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Selling Radio

"Action Triggers" Help Us To Achieve Goals

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...

15 March 2013

How to make budget month by month

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...

15 March 2013

The 80 - 20 rule od Radio Sales

"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. ...

15 March 2013

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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