Wondering how you handle the objection - Can you just email me the station info/rates/etc.
Obviously, if we are cold calling businesses (and they aren't calling us) then simply emailing them will not get the sale..
How do you deal with this objection when trying to get appointments? Would love to hear how different people handle this..
Thank you!!
I always try to turn it around by providing an example they can relate to.
Find a way to put the client in your shoes: I'd say "I appreciate you're busy, but asking me to just email the information is a little like your potential customer asking YOU to just email YOUR information... what would YOUR response be if someone asked you that..?"
"Plus, our marketing service is not a one-size-fits-all product. I can't make any recommendations or suggest a budget until I've uncovered your individual needs. Every client is unique. We need a little bit of 'face-time' to see if there's even a fit with our audience.." etc.
Good luck!
Geoff Bate
Imagine Words & Music Inc.
If the decision maker is local, dont call. Walk in, your chances of being treated as a person is better when you are not just a voice on the phone. If you have to end up sending station rates and media kit, try to specialize it with industry ino (their industry info not ours) and have leading questions to play on the persons mind. Often to much is said in media kits, then why do they need to speak with us? Spark questions by asking them the question. ie.How do you reach your targeted customer with your message?, Radio really is more affordable isnt it? dont give all of the apples away. They need for you to see that they are more than just a comodity, that will help them to see you that way too. If they know you have an interest in them and their business you are more than just a phone call, and you are much more likely to get an appointment.
There was a time when I'd strangle a seller who emailed station info instead of insisting on a face-to-face. But the reality now is that people are so time strapped and under-staffed, they don't have time to take potentially meaningless meetings. While I'd never send rates (your rates should be dynamic, so there's no way to really send accurate rates anyway during this phase of development), I think it's cool to send an electronic media kit. What I've found really effective is sending a station Fact Sheet that gives a general overview of the format, audience demo/qualitatitve profile (not ratings or rank!!) and one-line client endorsements. I'd attach a relevant article about the client's industry, competitor or target consumers along with a really short email (100 words or less broken into two paragraphs) that is about the value I feel we may be able to bring to the business and ask for at least a phone appointment. Happy selling!
I tell them this:
The truth is, I've never done business with anyone who just wants a rate card or media kit. I want to get you the best product for your investment. Are you willing to spend 20 minutes with me so I can learn more about your business?
Wow thanks. that is pretty good I like the second one. Thank you
Thank you!! How do you proceed with a follow up call after sending rates? Just curious.
I appreciate your response. I have noticed that business owners get frustrated when walking in. I want to respect there time. Actually I tried this method and it has not worked for me one bit. Do you have any advice on that?
I like specializing it with industry info. How do you do this?!?!?! Do you have any examples. I think this would help me a LOT!
Do you include those questions in the intial e-mail? Sort of questions you would ask on a phone conference or an appointment? Haven't done this before but I will try it ! THanks
Thank you for your response. I have a few questions first! I understand where you are coming from. I know they are so busy.. that is why I know they will not read my email. Most of the time (even when emailing current clients and also other biz owners who I've met with) they tell me "oh never got your email" Yes, they got it.. but they were so busy they let it through the shuffle.
How can i do a fact sheet? Our station does not subscribe to arbitron...
For one-line client endorsements, do you put this in a pdf?
I hear everyone say send article on client's industry........ where in the world do I begin to look for these articles?
What do you mean by competitor or target consumers?
THANK YOu!
Thank you Jack, I like this. Do you bring "ideas' to the meeting? or mention on the phone?
Also I have read once that biz owners get frustrated when someone says "so I can learn more about your business" because they don't care what YOU learn about their biz. They could care less about what I do.. Thoughts?
You're right, they could care less about what you do...and I often use this line. But, they do care about their business. My promise on the first meeting is twofold: It will be 20 minutes or less (I actually set a timer on my cell phone in front of the client when I start) and I will not sell you anything or try to. Everyone wants something custom made for them. I can't do custom until I have the first meeting.
Katie,
I understand your dliemma regarding Arbitron. That may be a blessing in disguise because you don't have the ability to rant on about your rank or ratings. What do you know about your audience that's relevant to the business you're attempting to work with? We live in a world of accountability so how do you convince a business decision-maker that you can deliver results for them? If you send me your email address, I'll be happy to send you a template for a Fact Sheet.
By the way, the one-line client endorsements (e.g., "We called Katie when our Pet Rock inventory was clogging up our warehouse and in one weekend, the program we put together cleared out 75% of our Pet Rock units as well as a large number of peripheral items!" Gail Young, General Manager, Young Hobby Centers)
In terms of articles--there are too many online sources to mention. Start with Google.
Wow this is a great approach.. so the first meeting you set the timer and asking them questions, correct? I know there are a bunch of questions we might ask, do you have a few you could share with me that you feel are most important?
What do you do if they immediately ask, "what are your rates?" or "can you show me the rates"? Do you leave a rate card? Or would you just say that you are here to customize an ad package around their budget and turn it around and ask them for their budget and say you will be back?
I have came across a fair amount of people who just want rates at meetings and don't have time to actually meet/me ask questions/etc.
Also, how do you customize packages? Basically, at my station we have cookie cutter packages where we are pushed to sell. I have been presenting those at all my first meetings.... I may see more success going your route (even if I come back with that exact package actually) Our packages have lower rates.
And, say they give you a quarterly budget of $2,000. Do you come back with a package that's more say $2,500. One of my bosses said "I always come back in with something that is more than what they say they can spend" (Not sure if I think this is a good idea or not..)
Thank you for your advice, I'm going to try this approach! I appreciate it Jack!
Thank you, let me send you my email.
Yes, I agree It is a blessing not to have to worry about ratings and rankers. Just curious as to what would be good to put on a fact sheet or what others put on theirs.
I understand there are too many to mention.... I have tried google but must not be searching in the right way. Would you be able to provide me with an example for a certain category, perhaps restaurants, since they are a popular advertiser on radio.
Katie,
A few suggestions:
1) We had success some years ago creating a station presentation tape that included quite a few advertiser testimonials. Here a link to an earlier post on the subject. As you listen to the demo, make notes on how you might create something similar for your own purposes. (You'll want to keep it shorter, of course. Attention spans keep shrinking.) When introducing ourselves to a new prospect, we'd leave a copy of the presentation cassette and companion tri-fold pamphlet with pictures of advertisers and a summary of their success stories, along with basic station info.
2) Listen to Chris Lytle's presentation on how to think on your feet. Great, great stuff.
3) Download free copies of Roy H. Williams' "Wizard of Ads" trilogy and share the information with your prospective clients. They'll be the better for it.
4) Obtain a copy of the Wizard's "Most Common Mistakes in Advertising" DVD and make an appointment with your client or prospect to watch it together.
5) Is your station a member of RAB? Their industry research resources are terrific - statistics, trade journal articles, Instant Backgrounds, sample commercials and copy...all available at their website. If your station isn't a member, consider investing in a personal membership (perhaps your station would split the cost with you; if not commensurate with whatever your commission happens to be, at least some equitable amount, since they're benefiting also).
6) Ask your manager if he'd consider coming up with a "Katie Jones" introductory special as a way of getting your foot into the door. Just one more thing to open a conversation.
Hope some of this helps.
I'll try to find some samples of the print stuff and post 'em here.
THank you for our reply. These are great resources. I appreciate your help and will look into each of them! Regarding RAB, it's my understanding that only stations who subscribe to arbitron can have access to RAB. Do you know if that's correct?
Thank you again and I will let you know if I have any more questions
Look forward to getting your email address.
As for intel on specific industries, search "trade publications", "trade organizations" and "trade blogs" for each industry of interest (for example, "chiropractor blogs") Typically there are FREE e-newsletter subscriptions that are delivered to your mailbox on a regular basis. Many of the people in these industries receive digital or print versions of these publications but rarely have time to read them. That works to your advantage because you can re-purpose specific articles as part of your seeding campaign. The content also can provide you with fodder for really smart ways to approach prospects or create half-baked ideas. Another benefit of subscribing to some of these pubs is that you get notified of free industry webinars held throughout the year that you can elect to "attend" based on your schedule.
I think Geoff Bate had a great answer to this question although I would add one more thing. I would go ahead and email them but I would send it with a powerful "Subject Line" that will get it opened. Then the email would be nothing but a great "headline" creating enough curiosity to get them to click on your link to a less than 60 second video. In the video you deliver a powerful presentation about how by actually sitting down and taking the time to understand their business you will be able to craft a powerful ad campaign that will create results. People love video and they can connect with you before they even meet you. If this sounds like something you would like to pursue, contact me if you need any help with this.
Once I get a budget from the client I promise them I will come back with something that will meet that budget. But, I also tell them I may also bring a second proposal if I think it makes sense.
Very often people understate their budget and will spend more. However, it's key to keep your word and you need a good reason for the additional spend.
Regarding rates, I don't think most people (unless they buy a lot of media) care what the per unit cost is but they do care about results. If the person really wants rates, ask them what rate are the looking for then tell them you can give them 2 of the 3 (rate, time of day, day of week). Almsot all of my clients are on a 24-hr or 6a-mid schedule because listeners are everywhere and they are different.
