Radio Sales Needs More Than a Styrofoam Cup
by Eric Corwin
It is important that we understand the difference between Sales 1.0 and Sales 2.0; Sales 2.0 plays off the idea of Web 2.0 so the difference is really about sales before the web and sales after the web. Radio sales is presently stuck using the old model of hopping in a car and going to pitch an expensive advertising solution to a potential advertiser spending more time and money than a more targeted form of selling and marketing that includes web-based techniques to allow the sales rep to attract customers to their website and to interact and close more customers online.
Yesterday’s radio sales strategy
Let’s talk about radio sales the way it used to be. Stations used a Sales 1.0 strategy. You know the drill; radio sales reps use media monitoring systems, newspapers, yellow pages and visual drive-by to identify potential advertisers. Once they identify these prospects they attempt to get an appointment using their sales ability and some form of offer to provide assistance to the business so they can get the meeting. Sound familiar?
Radio is using a Sales 1.5 strategy
Today little has change in the world of radio sales. Reps are still prospecting using many of the same tools, media monitor, newspaper, target lists etc. Except now these tools are
accessible on the web. They continue to hop in their cars to pitch a potential advertiser. A large percentage of reps use email and other web based tools to carry on subsequent conversations with prospects but few if any reps or sales departments have moved to the Sales 2.0 world.
Higher-volume, higher-velocity sales for radio with Sales 2.0
Your sales reps need a better system to reach more potential advertisers in a more efficient and effective way. If this occurs then you can trust that you’ll be able to generate more sales revenue and decrease your overall cost of sales. Of course this is the goal of every radio sales department across the country but unfortunately the leadership and resources are taxed to the point where these tactics can’t even be discussed because most departments are like the sinking fishing boat captain, who is using a styrofoam cup to bail out his boat. When, if he’d just spoken to the bilge pump sales person on the dock before going out to sea he would still be above water and able to fish. There is no question that there are a majority of under performing sales departments at stations throughout the country but in many cases the problem is not the sales manager or sales person’s lack of ability it’s that they are working with an outdated sales system–the fishing captain’s cup and of course an advertising recession. Look around, most media companies today do much or most of their prospecting and sales using a Sales 2.0 strategy.
Time to change your stations sales strategy
I am not here to say that radio sales strategies need to change entirely. I believe in one on one sales calls and their ability to get the sale and keep it. But there is so much that can be changed in the short run, right now that will help broadcasters increase their sales revenue and make their sale staff’s more efficient and competitive with the other media reps that are using Sales 2.0 strategies. Ask yourself how much potential business you lose every single day because the sales staff doesn’t have the necessary systems and strategies in place to get the most out of it. I am not talking about big money, I am talking about the most necessary investment a station can make and most of it is not even in money but in time and effort.
In the meantime
I understand that today’s environment is not conducive to change and whatever change that will occur within your sale department will occur slowly. We still can’t get out of our own way when it comes to trying to use old outdated ideas like the “get your feet on the street” sales tactic to generate new business, but that being said, here are a couple of sales solutions that can jump start your sales and revenue efforts in 2010.
Seminar Selling: Generate up to 1 million in Revenue for your Station
This is a simple concept that uses an event in the form of a seminar or workshop as a catalyst to bring lots of business owners and marketers together. Once together they hear an informative “how to” pitch about marketing solutions and the reason “radio” will benefit their company. Every station across the country should be using a sales seminar strategy. There is no downside to getting your sales people hyper-focused on selling new advertisers, none.
Don’t let me hear anyone say that the concentrated telemarketing efforts and the focus of this program takes your sales people off the street. What? They’re selling new business and you’re getting a company to do this for a sales commission just like what you ask your reps to do. If you’re not using a sales seminar call me and tell me why, and I’ll explain why you should do it. You can generate hundreds of thousands of immediate revenue and lay the groundwork for hundreds of thousands more revenue throughout the year that you won’t have to pay commission on. Call me at 877-219-9495 or click here and I’ll send you examples of several companies to consider.
Prospects on Demand: Identifies and produces more potential new direct business leads
This solution allows your station to utilize proven lead generation sales reps to set one-on-one sales appointments for your in house reps. This system helps to increase the efficiency and productivity of your present sales force allowing them to focus on closing sales.
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