Radio Sales Café

Hey everyone, so I am just starting out in sales and I am doing a research survey for my sales team.This is my first time calling people and I am not having very many good reactions from people. Does anyone have any advice on how to you keep a tough skin? I had someone call me a liar and misrepresenting myself. (Which I was not) Do you have any advice on how to not let strangers get to you?

It also helps to remember that sales is a number game! You have to get so many no's before the Yes's come!!! So when you get off the phone with them just think "Ok, now I'm one step closer to my Yes!!" I've even told potential clients thank you when they say no!

From Constance Henley via the RSC Facebook page:

"I was always a trouble shooter in my years of Radio Sales....You will have prospects that will test you.....just try to find something in common with them and talk to them about that....you have to sell yourself to some prospects before the...y trust you....let them know that you ....want to learn about their business so that you can help them bring more traffic and sales ....let them know first thing you want to help them...and ask questions...learn about their industry and their business before you go see them or talk to them on the phone.....and Be EXCITED when you talk to them.....dont let them see you get upset....just keep smiling....and if they are very rude...just thank them for their time and tell them you will be happy to work up something especially for them. ...with more experience and love for your stations...it will not matter what they say...you will know that you have clients that love you and get results from your stations......you have to knock on alot of doors some will open and some will not.....you may have to come back later....never give up....radio sales is fun....and the best way to advertise! Best Wishes!"

Network, network, network. Go to local Chamber events, Kiwanis, Elks, Eagles, Rotary, Toastmasters.... find a local group that is in need of volunteers: Habitat for Humanity, Rebuilding Together, local food banks, etc. Then after you have been there for a while and people start recognizing you it will be easier to call on accounts.This will help build confidence, and believe me people can smell fear.

Hi, 

I am very new to sales as well so I understand your frustration. A couple of things that may help you is one, if someone hangs up on you then it is their loss. They are missing out on an opportunity to grow their business.  Or with your case,  to participate in as survey that could have a positive impact upon them in the future. Second, in all reality, how does someone that hangs up on you really affect your life, it doesn't. Keep a positive attitude and everything will fall into place. Last of all, I have laugh. 

I couldnt agree more! Prospects dont know you from Adam... the more they get to know you and see your face.. the more apt they will be to let you in the door.

 

 

Valerie,

To qualify this post, I am old school radio sales.  Started in 1970.  Whenever I am asked to make a bunch of phone calls, I remind the sales manager of that fact.  My preference is to always see the customer face to face.  After I have made several months of visits, I then feel fairly comfortable with an occasional call. Most folks are bombarded by phone calls for many different things, so I try hard to not be that phone call. The kind of thing you are doing(and the response you got) would seem to be an in person type of thing if you have the time.

There are probably some good tactics such as writing notes that you can see as you speak. They keep you on target and you don't freeze up. But you need to ad-lib from them, not seem as if you are reading them. The biggest issue is your own personal belief system. If you believe your job is to help grow their business, you won't be saying anything that would irritate them. What irritates them is funny-numbers and media-speak. You can be a spot-seller or a solutions-provider. Obviously, if you are a sales person you have to close and make budget. But the best way to get there is helping the prospect win.

This is a tough one because it still happens to me and I've been doing radio sales since 1986.   These "strangers" can get to you that's for sure and I don't always know where it's coming from.  Their frustration, short temperedness due to tight schedule, lack of money or what??  There must be a reason to strike out at sales people...but it's not always easy to figure out.  If I have done my job, prepared my paperwork, kept my appointment etc.....then I know I can be comfortable with the job I did.  Sometimes....I deserve my tongue lashing...took too long to write copy and get back with them....had a less than thorough media kit,  couldn't anwer their questions.... etc.  Really...sometimes it is me.....but we do have to remember sales is an asking business and that's what we are to do.  If they don't wanna play...we go on to the next one and ask for the business...but hostility still is hard to deal with.  Sometimes I haven't qualified my clients well enough and I am trying to put a square peg in a round hole.   Reality catches up to me and I try to be thankful for the lesson when they don't wanna play....they can't take the "learning" experience away from me and I swear....sometimes that's all you get out of it.  Through exposure your feelings are toughened naturally....so you try to remember to learn from it and go on.

In my agency days I had any number of reps tell me they were anything except a radio rep. Never be ashamed of the fact that you are a broadcaster. State your call letters proudly. Wear a station badge if you have them. telling a potential account that you represent a promotion or some concert contest or the like never helps.

Remember, Honesty is the best gimmick. 

Joe,

Good comment!  I wear our station logo every day as well as the station jacket.  No one ever has ANY doubt about why I'm there.