Radio Sales Café

We have had some pretty good success recently with spec spots for potential clients. We put the ad together with a package proposal, set a meeting and then play the ad for the client. Last week, we sold a new client with this concept. Naturally it doesn't work everytime, but the majority of the time, we have been able to close the sale. One thing though - we never leave the ad with the client to allow them to think about it and we always designate on the CD that the ad is the property of our station.

Greg Bell
WWIC Radio
Scottsboro Alabama

Greg: We have also had some success with spec spots. It helps a client understand the power of his/her message in a way that looking at it on paper can't.

Congratulations on making the sale! Curious as to what kind of schedule you presented with the spec - a shorter term introduction to create awareness of a new client, or a longer term business-building campaign.

There are two schools of thought on using specs. One holds that it's far better to do a Client Needs Analysis and research the advertiser's business thoroughly (to understand what makes their customers tick) before presenting an idea based on that research. The other side believes that a good idea can stand on its own merits, irreSPECtive (...sorry, couldn't resist!) of any prior research or familiarization process, and create an opening for a new relationship.

Both sides make passionate and convincing arguments, and can produce the results to show for it.

While I tend to prefer the slower approach, learning about the prospect and his customers before writing and producing a demo, I've gone in the other direction, too -- with good results.

One of these days I'll post an idea that can be used successfully for any advertiser ... but only one in a market! Stay tuned...

Rod, Thanks for your reply. We are always looking for better ways and new ideas to sell our station. We are a small stand-alone AM in a struggling area and finiding it difficult to make sales and keep clients from cutting their monthly budgets with us. For this particular client, he normally runs with us during football season and we have added a very popular afternoon sports talk program to the lineup. We knew they listened to the program in their location and felt that putting a good spec spot together would get them excited about the possibility of others hearing the ad and wanting to use their services. In regards to the fact-finding process with clients, I'm assuming that because of our mom and pop client base, it's been a struggle to educate the clients on exactly what we feel is good for them. I'm not sure if other areas as small as us have experienced the same problems. Rod Schwartz said:

Congratulations on making the sale! Curious as to what kind of schedule you presented with the spec - a shorter term introduction to create awareness of a new client, or a longer term business-building campaign.

There are two schools of thought on using specs. One holds that it's far better to do a Client Needs Analysis and research the advertiser's business thoroughly (to understand what makes their customers tick) before presenting an idea based on that research. The other side believes that a good idea can stand on its own merits, irreSPECtive (...sorry, couldn't resist!) of any prior research or familiarization process, and create an opening for a new relationship.

Both sides make passionate and convincing arguments, and can produce the results to show for it.

While I tend to prefer the slower approach, learning about the prospect and his customers before writing and producing a demo, I've gone in the other direction, too -- with good results.

One of these days I'll post an idea that can be used successfully for any advertiser ... but only one in a market! Stay tuned...

Hello Julie, I think the spec spots help us in radio as much as it does for the newspaper when they build an ad and take it to a client to see how it will look in the paper. Once the client hears the ad, they know they can have it but only by signing up for a contract. I'm always open to new ideas so please let me know anything you guys have had success with. Greg Bell Julie DeBoer said:

Greg: We have also had some success with spec spots. It helps a client understand the power of his/her message in a way that looking at it on paper can't.

Greg,

Spec spots sell......However, I have a new salesperson who came back to the station with lots of spec spots to write and produce. The problem......he wasn't asking the right questions in the beginning......only.... can I bring you back an idea? Remember, we do not sell advertising....but ideas. Spec spots should be used to close the sale. They are not a new concept. I've been in radio for over 25 years. Yes, they work but you'd better find out everything you can about the business upfront and have that person very receptive from the beginning.

Maybe you're doing all of that......but I'm just sharing my experience. Great idea about not leaving the CD......

Kathie, Thanks for your response. Good points - I will make sure we are putting those into practice with our clients. Greg Bell Kathie Easton said:

Greg,

Spec spots sell......However, I have a new salesperson who came back to the station with lots of spec spots to write and produce. The problem......he wasn't asking the right questions in the beginning......only.... can I bring you back an idea? Remember, we do not sell advertising....but ideas. Spec spots should be used to close the sale. They are not a new concept. I've been in radio for over 25 years. Yes, they work but you'd better find out everything you can about the business upfront and have that person very receptive from the beginning.

Maybe you're doing all of that......but I'm just sharing my experience. Great idea about not leaving the CD......

We go one further - our scripts contain a 'copy write' note on them as well (nothing like hearing your script on the competition). "Spec Spots" beat "script approval" every time. Radio scripts are cold and lifeless on paper. While some might object to having to change one or two words and send the spot back into production, if the customer just bought the campaign - wahoo! Bruce Walchuk said:

Greg Bell said:

Kathie,

Thanks for your response. Good points - I will make sure we are putting those into practice with our clients.

Greg Bell

Kathie Easton said:

Greg,

Spec spots sell......However, I have a new salesperson who came back to the station with lots of spec spots to write and produce. The problem......he wasn't asking the right questions in the beginning......only.... can I bring you back an idea? Remember, we do not sell advertising....but ideas. Spec spots should be used to close the sale. They are not a new concept. I've been in radio for over 25 years. Yes, they work but you'd better find out everything you can about the business upfront and have that person very receptive from the beginning.

Maybe you're doing all of that......but I'm just sharing my experience. Great idea about not leaving the CD......

Whenever possible have the client listen to the spec spot(s) in your Car! Especially easy at an auto dealer . . . just pick the best a car in the showroom!

Plan B. Email them the commercial right before entering the meeting . . . most computers have a pretty descent sound system. Plan C. Your Laptop.

In any case, we always leave them the spec on a CD with a nicely printed label. We usually include their logo along with ours.

Sell the client on your process. Show them how you will work to combine the right station, the right schedule and the right message. It's like a 3 legged stool. During my first year in Radio sales, I had an excellent learning experience working with a "jingle gypsy". He shared so many power tools. Due to the expense of producing a jingle, do a complete CNA. Ask and re-ask. Ask if you are on the right track. Ask! Have an outstanding play-back system. He made me bring my client to the station. Provide copies of the script so we all don't end up staring at the machine. Play the commercial three times. (Frequency) He said it was like listening to a new song on the radio. The more you hear it, the more you like it. Tell the client not to think right or wrong or good or bad. Listen to it three times. Watch the client's face. Have the commercial loaded with an intro from your production person. "Good Morning Mr. Frentress. I'm Ralph Smith from the WXYZ production team. The following 30-second message has been written and produced by WXYZ exclusively for you and Frentress' Emporium. The message will be heard 3 times with 2 seconds of separation. Thank YOU for the opportunity and I look forward to working with you on WXYZ." (assumptive close and showing that others at your station are working on the client's behalf. (station jingle). Commercial.