I've been selling radio for a long time. One thing that always rings true is the basics. I visit with one business and give the manager a great deal of respect. In fact I tell him I'd like to reflect his goals for this location in my pitch. After several misses, the manager makes sure I catch the owner who is normally visiting his numerous locations and hard to pin down. By working the manager he told me the owner likes mega saturation: a 60 every 30 minutes 24/7, 365. I worked up a proposal before hand. Upon meeting the owner, the manager had already shared the information I had left with him (I sold him on the station even though he wasn't the guy that could say yes because he sold the owner on my station).
The owner and I sat down. He asked a few questions. I presented my pitch proposing an annual agreement with my 'no penalty cancellation'. He initially wanted to try a couple of months but I said I believed he would be happy with his results and if he wasn't we'd stop when he said stop. If it works, he wants the best rate I can offer, my annual rate. He did very little hammering of which he got a bonused live remote, a banner ad and I gave him ads in all the stations my owner's weekend night oldies show that airs on in Texas (all 5 or 6 in small markets). I was in and out in about 10 minutes and added 15% to the gross billing of the station in one short visit. My bonus was valued at about 5% of the dollar amount we get from the contract
My takeaway is sell yourself to the employees. They will help you get the buy and reach a hard to track down owner. Always ask how they buy their advertising. They bought what they bought because they believe in it and are comfortable with the schedule. This client spends half a million annually on a pair of stations buying 2 sixties an hour 24/7, 365. I merely took him just what he bought elsewhere.
I likely would still be trying to track down the owner and be clueless of what he likes if I didn't befriend and show such respect to his manager. Such are the ABCs of selling and no matter the client the basic fundamentals you were taught day one will always get you in the door and likely the sale.
My only regret is I didn't buy a lottery ticket right after I sold that one!
Great lesson and story, Bill - thank you for sharing!
