the best!
Sherna Thomas
I'm not sure about your market or stations, but your job the first couple of weeks should be to get in front of as many people as possible. It's hard to get appointments if you have not created any sort of trust with the person or gate keeper. I would suggest knowing a little about each stop that you plan to make....decision maker (owner), best product line, co-op, competitor, what advertising they are currently doing in the marketplace. Most of all get the gate keeper on your side! I've found that most business owner blow the new guy/girl off because they know that they will not come back. It's just a fact that media people suck at followup!
And know your product and why your calling on the client....hint, it's not so you can sell them advertising!
Larry, I have re-read your post and it is really powerful. I will use it in my prospecting calls. Thank you.
Celeste -
I believe that what Chris meant is that because professionals frequently take long weekends, you'll have better success on those days with other categories. Try to see the professionals on Tuesdays, Wednesdays, or Thursdays, when it's more likely they'll be available.
Very true - I just hadn't thought about it specifically. Thanks!
