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Selling Radio

Sales is Confidence in Motion

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...

15 March 2013

What is a GREAT salesperson?

What is a great salesperson?  The one with the highest billing on the station, right? The  person who is constantly bringing in new accounts and up selling the old ones. But, what makes this salesperson special?

  • They have a love for selling. Period. Exclamation point!
  • They believe that they are offering the best value to their customers.
  • They place a strong emphasis on product knowledge.
  • They know how to...
08 March 2013

My Advertising Doesn’t Work

I bet you've heard that sentence at least once in your career. Whatever media you represent, it's one of the four most common objections we encounter.

When you hear it during a first call, how do you engage the prospect in a dialogue instead of meekly slinking out the door?

Here are a couple of suggestions:

"You know, some of my best clients told me that the first time I contacted them.  One of them in particular had had a bad experience with radio...."....

17 December 2012

Throw out "throw in".

"We're just going to "throw in" these 10 free spots per week." "We're just going to "throw in" a weather sponsorship." Notice how the use of "just" and "throw in" diminishes the importance of what we are giving to our clients?  "Throw in" implies little thought and less value.

Another set of "word whiskers"  I...

17 December 2012

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