I've been in this marketing consultant position 2 months and have hit "the wall." I've been making the required calls (not just to make them, but with purpose), have had a few appointments and have a sale (although I'm concerned because they aren't returning emails/calls regarding the final details - payment, spot approval, etc.).
Plus, I'm at the "who else do I call" point.
Any advice for getting through this spot?
I work for a News/Talk/Sports and New Country station.
Thanks!!
Hello Jerry,
Thanks for posting! I'm going to include this discussion in tonight's newsletter, and I'm sure the replies will be useful to many RSC members. In the meantime, we did a Friday poll a while back on best tips for breaking out of a sales slump -- maybe not precisely the same situation you're facing, but there might be some useful ideas anyway; here's the link: http://www.radiosalescafe.com/forum/topics/friday-poll-whats-your
I look forward to following this discussion!
Rebecca
Hi Jerry, I have worked in radio advert sales for over 12 years. The only answer to your problem is to get your head down and go for it. I hit the wall every month and have to give myself a quick kick in the backside. The sales are there. What you have to do is be persistent and the wall will fall. I diarise every call I make and the customer response, so I can look back over the months and think, "Did I get the right questions and answers" I am totally confidant that I can under cut newspaper adverts, Plus you are offering your clients daily spots where many papers/Magazines only print once a week. Go for it Jerry and don't be scared of asking the right questions. Hope thats of help to you. All the best Ian.
Hi Jerry,
You and I work in similar market situations: selling for a New/Modern Country radio station in a small market just outside of a medium-major market full of competitors.
First thing to remember, you probably sell in a market that is heavily farming and agriculture based (presuming your market territory is not in urban South Bend). Your country station should DOMINATE the agriculture advertising in your area - in general, farmers love country music and agriculture-related businesses love farmers! Every ag business in your market should be advertising on your country station - or you should know the reason why not! (Discuss with your sales manager, maybe?) Farmers and ag people are every day, salt-of-the-earth types, so don't dress too fancy, okay? At most, wear a tie ... but if it's allowed by your station, you should dress the same or just a little better than most of your prospects.
Second, it seems that you have 10 years of radio biz experience, but only 2 months in sales. If you don't have previous outside sales experience, then you need to get up to speed on selling and 'salesmanship'. Aside from any books and internet sources on radio sales, in particular, grab some spare time to read a few selling advice books. My favorites are: "How I raised myself from failure to success in sales" (yes, it's from 1948, but still applicable to today), Zig Ziglar's selling books and videos, "The Psychology of Sales" book and videos by Brian Tracy and Tom Hopkins' books and videos.
Third, if you're approaching your rural business prospects by telephone, for appointments, STOP IT ! You need to get 'belly to belly' with as many prospects as you can, as quick as you can! Telemarketing is tough and makes most people - especially rural people - defensive and suspicious. What a CRAPPY START to what could become a mutually profitable and friendly business relationship! Get in front of every prospect as quickly as you can and show them what a pleasant and helpful guy that you are, that you really want to help them! Step back from that phone or (God forbid) computer e-mail and make some new friends, right now!!
I have other advice, but it might seem too small and specific for you, at this early stage in your sales career. If you want to hear it, tell me.
Stephen, I sell a CHR/Top 40 station in the Oshkosh/Appleton area. Would you say the same regarding using the phone for businesses in that area? I find that I have a much higher % when I go out setting appointments in person. But I'm at a loss for how to get through to the higher end stuff... banks/credit unions, medical clinics, jewelry stores, auto dealers, etc... all of whom come with fierce Gatekeepers. We joined the Chamber recently and that has helped but their events only occur 1-2x per month.... not enough to fill a whole month's worth of appointments.
Would love your feedback.
Thanks everyone. Appreciate the advice.
Definitely got me through that "wall."
Your market is a little smaller than my big market full of competition, Madison, but I think they offer comparative challenges and opportunities. My market area is rural to suburban, yours is suburban to rural (I assume). All popular radio formats are about as sellable as others, but each has different
Over my 8 years in radio sales, I have found a few truths in the urban vs. suburban vs. rural advertising sales: (1) Urban areas offer more prospects, but more competition; (2) Rural areas offer fewer prospects, but less competition; (3) Urban prospects are sometimes plagued by salespeople, whereas rural businesspeople may only see - or hear from - one prospecting salesperson every week or two; (4) Urban prospects are tougher to see or telephone (and more likely to use ad agencies), but rural prospects are easier to see or telephone (and much less likely to use ad agencies); (5) Urban prospects are more likely to spend larger sums of money on advertising, while rural advertisers usually have smaller advertising budgets (and incomes) than their larger big city cousins.
Urban salespeople need "thicker skins" and can earn more money than rural ad salespeople, but rural salespeople perhaps have more relaxed lives.
Enough marketing philosophy. My practical advice is this: (1) Meet the owner or decision-maker of the prospect business, be friendly and honest, and sincerely offer to improve their traffic/revenue/profits, etc. (2) If you can't meet or speak to the decision-maker, then introduce yourself (in person, if possible) to the GATEKEEPER and give him/her your card. Get their name and always use it in the future! Until you are communicating with the DECISION-MAKER, your goal is to become trusted and liked by the GATEKEEPER. (3) When the GATEKEEPER gets to know and trust you, they will usually introduce you to the DECISION-MAKER in a favorable way - the next best thing to an 'official' referral.
Good luck!
-- Jeff
My first paragraph, above, ends a little too abruptly - my bad. It should end like this:
"All popular radio formats are about as sellable as the others, but each has a different demographic niche and it's important to focus the majority of your sales effort on the types of business that can best benefit from your radio station's strongest listener demographics. (Or, as I sometime tell my advertising clients, "There may be a few elderly women in this area who love to listen to hard rock music on the radio ... but it does NOT make any business sense to run your advertisements on a hard rock station, in order to reach elderly women!")
There have been many discussions (though under different headings) here that relate to Jerry's "wall."
Here are a few worth mentioning:
http://www.radiosalescafe.com/forum/topics/easiest-prospecting-tool-ever
http://www.radiosalescafe.com/forum/topics/new-to-radio-sales-no-list-how-do-i-get-new-clients-and-other
http://www.radiosalescafe.com/forum/topics/preparing-a-presentation
http://www.radiosalescafe.com/forum/topics/getting-appointment-tips
http://www.radiosalescafe.com/forum/topics/new-and-looking-for-advice
http://www.radiosalescafe.com/forum/topics/spec-spots-too-old-school-for
And this gem: http://www.radiosalescafe.com/forum/topics/opening-the-call-with-a
