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Radio 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, provides a wealth of information. And join 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!


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 Guy

radio 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 Miller

Radio 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


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.


The 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

Travis "The Buzz" Quinlan

Sales Posted 2:45 PM on 06/29/10 - 

Okay... Question; how does a great sales rep feel about selling to someone that is in a bad mood. Should we focus on elevating the person's mood or feeling throughout the process? Can we sell to someone who is ornary about having to buy?


selling to someone in a bad mood? Posted 8:21 PM on 07/10/10 - Reply to this post

The best and most loyal clients come as a result of relationship-building. Focusing on the person rather than the dollar sign is cruciasl. Listening to and being patient with a crabby client may be the long way around, but are well worth the effort to begin and maintain someone as a client. Positive attitudes are contagious-- being cheerful and upbeat about your product or service is likely to lift your client's mood. Associating you and your product or service with feeling better can only be a good thing!

Alper Basaran

Sales Posted 10:04 AM on 07/13/10 - Reply to this post

I'd personally drop the sales call. Forget about the product or service I'm selling and try to cheer him up. Not in an obvious way but slightly shifting the talk to a subject I feel he/she enjoys. I'd also try to avoid him/her to see any logo, brochure or presentation that would, when he/she sees it again remind them of the bad day they had. I believe the next sales call would be much better. Experience: The lady walked into the meeting room during the usual "how are you today?" phase she told me that the weather was bad and it affected her mood. I didn't mention anything about the products I was selling and kept the meeting very short (wigthout being rude or without making her feel like I had wasted her time). Once out I called my florist (every salesperson has a florist haven't they?) and sent a bouquet of flowers (avoiding red roses and the like - something pastoral) with a note saying "The sun might not be here but we still have the flowers". She called me immediately and we scheduled another meeting the same day and it was the easiest order I got.


Cold Calling Posted 1:04 PM on 06/29/10 - 

Our company founder worked his way through college selling household articles door-to-door. Our whole sales system is bascially still built on that model. "How many doors did you walk in today?" Is the favorite question of our sales managers. That, and "ask for referrals." I've been following you for some time but frankly am still a bit stuck on how to get out of this type of approach. Actually, it does work relatively well for our product because every business is already buying it (I won't mention to remain anon). (I know you even advise against asking for referrals, but just letting them happen). Lately, I've been mining social media contacts for people they know. I am working on my Ace of Sales ezine; I plan to feature an interview with someone of value with expertise to pass along to my audience. My goal is to put out my first on July 15. However, I need real sales now. It feels a bit "salesy" or manipulative to ask leading questions, building to saying what I really offer - but is that the best way> Do I just need to get better at it?

Travis "The Buzz" Quinlan

New tide a rolling in Posted 2:44 PM on 06/29/10 - Reply to this post

Leading questions always happen when your selling something... but how you lead someone is the matter here. If you lead by being a consultative person and not a sales person... you will be more successful. You can garner bigger better repeat relationships. Widget work still happens to work, but this approach works better.


The best method? Posted 9:02 PM on 06/28/10 - 

Hi all, I'm Duc, i come from vietnam. i'm working for one of media companys in vietnam as media executive, so i wonder that making a phone to customer to setup an appointment before they understand wholely our products or explaining all about our products then setup an appointment??? Thanks! email:

Dylan Miller

Setting the appointment Posted 10:09 AM on 09/20/10 - Reply to this post

When calling on the phone to sell the appointment, do just that, sell the appointment. Your not a telemarketer. There are many ways to indirectly avoid answering too many questions, one of them is a huge sense of urgency as in you don't have all day, and another one is to keep control of the conversation by asking questions. It is exactly the same as selling your product, except your selling the appointment and assuming the close. "So Mr. Customer, im sure you see how you could potentially find a benefit from sitting down briefly with me like several other professionals in your line of work. I could see you as early as 6:00, or would 9:30 (offer TWO options) on (date, within 3 or 4 days max) which one works best for you?"


I need help writing effective e-mails Posted 1:24 AM on 06/22/10 - 

When it comes to writing e-mails, I would like to improve my style, professionalism, clarity and english. Any and all suggestions welcome.


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