LynnRadio Sales Posted 8:38 AM on 07/07/10 - Reply to this post
You are not crazy. I've been in radio sales for 13 years, sales manager for 4. Radio station companies are like you'll find in any other industry, some offer great support, some not. You can look for another job, but I happen to believe radio sales to be the best vocation out there. I get to help my clients build their businesses while I build mine. Take your cue from Gitomer. If your boss won't give you training, get it on your own. The Radio Advertising Bureau, www.rab.com provides a wealth of information. And join www.radiosalescafe.com too. Its sort of a facebook for radio sales professionals. As for prospecting, if you wait to hear them on another station, their budget is already spent. Join your Chamber of Commerce, find a business social network in your town or even better, just start calling the phone numbers you see on the side of the trucks! Every business needs to advertise, so every business is a prospect. Happy Selling!
crazy?radio sales Posted 2:56 PM on 07/08/10 - Reply to this post
Thanks so much Lynn. Your affirmtion is MUCH appreciated. I'm still looking for another job, but I don't have to turn my back on radio. I've just joined radiosalescafe -- great site. Thanks again and happy selling yourself!
Don The Idea Guyradio sales Posted 9:28 AM on 07/10/10 - Reply to this post
Your sales manager is the crazy one -- crazy for thinking that old strategy will build new business. While that ancient tactic will tell you who is currently spending money on radio (which can help start a conversation), it doesn't tell you anything about why they needed to advertise in the first place (seeking new customers? over abundance of inventory? new location? new hours? new product/service? etc...) Position yourself as your local expert on marketing and building the business of your clients to set yourself apart from all those "spot sellers" out there. Speak to local business groups about proper campaign planning, how to measure results, and provide examples of effective advertising for your happy and loyal clients. Become their marketing expert. If you do it right, the next time some other radio rep hits on them because they heard a spot on YOUR station, the client will tell them to run their ideas past his advertising consultant -- YOU.
Christine MillerRadio Sales Posted 3:13 PM on 08/12/10 - Reply to this post
He is crazy! I was a sales director for a radio cluster and started my radio career with a list and "go get them" attitude. I found a great radio sales training program (Chris Lytle) and began my own training. Radio sales can be a fun and lucrative career, so take the lack of direction you are recieving and see it as an opportunity of training independence. 1. Define your station audience. (gender, age, psychographics) and target business whose customers are your listeners. Your station does not have to be a top rated FM to deliver. An adult standards AM station may have a small audience, but it's a great audience for senior housing, eye doctors, Lincolns, etc. You get the picture. 2. Create your own target list. You can monitor other stations, TV, and print. But you can also surf the web, and research what industries are a good fit for your format. 3. Manage your contacts with a Customer Relationship Management (CRM) tool. 4. Sign up for RAB (Radio Advertising Bureau) for information that will help you sell. 5. Become familiar with common station sales objections and know how to overcome them. 6. Sell benefits (not features!). No one cares that your station has been around since 19XX. 7. Learn to sell with out ratings. If you can do that, you've got it made. 8. Learn how to create client focused proposals. 9. Learn about local business, your local economy and about all media and marketing. Become a resource for your clients. 10. Work! Sales is not easy, but once you have put in the time to learn, and build relationships it can be a great career. Your sales manager sounds like he is an "old school" sales person, which does not translate into a good teacher or leader. Prove that you can increase sales and bring fresh ideas into the station and you may find the sales manager title after your name soon! Chris Miller www.millersalesconsulting.com http://www.facebook.com/MillerSalesConsulting
crazy?radio sales Posted 3:50 PM on 10/03/10 - Reply to this post
Thanks to everyone who responded to my original post. I decided to stay in radio after all and will be starting at another station this Wednesday.
KarynThe Power of the Spec Ad Posted 8:39 PM on 10/11/10 - Reply to this post
My favorite way to make the customer want to buy radio advertising is by creating a spec ad for them. You simply collect info about their business and what sets it apart from their competitors (no cliche's like "friendliest service in town")and write a script based on the customers own words, phrases and ideas. Once it's produced you take it back and play it for the client. After they've listened to it at least twice and have hopefully made some revisions to the script during the 2nd time listening(that's the moment they take ownership of the commercial - when they start making notes on the script)assuming they like the commercial - bring out your proposal. If they don't like it then start over and re-do the commercial. Specs sell themselves because they are the thoughts and ideas of the prospect brought to life! Happy Selling! -kp