Like I have mentioned in other posts, I am brand spanking new to this sales game and having been on the receiving end of sales pitches for the past 16 years I think I have a good sense of what works and what doesn't. I sometimes second guess myself in advising and training my reps but in a community of about 100,000 people, I do think personal relationships are imperative to be successful in sales.
But overall what is your sales philosophy?
My philosophy has been to focus on what the customer wants/needs and respond accordingly. If they want a relationship and need to have a sense of trust, then you have to build that up through time and in person visits. And you have to be reasonably charming. I think unless you want every client to be a "one and done" you have to establish a relationship and build from there.
Am I thinking too passively? I think being aggressive with clients creates a negative relationship and will put people off on you and your company.
Lastly -- Do your reps try to get away with selling via email? I have been demanding that they pick up the phone before they send an email. When I started, I found out that the old reps were selling 100% via email. Ugh. I think email is for followup or answering quick questions. What are you thoughts?
In a market that size, you are absolutely bang on. You CANNOT expect to succeed unless you have established a person-to-person relationship with the majority of your clients. There are a few exceptions (if your client is an analytical and you are the market giant then the station mostly sells for you, for example). One day, our station manager posted signs all over our offices with nothing on them but the letters SIBC. We were perplexed until he revealed what the letters stood for... Should I Be Calling. A good question to ask yourself before hitting "send".
Email sales to me, is just another tool in the toolbox. I wouldn't use a screwdriver for every fix, just like I wouldn't use email for every prospect. Nothing takes the place of face to face! You cant show true concern about your prospects business, in an email. Sometimes its the only avenue you have, and you use it. If your sales team is using a daily call log, look for a balance. Phone, email, and face to face. Balance, Balance, Balance.
Few answers and these are just MY opinions:
1) Wants/Needs: I like to concentrate on NEEDS only. I start by doing my home work and try to know as much about the business as possible before walking in the door. I think that when a rep starts with "what do you sell here" or "what is your biggest profit item" or "top selling item" you are wasting their time. Rather I like walking in having already shopped the store on a weekend, or if it is a professional business, reading everything I can find about them from phone books, web sites and google searches.
2) Relationships: Don't care for em. Relatedness... that is what I care about. I don't want to be their lunch buddy. I don't want to socialize. I am there to help them make money. PERIOD. And when I walk ion the door those are the first words I say. I believe (and I may be wrong) that having a plan for "networking" is imperative. Where do the people you want to talk to meet? What is your plan for getting there. THEN, what is your plan while you are networking. You'd be surprised how many people go to a networking event and completely blow it by dominating someone's time, or being a wall flower, or coming away with zero prospects.
3) Email: If you're like me you get literally a hundred emails a day. Do you read them? THERE is your answer.
4) Charming: Something I have never been accused of being. People see me coming and it is in the walk, the talk, the way I control the conversation as best I can. They know that if I am there I am going to be there a short time, I am prepared and I will be gone quickly.
Now, my way is not for everyone. But ask yourself what kind of person do YOU like buying from?
Melissa, clients are increasingly devoting dollars to initiatives that provide attributable results that they can measure. One of my favourite (Cdn. spelling) radio sales trainers is Chris Rolando, who champions the truth: "Advertisers are looking for an idea".
Taking this one step further, first identify how an idea can not just generate - but capture contact information of - qualified leads. Then, the advertiser, via some low risk/no risk, low cost/no cost offer of a unique and compelling decision-facilitating experience, gets your qualified listener to take the next step the decision-making process.
It's all about generating results. In markets small and large, there are other ways that generate millions of measurable dollars for advertisers. Whereas our competitors too often crow about ratings and readership, you can be delivering your advertisers what they want most: a documented result.
My Sales Team is required to make a minimum of 8 FACE-TO-FACE "Asks" every Day! If they use the phone and email as tools, before and after, fine; but Small Market Radio Sales is FACE-TO-FACE!
A very good set of questions. I read what others wrote. Some very good personal stories, that's for sure.Your questions are core and classic. Let me take them one at a time.
FIRST
I do think personal relationships are imperative to be successful in sales.
Of course relationships matter!! The more money involved the more you have to put into the relationship. Auto dealers,a category that buys ads yearly, and everybody is chasing, is a good example.To buy from you, they have to trust you.To trust you they have to like you.
SECOND
I think being aggressive with clients creates a negative relationship and will put people off on you and your company.
Am I thinking too passively?
Your touching on a core element of selling skills with this question. You mentioned that you had 16 years experience being pitched. That is helpful, for sure. A appreciation of a person's talent will not give you that skill set.The skill set has to be learned.
Qualities of a Successful Salesman by Paul J. Meyer will be very helpful to you. I listen to this before interviewing. The subject of ego-drive vs,empathy is very well explained and should help you understand the relationship between passive and aggressive.
Good Luck in your new career.
Doing homework is spot on. So many times our reps have not understood what the business is or what they provide. I'm surprised that they make the sales they have using email only or not having a basic passion for the station.
