Selling Radio
I recently had dinner with a friend of mine who owns ROI, a buying service that places millions of dollars in radio and TV advertising every year. He is a regular reader of the BBI newsletters, and he asked that I send a message from him to all my readers. This discussion centered around SERVICE, or, more specifically, the lack thereof. ...
Every month, we begin the climb towards achieving our monthly sales budgets. We all know that it's impossible to achieve those goals when we enter the month with no business on the books. We must have a base of business from which we can build each month. To make certain that we achieve our goals, how much...
These seventeen secrets are meant as life-lessons. I thought they were particularly appropriate as secrets for success in sales also.- Keep your temper to yourself
- Give your enthusiasm to everybody
- Be yourself, forget yourself, become genuinely interested in the other guy.
- Be fair, honest, friendly-and you'll be admired and liked....
While working my way through the stack of business books accumulating on my bedside table, I came across some valuable insights. "Getting Results" talked about doing more with less. That's the name of the game today for managers, but it is also the same for our employees. Motivating employees to do their best is hard in...
Ever heard of Zipf's Law? If you are selling a product, then you need to study this natural phenomena. Mr. Zipf found that "the", the most used English word, occurred about twice as often as "of", the second most used word, and about three times as often as "and", the third most used.
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The Baker Retailing Initiative at Wharton School of Business conducted a Retail Customer Dissatisfaction Study. This study exposed some very interesting statistics. One out of every three dissatisfied customers complains to an average of four people he knows. These four people then avoid...
One of my favorite definitions of the marketing process is this:
"Marketing is the buying and selling of things with good will at a profit. If you can only have one, take good will because it is tomorrow's profit."
Our clients need to build a relationship with their...
Much of what we communicate to our clients is not what we SAY. Albert Mehrabian, who was a research pioneer in body language, found that the total impact of a message is about 7% verbal (words only), 38% vocal (tone, inflection) and 55% nonverbal. Many times, our bodies tell completely different stories than do...
We've all had a salesperson who has excellent skills, seems to enjoy selling and yet consistently under performs. At least, they under perform in OUR estimation. But they are performing within their comfort zone. They are performing as they see themselves being able to perform.
The good news and the bad...
I know that we all feel at times as though our service and care of our clients goes unnoticed and unappreciated by them. We do our best, we go above and beyond, and they still cancel us. Or, they buy a cheaper deal.
Sometimes, just sometimes, our hard work is rewarded. The following story is a true one, with names...
In a recent newsletter, we were discussing ways to get our prospect's time. "If they won't give you their time, they won't give you their money." How true this is! Through the skillful use of "grabbers" we can get the attention of potential clients.
Remember to...
Here’s part two of letter that I received and recently published from a media negotiator whom I consider to be one of the best in the business. I worked with Les Boyle when I managed radio stations and frequently "butted heads" with his demands. It's important that...
It's an age-old adage we all know to be true. Unless our prospects invest time with us, they usually won't invest money.
Pic: Valerie Geller and Pat Bryson at Radiodays Europe conference in Berlin
These opening lines may sound familiar to you:
"Yes, hello, my name is _________and I sell radio...
These 17 Secrets are meant as life-lessons. I thought they were particularly appropriate as secrets for success in sales also.
- Keep your temper to yourself
- Give your enthusiasm to everybody
- Be yourself, forget yourself, become genuinely...
Most of our clients will measure the success of their advertising with us by the growth of their business. But sometimes, we deliver the customer to the business, but the business either does not sell the prospects or does not retain them. How they handle customer complaints is a...
One of my dear friends owns a large media buying company in the United States, ROI Media. When I managed radio stations, Les Boyle and I locked horns many times over rate, rotation, "added value", etc. He's one of the best negotiators I've ever known.
Recently he copied me...
If you haven't read the book, "Switch", I suggest you add it to your list. In this book, Chip and Dan Heath talk about change and how we each can accomplish it.
I'd like to share with you one of the concepts they talk about called "Action Triggers".
Our environment can reinforce or deter our habits. Habits can be good or bad. We say we have established a "habit" when our actions occur on autopilot. If we are to change, we must...
Every month, we begin the climb toward achieving our monthly sales budgets. We all know that it's impossible to achieve those goals when we enter the month with no business on the books. We must have a base of business from which we can build each month. To make certain that we achieve our goals, how much base business do we need? How do we pace our progress?
We need to monitor our progress for the current month, next month and the month after...
"80% of our business comes from 20% of our clients."Ever heard that bit of wisdom? It's known as the Pareto Principle, named after Italian economist Vilfredo Pareto, who observed in 1906 that 80% of the land in Italy was owned by 20% of the population. He also observed that 20% of the pea pods in his garden contained 80% of the peas.
Most sales managers will tell you that 80% of their station's billing is produced by 20% of their sales staff. ...
Someone once said, "Sales is the transference of enthusiasm from one person to another." This is true. It is also true that we must have confidence in the products that we sell, or it becomes very difficult to sell them.
The question for today: "Do you REALLY believe that your radio station works for your clients?" Or, have you heard "Radio doesn't work" so often from your clients (or ex-clients) that you have begun to believe...
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