I was hoping for a little seasoned advice...
I have one or two clients that always give me the " call me back later" or "can I call you back in a bit"
They express their interest in advertising with our station, but it seems like they keep giving me the run around....to tell you the truth, at times, I start feeling like a stalker,....:)
In the hopes of landing that big sale, I hate giving up on anyone, but when is enough, enough?
When do you throw in your towel, bow out gracefully?
Thanks,
Kelly
I know your frustration. Its hard to tell when to give up because sometimes persistance pays off. I would just call once a week. If they say call me later or can I call you back.. agree... and call back the next week. Can you just stop in without an appointment or would that upset them? I have known sales reps to just flat out ask... Are you at all interested or am I wasting my time. I have never done it but have known some that have. Do they have email? Maybe email them instead of calling.... then they can read it at thier liesure. Again, once a week. Include any specials you might have.... or find industry tips for them on thier business and send an email saying.. saw this and thought you might like it.
I rarely throw in the towel ... because you never know when they wil be ready! Dont bug... just stay in contact.
Kelly,
Let me tell you that no sales person wants a to hear a no. But I would like to hear more on what you are saying to them to get a call me later all the time. It could be what you are approaching them with or they are just no believers. Let me know what you are saying and then I might be able to suggest something.
thanks
David schoolfield
Kelly,
You refer to these individuals as "clients" but based on your description, it sounds as though they're actually prospects.
If they're truly worth courting (i.e., they have the capacity to do business with you and a good chance of growing their businesses as a result), then you really ought to take a very long view of your courtship. Look for opportunities to SERVE them, rather than thinking about "landing that big sale."
In his book THE ACCIDENTAL SALESPERSON (as well as his radio sales training presentations of the 1980s and '90s), Chris Lytle provides specific suggestions for "seeding" the prospect with articles, research, etc., to convey your interest and grasp of his business. Worth checking out, if you've not read it. Or go to Mobiltape.com and search under Chris' name to obtain recordings of his old RAB presentations. The tapes/CD's are inexpensive and quite helpful.
Now, to take this in a slightly different direction... I'm also of a mind that there are prospects worth courting and others who will only waste your time and be a source of frustration for you. If you're able to discern the difference, don't hesitate to say Sayonara to the latter and spend your time working on more fruitful pursuits. Perhaps this will be of some help to you, too.
Stay in touch, okay? And best wishes for your success in the new year!
-Rod
1. Have a list of such contacts. Send each one a monthly personal friendship card, hand addressed, no sales info just friendship. Very cheap, very effective.
2. Have a random day of each month, where for that day, sales are half off or more, but only for that day, while supplies last. Send this out in an email to all contacts, including these tire-kickers. A few hours later, send out another email, ending the sale since you are sold out.
3. Make sure your web site has one or more videos on it, describing what you do, spoken and acted by you, making sure that your personal commitment to service and quality stand out. All visitors to your web site should be invited to see these videos, in order to establish a more permanent relationship.
4. Keep connected with your tire-kickers if they have FB accounts. Just as friends, not for sales.
5. Make sure you give back to the community, charity, local sports, and make sure you point out such sponsorship on your web site.
6. Expect a small number of tire-kickers to buy from you. Don't spend as much time with them as you would with brand new contacts or with loyal existing business. This is what pays the bills. But making up to 7-10 touches for a sale is not unusual. Ask yourself,"Will I buy a new car today?" no, but,"Will I buy a new car in the next 7 years?" yes. Folks often buy over a long time. Prepare for that time with many touches.
hope this helps
Kelly,
I have often had the same issues as I'm sure most of the folks here at RSC have had. (Especially in my first year of Radio Sales). It is easy to get discouraged. However, if you can see it as a challenge to learn and improve your "game", I believe you'll come through a better, much stronger and more confident person. I agree with Keating's advice whole-heartedly. He makes some great points.
I use a method I call my ABC list. This helps with organizing seeding/prospecting as well as servicing active accounts. It keeps a good mix for me to work on both and one or the other doesn't get left behind, It also helps to keep from being discouraged, as there is a good mix of "NO's" and "Maybes" along with those prospects that say Yes and the clients I am already serving. I sort or categorize both prospects and active clients into three lists: A is for my most promising prospects and the clients I am seeing most frequently. B is for the prospects that are a little harder to catch or who might be more hesitant yet interested, as well as current clients who are not as "demanding" or who like me to visit less often. C is mostly for the prospects that are new or who are on my "Wish list" of future prospects, also on the C list are seasonal clients who may advertise infrequently or at certain times of the year. I take the list and try to call on an equal amount of A's and B's and sprinkle in the C's. This helps me cover everyone and keep my seeding, prospecting and servicing in a good manageable mix.
Also, Remember that most new sales are made after an average of 5 contacts. It might seem easier to move on to the next opportunity, rather than being persistent. You are not a stalker if you stick with say,once or twice a month contacting these difficult prospects. Remind yourself that when you are calling on prospects, you are a proffesional doing business, with business people. Not a nuisance.
Hope this helps. Hang in there. Best of Luck to you for a Prosperous 2011!
This is my take on this and meant with all due respect:
If I walk into a store and look around and see nothing I want to buy, no amou8nt of relationship building is ever going to turn me into a customer for that store. They can email me, send me newsletters, tweet me or whatever buy I am not going to buy from them until they have something I want to buy.
As a radio salesman it is my job to come in with ideas. If they won't sit with me for a CNA, I can do one myself by just doing some research. THEN I come back with nothing but a CD with three ideas. If they don't like em, I jump up and say "see you next week" and come back with three more ideas. People buy IDEAS not spots or contracts.
Try it on just one customer for a few months and see if it works! Get the idea down first and the contracts will follow.
When I encounter this type of on going situation I see it as a pattern. After the second time I simply tell
the decision maker to please tell me the truth. If you are not interested tell me. Because I don not
want you to do something you do not feel good about. It's your call so tell me know, yes I am interested or not I am not. It's then a done deal and everyone is ok with that situation. Be up front, and ask them face to face and not waste anyone's time. It has been very successful for me because when I return the next time they know who I am, that I am not offended to hear the word no and let's get on with other projects. Most of the time when the return call is made a sale is made.
Kent Lankford
WAKO 103.1 FM & AM 910
Lawrenceville, Ill. - Vincennes, Ind.
I feel your pain. It's the "maybes" in life that kill us right? You have not yet convienced the prospect to give you a moment of his/her precious time. This is common as more and more business owers/manager must do everything from advertising to taking out the trash. Comments by Rod Schwartz sayes it perfectly. Seed your prospect. Only until you convienced the prospect you are serious, that you have some knowledge about the business with a genuine interest, will they give you an appointment. If you feel the propect is worthy of your time (ie. a good match for your station & they have the budget to get the job done right) then stay with em! Good luck.
I wanted to read all your prior replies before I threw in my two cents worth. I think everyone gave you some good ideas or starting points, particularly, Keating Wilcox. I spent 17 years as a reporter and another 20 in sales and one thing I can with a good bit of certainty is that most people will never call you back. And that 10% who do return a call are more than likely to be current clients or someone who knows you very well.
In sales when that was offered I diplomatically asked when that return might be or I would ask when I could call back. A number of those who responded were emphatic about not making a pest of yourself. I would concur. When was a newsman I rarely let an hour go by before I tried again. However, in sales I was a lot more circumspect. One person noted you should always have something to present and that makes sense because you're asking a businessperson to give you some of their valuable time and they want to make sure that investment of time is more than just a visit.
I work in a small market and with outlying communities I did a lot of phone calls, fax and email. However, I always made a point of being face to face every month even if it was a drop in to say hello and ask how the local high school is doing, etc. I was finally able to make those phone calls and emails pay off because I was able to keep current without making a trip and I was on a first name basis with most. My out of town accounts (and these were communities of 900 and under) ended up being about 12% of my annual sales.
Good luck to you.
HI Kelly,
I have been in this situation and I don't think there is any one factor that you finally say, "that's enough". And the truth is, it's probably the person you are calling on. I have a client who is a HORRIBLE time manager and literally can't do 2 things at once, so I just get pushed aside until the first thing is done.
In other cases, it's the decision maker who does not "get it". In cases like that, you just wait until they are no longer there...which seems to be happening a lot in this economy. If the business is a great fit, they have a great product to market, and you know it's a fit for your station's platforms, you should never give up...
And as some others have mentioned: get creative. If you know the client is a dog lover, drop off a dog bowl and biscuit with a hand-written note: "Just trying to get a bite"...corny? Yes. Unique? Extremely. Will it get their attention to your creativity and persistence? YES. And you can be pretty much assured that NO other sales rep has done it. (And they are being called by no less then 40 + media sales people).
People buy from People. End of story. If they make it through at the top of your prospect filter, then it's up to you to make them see why buying from YOU is so important.
Hang in there!
Marnie
We have to make the business owner see us as a professional, just like they are. We have busy schedules too and are not always able to jump through hopes to accomodate them. I find the more "unavailable" I am, the quicker I move up the priority list for a meeting.
Don't be afraid to drop a prospect and let them know, in a very polite way, that you must start devoting more energy to those who need and want your time. Sometime, it will get the client off the fence.
I love humor. You could go to the local hardward store and buy the smallest drill bit that they have, go over to the business and simply say, "I thought you said to come back with a little bit".
Chris' advice is well-taken.
People buy ideas; ideas that they perceive will advance their business objectives. This presupposes that they, in fact, have a reasonable grasp of what types of messages/activities are likely to grow their businesses, and absent information to the contrary, it's wise to give them the benefit of the doubt.
Gold nugget from Chris: "Try it on just one customer for a few months and see if it works!"
You guys are all awesome.....I have found this to be the most helpful place!
thanks for so much input!!
Hey Kelly
Along the lines of both Marnie & Chris S's creative ideas, you could send them an old shoe with a note saying 'I just wanted to get a foot in the door..."
If it's any consolation I've found that it takes new sales people at least 6 months to really get into their stride in radio sales. You're building relationships, getting to know your product better and generally learning your trade.
The fact that you're on this site looking for tips is a really great sign - you're clearly dedicated to your job, you care about your performance and want to succeed. More than half the battle I'd say!
Keep the faith - it'll all fall into place very soon :0)
