Happy Friday, everyone!
Here is this week's poll question:
What incentives/ideas have you used to secure a buy from a reluctant advertiser who's been spending money on other media or stations?
Looking forward to reading your replies!
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bonus spots and one hour live interview with the brand manager or product manager/ ceo . Also news coverage for any newsworthy event for the client.
The idea of a "reluctant advertiser". is simply someone who does not see value in what you are offering.
If you offer more free stuff (bonus spots) then you are saying in effect that you are overpriced.
However, to answer your question more directly, I happen to work for a station that has lots of listeners and if I need to pull rankers and compare schedules, I can.
We have also been updating our success stories and getting testimonials from our clients who have used other media.
Personally, most of my clients don't use other media. I go after businesses that are not being approached by other radio and tv stations. I fish in the other lakes instead of the ones all my competitors are fishing in. Attached is a sample success story too.
Find out why they're reluctant (i.e. what's the objection), use the "if I could ABC/XYZ (solve the objection)..., would you be on board with the campaign?" trial close, solve their problem, and then ask them to sign the order. If they say no, you haven't uncovered the true objection and you need to continue to probe.
If the reluctance is simply that they don't feel they're going to receive a return on investment, then you need to ask yourself if a laundry list of success stories with real results was a part of your sales presentation. Two things that MUST be in every sales presentation: client success stories and spec ads. Skip over those two things and you set yourself up for objections and hesitation from your prospect.
Excellent advice Alex! Also don't rush the process. It should take more than one meeting and conversation to put things in place.
A spec spot is a good conversation starter, but if they say, no, then you ask what should we change... that gets them actively involved with you and your station campaign.
Exactly! Always a greater chance of securing the business if you get the prospect involved in the building the campaign,
The spec spot is the most valuable tool. It says you took the time to learn a little about their business. Also client references is a big deal too.
