Radio Sales Café

Hi, folks.  Been a while since I've been here, but I could use some help.

Practice, Practice, Practice! Write a script to get you started, practice on your wife, co-workers, friends. Get comfortable with what you want to say....remember you only have about a minute to catch their attention, And above all....SMILE! A SMILE can be heard.....it covers up the nervousness. Just smile and you'll get through it and wonder why you ever thought it was hard.
The most common isn't really an objection....it's getting past the gatekeeper....that's been the hardest for me to learn. Just be persistant!

Have Fun and good selling!

Hi Don,

Welcome to the wonderful world of radio sales! First of all how do we do this everyday??? Well...take it one day at time, one client at a time and one conversation at a time. Radio sales is all about relationships and conversations, so if you think about it that way, it gets easier.

We do a drunk driving campaign similar to this "don't text and drive" campaign and I would recommend getting statistics from the State/county or city you live in on number of accidents with texting and driving as the cause. Probably, your most common objections are going to be 1. doesn't think there is a problem with it in your local area, 2. cost of the campaign (stress community involvement and prevention especially tied in to Halloween and the holidays!) and 3. dislike of your ratings or format. If you can get them to believe there is a problem with this activity in your area...then most likely the 2nd and 3rd objection won't matter.

You can write yourself a script if you think you need it...if you do so...then also write down the best comebacks to the most common objections so you can come back with those. Be relaxed....smile while talking and remember....it is just a conversation. Don't take it personal if they say no...they may have something else planned for the coming holidays. I would also recommend hitting non traditional advertisers with this campaign such as doctors, lawyers, dentists, non profits that focus on kids like Big Brothers, Big Sisters, hospitals, car dealerships and repair shops.

Hope these suggestions help. Good hunting!


Julie M. Slanaker
KFMJ Ketchikan, Alaska

I know how you feel about being nervous. I too have spent most of my radio career in programming/production/ and on air work. I recently got into sales as well, and 95 % of my sales are generated via telephone. You need to learn OBFECT. Open Bennefit Fact Emotional Bennefit Close Tiedown, I could go in depth with it but would praubably confuse you just look it up. If you standardize your presentation, and keep the focus on whats in it for the client, you can sell ice blocks to escimos! A good person to call on for a campaign like that would be the department of transportation. I get quite a bit out of the Missouri Department of Transportation, for back to school safety, homecoming safety, and holiday safety as well. This would certainly be a campaign they would be interested in. I hope this helps. Happy selling and good luck!

From one of the ladies who follows RSC on Twitter, Sandy Hubbard (@sandyhubbard):

Calling tips: don't rush; use a dialing service; breathe; test your scripts; smile; have good treats as rewards; have fun!

I agree with Judith. The struggle isnt with getting an objection.. its getting past the gatekeeper. Try your best to know the decision makers name before you call. If you dont.... call one day.. ask who the decision maker is... than call back the next day and ask for that person, sounding like you know him/her. Another tip I learned once was to call after hours. A lot businesses have an automated system that will say "for the owner, John Doe, press 1" .. do that and listen for his/her machine to pick up.. get his/her name that way. Sneaky but effective! Nothing turns a business owner off more than hearing " Can I speak to the person who handles your advertising" The first thing they think is "Oh another salesperson" and you lose thier interests immediatly.

Judith is also right about SMILE!

I dont use a script for anything when I am selling. I think it sounds too telemarketing-ish.. If you practice and create a non scripted sounding, high energy, positive delivery.. you will do great!

If you have to leave a voicemail... dont say who you are with. Just leave your name and number and ask that person to call you back.

Hope any or all of this helps you!Happy Selling!

Hi Don, I subscribe to Art Sobczak's free weekly newsletter; he has many helpful tips for selling by phone.

Thanks, Heather. I've signed up. Thanks to all for your tips!