Radio Sales Café

POGO said..."We have met the enemy and he is us." Over the years, I have seen way too many orders that are taken just to hit the goal and gain the commission. In Radio, when should we walk the business and how should we do it? Jerry Complimentary 3-min. newsletter: www.JerrysSalesInsight.com

Related question: how many owners and managers empower their salespeople to make this decision unilaterally, based on their knowledge of station policies and proximity to the situation?

The basis of selling to meet the goal seems to be an issue in radio, across the nation. I recently completed a seminar and have dived into several books, and a common topic was the "way" radio is sold. Radio seems to be predominately sold as short term package deals, (sports, name mentions for holiday events, ag promotions this and that). While these packages do generate revenue, radio is better as a marathon runner than a 100 yard dash. The best way I have found to cope with these type of packages is to use them for smaller clients, and predominately speak long term focus with larger businesses. It is however, a challenge to change the mind set of clients that have been sold the short term packages for years and years. We have conditioned them to purchase these short term packages, just like those clients that only advertise the sale. . .they trained their customers to only come in during sales.

I've been known to walk away when a business wants to spend something like $700 a year and spread it out throughout the whole year-- yet they have the expectation that hundreds of people will flock into their store.

I've actually told them, they'd get more out of that $700 if they wadded it up, threw it on the sidewalk and watched the joy of people who stumbled upon it, picked it up and walked on.

Around here being open like that with clients and letting them know you're looking out for them has opened many doors from those who claimed they would only do that $700 a year- mysteriously found additional money for a radio budget.

We've also walked away from a sale when they wouldn't pay our price or when the client gets extremely derogatory/vulgar with our reps. Finally, we've been known to turn away business that reflects poorly against our family-oriented philosophy.

With great respect, Gary, I agree with #1. Wrong offer is probably the biggest culprit, especially when the definition is broadened to include "no offer" or "offer lacking clarity/direction/focus."

I also agree with #3. Insufficient frequency (and/or inadequate length of schedule) is also a big factor. It's comparable to a plane having insufficient fuel to cross the ocean, or a patient who doesn't complete the full course of antibiotics prescribed by the good doctor to knock out the bug.

But "wrong station?" Don't think I'd make that an absolute. Can you sell youth products to a classical music listener? I think so. You do it with the message (back to #1). The listener may not be the end consumer, but he or she may well have a niece, nephew, grandson or grand-daughter. "Not sure what to buy for his birthday? Here's someone who can help...." To paraphrase Roy Williams, it's amazing how many people suddenly become "the right audience" when you start saying the right thing.

All that said, I'm pleased to say that at this point in my life...with regard to the clients with whom I work...I don't hear "Radio doesn't work" any more. Thank God!

Joel,

You made my Friday!

Can't buy you a drink tonight, but I'll raise a toast to you.

-Rod