Radio Sales Café

I'm pretty new to sales in general and I've been with my station for about four months. I'm not the most aggressive person in general and I feel that maybe my sales have faltered. I enjoy getting to know my clients needs and wants before creating a marketing plan. Is there a way to speed up this process? From prospecting to offer take anywhere from 3 weeks to a month.

Many new sales peeps tend to lean on the crutch of " nurturing a relationship" first; as if it's the most important first step. Begin the sales cycle in such a way that clearly is focused on getting positive measurable results for your client through the effective use of radio. 

Clients / prospects are very interested in concepts, imagination, and are willing to invest in marketing once they fully understand how you are going to help them. You must become relevant to them as a resource, as a business, and as a catalyst through which they will grow their business.

• Always ask for as much money as you need to do an effective job for the client.
• Always gave a minimum ask.
• Understand what a 3.0 frequency is and be able to explain the relevance of it. 
• Sell the creative and the audience.
• It's all about your prospects relationship with your audience that makes things begin to happen.
• Never accept a challenge" to Test " radio.
• " Getting their name out there" ... that's not what you do, but it's what they think.
• Always know WHY your pitch is most likely to deliver measurable results... if you aren't confident in that tall order...get confident in it.
• Don't settle down as an order taker.
• ...... and that's just for starters.

I've attached  a PowerPoint presentation that was used to close a 70K annual deal with a previous NON radio user.WE use this system for all pitches..... and let me tell you... it works very , very well. 

Cheers

Darren

Go to the client's website.Use that info and whatever print ad they are doing to write a spec spot.Meet the client and say something to the effect like,"I saw your ad and it's great.I'm sure it is working for you.My station reaches many more people and I have taken the liberty to produce a spec spot for you based on your website and print ad" Play the spot for the client 2 times, not once, two times and let it sell the client and you just hand him the pen.

You have only one chance to Nail the creative. Creative is the most important part of the pitch and the long term success of the clients radio marketing initiative..

Many prospects, be it through their websites or print ads are the least qualified person to handle their own marketing; so taking and or assuming the facts from those two places on which to base a commercial is most likely to really hurt your chances at gaining them as a long term client. Although I will agree with Jim that clients love to hear their names in a commercial that they didn't have to pay for.

The best way to start a prospect off on the right foot is to establish your relevance as a resource to help them sell more product, increase profits, compete effectively for increased marketshare.

The prospect needs to be placed on a learning curve on how and why radio works, have ROI explained to them, effective frequencies, sustainable budgets, ...all the objections in the world are predictable... so don't Jump the Shark   and walk in with a bag of assumptions....

Radio marketing actually works... when planned properly...you also need to make yourself an expert... don't try and sell radio like print reps... please.