Hi everyone,
I have just started my 3rd week in radio ad sales. To give you some background, I was in automotive sales for the last 5 years, and have been trying to find a more stable (salaried) job. I have been hired by a local Christian radio station in Ottawa, Ontario, Canada and have been given the role of 'Marketplace Ministry Account Executive' sales, in a nutshell.
Having been in sales most of my professional career I have been to many sales training seminars and seem to be an easy person to talk to. However, I am having a very difficult time doing my job...
I am tasked with researching local (and surrounding area) businesses and determining if they would be a good fit to advertise with the station. Once I have that complete I am to 'cold call' them and ask to arrange a meeting to discuss their advertising needs. Therin lies the problem. I want to do my job, I want to be a good worker, but I have a serious anxiety issue when it comes to making cold calls. Where do I start? What do I say? What do they think of me? If some of the more veteran people here could encourage me and let me know some tricks of the trade to help me overcome this hurdle I would be so appreciative.
Glad to be here, seems like a wealth of knowledge!
Gordon, I made the same transition, and the sales process itself is very similar, if not simpler. A couple tips I can think of for you-
1. Warm up the prospect - You've probably come across the idea of snail mail as a prospecting tool. I'll often find a recent news article that effects the prospect, and send it with a brief letter that states how I think it may effect them and a brief solution we could provide, and stating that I will be in touch with them in the near future to set up a time to discuss the issue. When you call them a week or so later, typically they will have seen and read your letter and it really helps create a solid first impression.
2. The door to the left and the door to the right. If you're in a business, call on their neighbors. You're already there anyway
3. REFERRALS!
Good Luck, and keep us updated!
Thanks for your advice. Sending a newspaper clipping relevant to the business is an interesting idea. I'll give that a shot for sure! I'll let you know how it goes. 
Don't go in trying to sell them radio.
"I want to find out about you and your business, and find out if there are ways we can help you!"
On newspaper clipping, recent ones are often a waste of time. The money is spent. If your calling on them in December, find out what they were doing last February... and see if they're planning activity the same time in 2014.
Gordon,
I'm new to radio ad sales as well and I agree with you... cold calls are the worst. What I do is I pick out one industry per day (accountants, flooring, heating & air, etc.) and write out one or two really good phone scripts, along with a few relevant articles or just a few facts I find on the internet about the industry. I then google "accountants (or whatever...) in Greenville, SC" and write down a whole page or two of them and call only that industry until I'm satisfied with my results. You'll find that after the 5th call or so, you are pretty comfortable talking about their field and the rest of the calls become much easier because you won't have to look at the script. Just don't say "Hi I'm Gordon from X radio station and I wanted to talk to you about advertising." That's what I do when I'm being lazy and even though I sometimes get appointments that way, I get them MUCH more frequently when I sound like I have taken interest in their company and done a little research.
Hope this helps!
Jessica
Thanks Jessica, that's a good idea. I have had some experience with the scripted phone calls when I was selling business insurance, so I think I'll give that a shot. I like your idea of sticking with one category of business/day. Great advice, thanks!
I'm not talking about paid advertising with this. I'll find an article something to the tune of "New Car Sales Expected to Rise XX% Next Quarter" (or whatever catagory the prospect fits) and send it with a quick handwritten note along the lines of"thought you might be interested. I'll call you next week to set up a time to discuss how we can help you get a bigger chunk of that money"
Gordon, I want to follow up on this thought. Put youself in the businessman's shoes. NOBODY wants to buy radio ads. I (businessman) WANT to buy a good lunch. I NEED to buy a tank of gas... oh, and that reminds me, I gotta pick up the kids from soccer... If you want to come sell me some RADIO ADS... I'm not interested. However... if you have some ideas about how I can close more sales, or get more potential customers through the door, or an idea about how I can move that dead stock over there in the corner, then we might have something to talk about.
I called on a heavy equipment mechanic last week, a guy that I'd never met. He asked me to come in and talk about advertising, so he initiated the call. He said he's already got more business that he can keep up with, but he wants to refocus from big trucks to heavy construction/oilfield equipment repair. We talked a lot about his business... we talked about growing and hiring more employees... we talked about how difficult it is to delegate authority... we talked about the fact that he wants to spend more time with his family, his son graduated high school last year, his daughter's 13... I told him that as small business owners and managers, he & I not only had to manage our buisinesses... we also had to manage our personal time...
Point of all of this? We talked about rates and format and production and message and nuts & bolts... but we mostly talked about HIS business and HIS family and HIS dreams. He's not interested in buying spots on the radio, he's interested in solutions to help him reach his business... and personal... goals. Can I help him? I think so. And I think I'll close a nice multi-month buy later this morning.
Gordon,
I will share two things to kick start you. One, is what not to say, and one what you should say, first eye to eye with the owner of a small business. What not to say: How's business? There' no right answer to that question for a radio seller. If biz is good he doesn't need ads, if it's bad he cannot afford it. NEVER lead with that question!! The proper thing to do is to compliment the owner. Look his place over, tell him how impressed you are with what he has done. Then ask him : How did you get started.? Keep asking questions that demonstrate to the prospect that you are interested in him. I can go on, but you should get the idea.
Hmm, you make a good point. You're not selling radio ads, you're selling problem solving solutions. That's a mentatlity that will definitely make a difference when I approach businesses. Determine their needs, and offer a solution that helps them accomplish their goals.
Aha!
Thank you!
I like that Victor. Shift focus to the clients' interests and then the sales will come naturally once questions are answered, and areas of interest are revealed. Thanks
I'm not really sure we are being honest with ourselves when we look at solving the business owner's problem and selling ads as two separate things. At the end of the sales process, all arrows point to the same solution... spots. Maybe there's a promotion you build into a campaign to generate brand excitement and add weight to the media plan. But finding the competitive advantages and debunking the biggest misconceptions about their business in a compelling radio ad is usually the end game.
If you're selling a station that has an 18-34 or even a 25-44 demo, you hopefully have some digital solutions that you offer to clients to compliment the traditional spots. You may or may not be a fan of digital. But the reality is your station's digital assets are an extension of your brand which offers your community of listeners ways to interact with both your station and its advertisers in a one-to-one capacity. Gen Y consumers are the most digitally engaged consumers out there and if that's who your customer needs to reach, it will benefit you greatly to demonstrate to the client how you can reach their target audience using multiple touch points beyond the spots.
If you offer mobile solutions (mobile couponing, virtual remotes, text-2-win campaigns, etc)... the cold call might be "I want to show you an idea that will connect your brand with our emotionally engaged audience on their smartphones and drive them into your store with extremely trackable, measurable results." You might drop in the fact that mobile has an open rate of 97% while direct mail is 1% and email is 11%. You also might cite a few case studies as examples -- let me show you how this has worked for other businesses just like yours. Make no mistake, digital or no digital, you must absolutely teach the prospect the power of radio, reach, relevance, and frequency, and have a traditional 12 month spot buy in your final proposal regardless of how you framed your initial call. When you have both the on-air activation/branding and digital/direct response built into your customer's campaign, the results skyrocket and you significantly increase the probability of a renewal because you will have some tangible data to back up the campaign's success.
Not comfortable selling digital? Is your station's audience exclusively 40+? Fine. Assemble a portfolio of success stories that your station's clients have seen from the types of campaigns you do like to sell, and lead with those. Even when I've sold just a six or twelve month spot buy contract... leading with a case study of some sort is often what got me in the door. Especially for prospects who weren't actively seeking out more advertising.
Regardless of what you're selling, business owners want to hear "what's in it for me" if they're going to take a meeting with you. Unless you're someone who can finesse your way into an appointment by just using your charm, you have to think very carefully about those words, "what's in it for me?" Increasing sales, driving more traffic, increasing clientele, enrollment, awareness, etc? What drives the revenue for that business? What's the hot button? Lead with it! Jessica is definitely on point with being prepared with industry research. Knowledge is power. I also agree with Gordon on warming up the prospect with perhaps a brief letter and an article or perhaps, a case study from your station from another client's campaign. Then follow with a phone call.
Plus, after you have used questions to develop emotional rapport, using questions to find the hot button puts YOU in control. Identifying the prospect's competitive advantages, the profile of their target customer, misconceptions about their business, current sales problems, profit margin, upcoming sales/promotions, success stories, etc... sets you up to write a solid proposal and the ability to use effective trial closes as you make your way to the sale. Remember, the person asking the questions is the person in control, whether it's the cold call, the first appointment, or the pitch. Ask questions properly and you shall have you a sale!
Wow, awesome advice! Thank you so much
I was a media buyer for 17 years. I was interested in driving more traffic through the doors. Now, as a seller, the businesses I call on are interested in the same thing. So, frame the question that way. "If I could put you in front of a packed house at the (pick local, well-known 1,000 seat venue, etc) to talk about your business, would you be interested? That's what we do and more every day, 365 days a year." If your numbers are bigger pick a bigger venue or use twice a day, etc.
Cold Calling doesn't have to be scary. It's only called a cold call because you haven't announced your intention to visit.
Firstly 90% of my calls are cold calls and I have been doing the same sales job for nearly 10 years. Clients purchase commercials off those that they have a good relationship with and the way to do that is buy making a good impression on them and their business. Go in with a good idea. I would usually start with a statement - I've heard a great idea in another market that would suit your business down to a tea!, or I have come up with something that I think could really get some of this stock moving for you. Try and get an idea on how much their average sale is going to profit them then end the conversation with "would you mind if I put together a schedule that I think would suit your business?"
It's ok to call into clients just to say Hello if you have a good relationship with. If you don't, I wouldn't suggest doing this. Business owners don't have time to say 'Hello" to you unless you have something to offer!
Good luck.
I think you're on to a good system Jessica. However, you could take what you're doing a step further. I love this process. Analyze the industries and categories of businesses that are advertising with your radio station, or stations, as the case may be. You might be surprised, at how many holes there are and opportunities for unique businesses and services that have the vision to see what they're offering.
Begin with the call, and tell them that after looking at our client list, I see that we have no businesses like, for instance, a plumber or an electrician... etc. Present them with the ability to tell your listeners that you can give them a leg up on their competitor... I think you see where I'm headed. You instantly give them "problem solving" trait of your services.
We should always strive to be just that to our clients... a problem solver, not just another vendor that calls on them every couple of weeks.
4 to 5 cold calls per day is a good rule to live by Jane. I'm currently reading a book that teaches that philosophy. We all know that by making 5 calls, you're probably not going to get appointments with all 5 of those prospects, however... 5 a day is 25 per week. And 25 per week is 1,300 per year.
I will also admit that I do not like to make cold calls. And it's easy to get thrown off course... but making those cold calls to get appointments should be part of a daily routine. In a perfect world for me, I try to get those calls in, and schedule any possible appointments before I hit the street for the day.
I think a really big objection that clients don't voice but they're thinking about when we cold call on them is that they're NOT going to SEE a return on their investment when they buy radio..... they'll get their name out there, sure. A lot of clients I know who I've seen have had AWFUL experiences with radio because the reps calling on them were more interested in getting them into an annual ad schedule with generic/mediocre copy and getting the money on the books, but didn't take the time to REALLY understand their business's strengths, target customer, potential misconceptions in the market, etc. Perhaps there were some key points missing from the copy, there was a great promotional concept that could've been done to increase recall, some web presence that would've elevated the campaign... who knows. But regardless, the client didn't feel they got a return.
My GM had a GREAT line yesterday: "REAL results MUST be attained and measured, otherwise it's just a fundraiser for the radio station, and no one wins."
I started doing radio sales in September and had never been in sales before, let alone cold calling.
I have to keep focused on my goal. That is to get an appointment. I know they don't want to spend any money, who does? I assure them that I want to learn from them what has worked and not worked in the past and that I won't have anything to sell at this appointment. Maybe the second appointment, but on this first appointment I want to see if we can help grow their business.
Once I get to the decision maker, I say something like this:
"Hi _________, I am John Larson from local radio station Q98, I know the last thing you want to do is spend any money on advertising, I want to find out what has worked and not worked for you in the past. I would like to spend 15 minutes together."
Then I follow with: "I assure you I won't have anything to sell on this visit, 15 minutes together, worst case is that we both learn something. I will not waste your time or mine."
I also reinforce the 15 minutes when I am asking for the appointment, "I can come by next ______, is ___________ a good time to get together for 15 minutes?"
There is my cold calling script. I try to keep it brief and stick to my goal of getting an appointment. I am not trying to do a phone interview or pitching them anything at this point and I need to keep that in mind. I don't have time for a long phone conversation and I try to convey that to the client. I am busy right now, but I would love to talk more in person and go back to the appointment setting. I do my best to be upbeat and excited about getting the chance to meet up with them. If they push about prices I say that it is not a one size fits all and I am not selling any "packages". I go back to my goal of coming out and meeting them in person.
I also never accept the cold call clients suggestion for a different date and time, I am busy at that time, but how about _______. "I can squeeze you in" or "I will be close by seeing a client near you."
Also, if I think this business can benefit from my services, but will not give me an appointment, I say "Well, ______, next time I am in the area I will stop by." I schedule a walk-in for them next time I am in the area. I try to get to them as soon as possible on the walk-in so they are now a warm lead. I am not asking to stop by, I am telling them I am going to stop by.
On my walk-in, same thing, I am busy but would love to come back and spend 15 minutes together but just wanted to drop off my card and some information - which is a one-sheeter Cumulus uses. If they wish to talk then, I explain that I have another appointment. I do listen and ask questions, but I do not let this be my formal customer needs analysis and do this as I am "trying" to leave. I get some of my best information with one foot out the door, "Colombo Style" from Chris Rolando. If I am getting buying signals early on and they can talk, I will say I had an appointment cancel on me so I was free until ____ or I will try to fit them in real quick. I have a cna form that I fill out. I just need to stay focused on my goal.
The sooner I can turn these cold leads into warm leads the better. We are all strangers at one point. Remember our goal is to help them. Helping them make more money is how we make money. We are not in the selling business, but in the helping business.
I am still very new at this, but I love it.
I read through your post. It wasn't until I read your last paragraph that I read something useful."Remember our goal is to help them. Helping them make more money is how we make money" focus on this,you have to answer that question, "what are you going to do for me" in your first few seconds to get the prospect to listen. Never start with a negative. Maybe, "I would like to send 2000 of our listeners to shop at your store next week"
John,I can't continue to instruct you on preparing a proper cold call presentation.No lying either, you'll never get in the front door. Be at their disposal, your not busy, and they know that!! You are however miles ahead of your colleagues who don't bother to prepare a script.You are on the right path. Ditch this script, focus on what the prospect wants to hear about advertising results
I agree with Victor. Honestly, most of what I read here sounds just like how Cumulus does things in our market and I would tell that in my market, they have really put a dent in radio's reputation because MANY (not all) of their reps put 80% of their attention on getting the client to agree to a discussion about advertising... and less than 20% on being well versed on the business they're calling on. I don't see any logic in a pre-made CNA sheet unless you have different sheet for each industry. Sure, there can be some overlap but the best way to go is customize every CNA in advance to your prospect. He should think, "Wow... this guy from the radio station really did his homework before coming in to talk to me!" when you're doing your CNA. If it sounds like it's a cookie cutter Q&A that you do with everyone you talk to, it's unlikely you will engage him and therefore, you will fail to have his financial attention.
I was actually at a networking breakfast yesterday and we got into a discussion about business owners getting cold calls from radio stations and I asked the room... does it usually go SOMETHING like this, "Hello my name is ABC and calling from WXYZ, I'd like to chat with you about your advertising, see what has worked for you in the past and share a few opportunities I feel would benefit your business, I'll be in the area next week Tuesday around 2pm, can we get together at that time for 15 minutes?" And everyone reacted with, "Oh my gosh!!! That's it VERBATIM!" And then they went on to mention that the worst ones come out of Cumulus. John I DON'T mean to insult your parent company, I'm just letting you know how they're perceived in my market (and others) because there is SO much attention put on hitting budgets and filling avails and the result is that AEs position themselves as just that... sales reps, not valuable resources.
The internet is FULL of information on every business. If their website doesn't have much, check for reviews on Yelp. Find out where the consistencies are. And I would send an email (or letter) with which begins with the preliminary research you've done on their business (make it about THEM first) then some VERY basic info on you, your station, and who you've helped and why you think there's a solid fit for a partnership. That way when you follow with up with a call or stop in, you won't get the "send some information" objection.... already did! But do your homework. If you can't find out what's important to them, go in and ask the staff. You can often learn more from the staff than the owner in the early stages! Then prove to that owner you've done your homework. Yes, this takes time. But I promise you that 10-20 QUALITY well researched calls produce a much better result than 40-50 cold calls which use the same script over and over.... which I'm pretty sure is what Cumulus encourages their reps to do. More calls = more connects = more appointments. Wrong. It starts with quality.
Dan O'Day recently did a webinar on leaving effective voicemails and I would be happy to send my notes as it will help on the phones a LOT... email me if you want 'em! alex@b104online.com
Thanks for your feedback. I will look at tweaking my script some. I am not sure why you "can't continue to instruct" me in preparing a proper cold call presentation. I do seem to get results leading with my negative line, but I am sure I can do better. I can maybe use that as needed.
As far as being busy, I am fairly busy and I am finding that I need to manage my time better.
Maybe once I have been doing this longer I will stray away from the Cumulus way, but seven months into this, I need to do as trained. If that means 60 calls using the same script over and over, then that is what I will do. I have sent out seed letters and seed emails. The fact is, until I am 100% self-sufficient, I better do as trained. Like I stated, for my cold calls, my goal is to get an appointment.
Now once I have the appointment, I research the business and I look at their web site and those of their competition. I also put together a presentation and practice it. My CNA's are scripted, but for that client and I have a form that I have made that keeps me on track and has me asking questions I feel are important. I also listen, lots of listening. My CNA's seem to take longer than what my managers would like, but this is the part about the job I like. We also have a CNA presentation that reinforces what I have discussed and I leave it behind.
I am completely new to sales, and had a rough start, but since the first of the year I have gotten better at this. I still have much to learn. I am close to an annual a week, so far. I do have a closing rate of 30% and I see that getting better each week, mostly due to my well prepared CNA's.
I attended the webinar of Dan O'Day last week, but have not scripted and practiced my messages yet. I have made some minor changes from what he taught, but still have a long way to go.
I really do appreciate your input and hope to apply as much as it as possible. Thanks!
