Hello everyone, and as always thank you all so much for this invaluable resource!
I apologize for my long windedness in advance.
So, I am only one month into radio sales and so far have sold a total of 4 packages to local businesses. This Monday we were given a new Title Sponsorship to sell. It involves country music, so I decided to start reaching out to local Farm Equipment Stores. Well, I hit the nail on the head. Yesterday, I was able to pitch it on my first phone call and the Marketing Director snatched begged me not to sell it to anyone else. I was able to get her a 24 hour hold on it.
Today, I got a phone call from the agency that represents her main OEM. They have locked this package down and I am waiting on my Sales Manager to get back to the office so I can go over everything with her.
I am so happy to have gotten my first big sale!
Here is where my question begins.
During our conversation the agency rep mentioned that she was "in radio sales for 9 years before moving over to the dark side."
She also mentioned that she "very much believes in radio"!
I then asked her if she was going to be my POC for all future radio spots for this company that I am working with. She said yes and I said, "Great! Then I will be sure to send you any packages that I believe will be a good fit for them."
She replied with, "Absolutely. And I have many other clients as well."
Even as green as I am, I understand what a huge stroke of luck I have come across. I asked her for a list of her other clients so I can be sure to keep my eyes ope for great fits and she immediately sent me a list of the 5 clients she works with on co-op in my area.
She also said in her email, "We have a variety of other clients ( please visit our website) that do not do that much local direct radio business. However, we are always adding new platforms to current clients and new clients to our roster."
What do I do now??? How do I capitalize on this? I have 4 1/2 months left on my guarantee before I switch over to a straight draw and I want to be sure that when the switch over happens, I am able to have a good monthly salary based on solid commission on which to build even more success.
Please, oh Wise Ones, guide me towards success.
Thanks,
Victor C.
Be a resource for them.
It's that simple, and that profound.
Bring them information/research that might be useful to their clients: timely articles from trade magazines, the RAB, stuff you pick up here at RSC, etc.
Bring them ideas for copy, campaigns, promotions.
Bring them opportunities to put their clients in the limelight, whether or not these opportunities make you a buck directly.
Demonstrate to them that you want both them and their clients to succeed.
That said, never lose sight of the fact that the agency is the agency and the client is the client. When you email the agency something useful to a client, consider cc-ing (or bcc-ing) the client as well. The client may someday fire the agency, but that doesn't mean they're going to fire you/your station. In fact, keeping close to the client is your best insurance for preserving a relationship with them; this can and should be done without being "threatening" to the agency.
Constantly keep up with the latest Co-op info on RAB. Tell her you will give her first crack at new promotions, sponsorships and that some may be good for more than one client.
