Radio Sales Cafe Members,
Good Monday morning to you ... I hope you have a very profitable week.
This Week's Sales Tip: I spent time selling jingles with a terrific guy last week, Steve Garsh from Eldorado Broadcasting. We have been friends for a long time and I truly value Steve's opinion. I asked Steve his thoughts about securing appointments with "The Doctor" and he shared his prospecting strategy with me.
Heath Care has quickly developed into one of the hottest categories for broadcast sales but it's very difficult getting past the gatekeeper and actually sitting down with The Doctor ... until now. Steve recommends sending The Doctor Letter # 1 requesting a 15 minute non decision making strictly fact finding appointment including a specific day, date AND time you will call to schedule the meeting. Follow up right on time and tell the receptionist that The Doctor is expecting your call.
If that doesn't work, send Letter # 2 stressing that your focus is on helping The Doctor increase his business. Your professional approach to letter writing will get noticed and the appointments will start to follow at this point. However, be patient because Letter # 3 works everytime ... I tried to meet you and help you increase your business. I guess I was just unlucky. Here's a lottery ticket, my gift to you. I hope you are luckier than me! By Letter # 3 ... The Doctor will be calling you for an appointment.
Steve has graciously shared the letters with me and I'll send them to you if you'd like. Thanks to Steve Garsh ... a real pro and one of the best marketing people I have ever met!
Jingle Jim Reilly
President
American Music Concepts
P 732-604-8625
Thank you!
This is a great article and I will be using this strategy!
As a newer rep, doctors have been the toughest people to get in front of so far, and seemingly has the most uptight gatekeepers of all!
This one receptionist said (over the phone) that the office manager was out right now, and I said "oh thats okay I"ll just stop in later today, when will the office manager be back?" and she said "uhh... no, you have to call her first, you can't just come down here".
I still haven't gotten to the office manager, and found out that she's not even in the office most days.... getting the real run around!
Won't stop trying though. I'm learning quickly to become a PLF, or persistent little "friend" (don't want to use foul language on the site haha, but I'm sure you can figure out it's intended meaning!)
Mark,
May I add you to my list so I can send you sales tips every Monday morning? Just send me an email at Jinglejim@americanmusicconcepts.com andI'll set you right up ... There is no charge for the service!
Jingle Jim
Great! Can you send me the letters, Jim? Thanks.
Sherna
shernathomas@hotmail.com
Jim,
Good stuff. Please send the three letters. Thanks,
Rick
rforsythe1812@yahoo.com
