How do I get businesses to want to try our station when they’ve

  • February 11, 2013 12:35 PM PST

    What do you do when people get burned by another station?? So many people I see do not like radio anymore because of all the money they have put in and never saw results. I want to get them to trust radio again, get them to advertise with me. Any help would be great.

    • 56 posts
    February 12, 2013 8:41 AM PST

    Have them trust you first. Show them you want to go to work for them and that you are not like the other reps. I just worked with a rep and he took me to a client. The client said, "I don't know what to do, everyone comes in and says they are the best". During the visit she also said she'd love to get photos on Facebook but not sure how and she also said they were like seven stores in one and didn't know how to tell their story on radio. I showed the rep the first step was to come by and show them how to get photos on their Facebook page and not talk about radio. The next step was to take 7 new messages about her store that could air on radio and tell her story, one message at a time. Only then, when they saw he was willing to go to work for them, introduce the idea of how to make radio work.

    Sell yourself with patience and hard work.

  • February 12, 2013 9:08 AM PST

    Thank you so much Jeff I will do that!!

  • February 14, 2013 12:39 PM PST

    Thank you so very much D.J. for the great advice. I am being myself and I hope it works out in the long run. thank you so very much.

    • 455 posts
    February 15, 2013 6:42 AM PST

    I think people are looking for understanding first. If the potential client speaks of a bad radio experience my response is always, "I understand. Unfortunately, I hear this more than I would like too. So, let me ask you a question: Have you ever had a bad experience at a restaurant? (Their answer will be yes). Do you still eat out at restaurants? (Their answer will be yes). Me too. Right now, I'm not sure I can help you until I learn more about your business, goals and objectives. To put a one size fits all proposal before you would be a disservice to you and possibly a waste of money. I'm willing to give you 30  minutes of uninterrupted time (CNA) to see if I can. What about you?" 

  • February 15, 2013 6:54 AM PST

    Thank you Jack, I have been doing that and I hope it pays off in the long run. No contracts signed yet. I want to get 3 before March I am giving 110%... I am building that trust with them.

    • 1 posts
    February 15, 2013 8:45 AM PST

    Audio Testimonials from your long term clients

  • February 15, 2013 9:23 AM PST

    you know Paul never thought of that. Thank you so very much.

    • 8 posts
    February 15, 2013 12:00 PM PST

    Tell them that you'll have your morning announcer will mention something negative about their business; then see if they get results.

    My morning guy talked about a local business giving him the stink eye everytime he walked in to the establishment.  Our phones rang off the hook, but so did the phone to the business.  2 weeks later, that business became a client.

  • February 15, 2013 12:16 PM PST

    wow, our station wouldn't do that but that does sound good. Thank you

    • 8 posts
    February 15, 2013 12:52 PM PST

    it's not something we do.  In fact the morning guy was written up over this.  Some of us just found it very amusing.  It does make a very good point though - if someone insists that radio doesn't work, offer to say something bad about them.

    I wouldn't recommend actually doing it; however it will get the prospects attention...and hopefully something you can both laugh about.

  • February 15, 2013 12:55 PM PST

    our morning show guy would love to do something like that and most likely has. I think its very amusing. thank you so very much Will

    • 455 posts
    February 15, 2013 1:53 PM PST

    You make a good point. We have suggested to someone who is really down on radio that if the message or offer is good enough and the frequency is good radio (any advertising for that matter) works. We offer to prove it to them by running one ad an hour 6a-midnight for one day. The message will be that the first 20 people through the door the next day get a crisp $100 bill. The response is always the same, "We can't afford to do that." Our response is always the same, "If you really believed radio did not work you would have no problem doing this. So let's quit talking about radio and start working on your business with a dynamite message." Never had anyone take us up on the offer.   

    • 112 posts
    February 19, 2013 8:03 PM PST

    Well said DJ. Reminds me of an article I read this morning on good salespeople. The last line was this:

    A good salesperson knows what is right for the customer and won’t be a part of a mistake.

  • February 20, 2013 5:53 AM PST

    Thank You all so very much for your help, I have been getting better I am building up trust and helping the clients with their business no contracts signed yet but I am hoping they do this week or next week. Thank you so very much I will keep you posted.