Radio Sales Café

I need your help.

How do you open a new relationship with the decision maker when all attempts for engagement haven'tworked, I’m just looking to start a conversation.

 

The client is a new car dealer who under previous management advertised with our radio stations

for 12 months. The dealership is part of a large out of state automotive group.

The NEW GM for this dealership

Won't respond repeated cold calls.

Won't respond to emails...

Won't respond to letters..

Won't respond to voicemail..  

Won't respond to voicemail from my GM.

Won't even come out of his office and face me.

 

Any ideas?

 

 

 

 

 

 

 

 

 

 

I have gone to extreme measures to meet up with a client for the first time. I have used a fishing lure mailed to the owner of a sporting goods store to "hook up" for a meeting. It did get his attention, and he did take my next call, and we talked over the phone. Never did get him "hooked" on my ideas, but at least I knew where he stood, and the reasons for his decisions.

So, maybe sending over a "hot wheels" car with a little note with a time and date to meet? Get creative is the best advice.

 

That is halarious Trudy!! I will have to remember that! How creative!

Ok, I've got some ideas I'll let you know what happens.

Try contacting his boss with some creative ideas (ask permission to email or mail them to that person and remind that person that because they advertised in the past, you are able to offer reduced rates to get the new manager off to a big start) and if you get no response,  move on.  It almost sounds as if you have irritated this local person.   Let it cool off for a while, work on getting his competition on and let him feel the pain of sales going to his competitor!

Agree with Jan. Had the same situation here. Automotive group that was a big, long-time customer dropped off when a new media buyer came on board. After a year with no luck, decided to go around her directly to the boss. It paid off big time.

 

Always focus on what you can do to solve the client's problems. "If I could put you in front of a full house at the ________ theatre every day, would you be interested in talking to me?"

Short answer: Jon Spoelstra's rubber chicken.

 

Longer explanation: When Spoelstra was marketing the lackluster Portland Trailblazers (and the arena was typically 2/3 empty), he was met with the challenge of getting season ticket holders to re-up. For the ones who weren't responding to conventional appeals, he put a full-size rubber chicken in a Fed Ex tube and sent it to them, along with a letter. NOBODY can ignore a Fed Ex tube, and it's even more difficult to ignore a rubber chicken. Between chicken and delivery across town, it'll cost about 25 bucks. (Use the cheap FedEx service. It won't make any difference for getting a rubber chicken across town.) And include a smart, strategic letter that makes it clear all you want is a conversation. And that oh, by the way, statistics prove that any car dealer who isn't using radio is under-performing. Then, once you've done that, go out and buy Spoelstra's book, Marketing Outrageously. You'll learn about the rubber chicken gambit, basketball-playing Sumo wrestlers, and winning by marketing the competition.

ok, a number of years ago had a similar problem. as i had been in town awhile several of the sales people knew me. one said well he likes to be number one. so the next time in i dressed in a tux, bought a huge box of candy, a dozen roses and roller skated into the dealership, saying very loudly"I COME A COURTEN". this did get some attention. he came out of his office, several sales people took pictures etc. he finally said, ok come back tomarrow at 10, we will talk. benifits; his wife got the flowers, salespeople got the candy, station got a year contract after only two more meetings. he is still an advertizer with that station.  oh, never underestimate the power of the rubber chicken.

I like the most direct approach:  Call the dealership AFTER they close.  If the have a phone tree, maybe you'll get lucky and find the bosses line, and maybe not.  If not, find the sexiest sounding female announcer you can find and leave the message  "John (or whatever his name is), this one's for you", and leave a spec spot.  NOITHING ELSE.  No name, cno call nack number, nothing.  Come Tuesday, same woman, new ad.  Do this for a week where each ad is the BEST it can be, and a real problem solving selling ad (you can fill out the CNA without him).  Monday of the next week, leave another message...  the owman again  "Now John, wasn't that the best $54 (rate times 5) that you ever didn't spend?  Call my friend Bill at the radio station at 555-1212.

If he does not call, your messages were not good enough, so start again, all new ads and keep the ideas coming.  I am BETTING that you will get through the door. It's just up til now you are just one more person trying to sell him something!

I had a G.M. at a car dealership tell me he would only deal with an agency out of town.  I still wanted to get a relationship with him (because who knows how long dealerships stay with agencies anymore).  I sent some "seed" articles with notes.  I asked if we could get together sometime and he said "after the holidays" - I came back and he said he would still be working with the agency.  He said his sales were down (I'm like, nooooo - really?? - I was good, I didn't say it).  I told him I was there to help him grow his business.  I presented him with a couple of nice creative ideas.  He asked if I was giving away any advertising.  I wanted to ask if he was giving away any cars.  Understand - he was not doing ANY advertising.  He doesn't want to do anything right now.

I now have an appointment with a direct competitor 30 minutes out of town.  The competitor made the comment - "I won't advertise my other brands because I have a gentleman's agreement with similar dealers in your town - but since the other guy (mentioned above) isn't doing anything, I don't have a problem advertising those brands.  He had his chance."

I will stay in touch with the "afraid to make a move" g.m. - he will just take longer than most.

My advice is to check up with this new G.M. every other week or so - but don't make him believe that he is the only client in town that can pay your salary.  Be tanacious - but have some swagger.  Make sure he knows you're there to HELP his business - not take money from him.  Maybe find out from some other sources what his hangups are.  We're not selling junk, ya know.