In my 3rd week in Radio Sales, when making calls for appointment, I find prospect asking to be sent e-mail proposal instead of agreeing to an apptointment.
What can I do differently to get the appointment? Also, any suggestion to the approach on the phone?
Also, is it advisable to send rates with the e-mail in asking for appointment or even discussing same over the phone?
Well, it sounds like things aren't much different in Kingston than they are here in the upper 48. I think emailing a proposal is OK if it's a small "one shot deal" of some kind, or if you already have a relationship with a client. But anything bigger than X dollars, or any kind of a proposal that involves a long-term schedule (shouldn't they all?) should be presented in person. Ask your prospect if he would email something as important as what you are proposing. Answer would probably be no. Good Selling!
In our world, we would never give someone a proposal without a meeting about their goals, their customers, their USP, etc. first. Of course, if you're selling HS sports and a big booster wants a quick e-mail about the HS package, maybe we would just send it if pushed. But most of the time, we go with what Chris Lytle always said about don't prescribe anything until you've done an exam (and then maybe some homework after that).
On rates, I don't want to hide them if someone wants them early in the process, but I also don't want to give them a document that might not make sense to them. Usually I say something like "I don't even know if I can help you yet, and if we can, then I'd like to put together a customized proposal for you to look out with everything spelled out and on a calendar. The rate card is just a list of prices--and I'd like the chance to create a good campaign specifically you, your needs and your budget."
Hi Julie,
Thank you so much.This is quite helpful. And makes sense. So far, not one of those I'd sent an e-mail to has responded. However, most of the prospect I've sent e-mails so far, are those I'd had a 1st interview with.
I see I have a lot to learn in this industry; I am basically learning on my own. I do have limited(very) help/support where training is as I'm actually employed by a company who does a morning talk show, aired on a radio station. The sales staff at the radio station seems willing to help, but there is really no formal training offered.
I am prepared to do the hard work, learning, and researching to educate myself and do very well in radio sales.
Thanks, Mike. Meeting in person has more effect on the prospect than e-mail because they may or maynot look and analyse the e-mail, but in person, we can have dialogue and analyse the prsopect's situation better.
Sherna,
It's important to understand that it is much easier to hit delete on an email than to turn you down in person. I ask my people to never email a proposal without first having a meaningful appointment to discover the client's needs. Afterall, if you were a doctor, could you email a remedy to a patient without first finding out what is wrong? The purpose of the initial appointment is never to sell the client, it's to gather information so you can offer a custom solution to their problem. You have no way of offering advertising that will work if you don't know specificially what they want to do. In addition, they have no way of evaluating your proposal if it doesn't address a specific goal/need. We call it "Selling on Purpose"...in other words, you must first find their reason to advertise before you can offer a fact based solution. Then they can evaluate the cost of the proposal against the value of their problem.
It's perfectly ok to tell a client who asks you to email a proposal that you really don't have a proposal at this point that would make any sense. You don't know yet if you have anything that may be helpful and would feel bad just guessing.
Hope that helps!
Rick
Rick,
I appreciate the reponses I have been getting from my Radio friends. I have been reading and researching all day to gather information about radio sales and being a competent sales person.
I conclude that I must re-learn some things and "un-learn" others. But, I am up for the journey.
I look forward to you suggestions.
Thank you.
Sherna
All that's been said is great advice.
Another thing I do when asked about rates at the start is to say "The truth is, I've never had anyone do business with me based on price alone. I need you to get on the same side of the table I'm on and look at this as an investment in your business rather than an expense. Otherwise, I'm not sure how much I can help you."
