Radio Sales Café

I'm new to radio sales, but have been in programming for over 18 years from small to major markets. My main problem that I have is overcoming some objections, for instance I'm easily turned away with "We're not advertising anymore this year" Or "It's not in my budget right now" I feel that once I can overcome these and other objections I'm more than qualified to talk about how radio works and how to effectively write the copy that can cut through the clutter and get results. I'm asking if anybody can tell me some of the objections they hear the most and how to overcome them.

Thanks,

Don

Don, Objections have been around for as long as folks have been selling. Anything. Your desire to identify some of the more common objections in anticipation of encountering and addressing them to the client's satisfaction is admirable. A Friday Poll question back in October dealt with this subject. Here's a link to that discussion. I hope more of our members will weigh in with some of the tougher objections they face (or have faced) and how they've dealt with them. Meanwhile, you may also enjoy this presentation by Chris Lytle, recently added to the forum. Feel free to download it to your MP3 player and listen to it as often as you may find it helpful. Best of success to you, Don! Please keep us posted on your progress.

The first words out of your mouth every single time should be "That's why I'm here" and go into your answer. Answer the objection and then move to the ROI. All thety really care about is selling the next thingie... you need to return them to that thought. Attached is something that could help. I suggest you make these into 3X5 cards and practice them like flash cards.

Wow, Chris . . . thanks so much for posting this!!! That is an awesome resource!

Thanks Chris,

I printed this out first thing this morning and used it today on some calls. I can easily say that it helped me out. Thanks for the reply and the link.

Don

Thanks Chris! This is just what my staff needs.

Good Morning Don...
After 30+ in Radio I learned that it is not about the objection. It's all about the client and what they are really thinking. In most cases, if you give them a chance, they will tell you how to sell them. LISTEN! Instead of responding with a "counter", smileinto the face of the the objection...and the client. Thank the client for sharing and say "Tell me more about that". Give them space and time to respond. When you think they are done, ask "Is there anything else?" Your client will be surprised and maybe shocked that you listened and cared.
Good Selling and don't forget to get Powered-Up.
Jerry

Hi Don, the first objection a client raises is normally not real...its something to say to put you off. But dont be derterred...nou need a few good comebacks to keep the conversation rolling...you need to get the prospect say 'yes' to you. So...how to do that is the real question. 1. Acknowledge the objection. So heres an example. Bill cleint...."we've spent our budget" ..You...'well Bill I understand that you dont have any more budget but if I could show you a cost effective campaign that would generate more sales would you be interested in that'? The client should say yes...then you could say something like 'Bill if there was one product you'd like to move out of your store what would it be'? Then you're rolling. The client will be telling you what his needs are. You could then ask 'How many of those do you need to sell'? Don, the key at this early stage of an interview is to 'lead' the converstation in a direction where you can tell your stations story. Clients who dont want to buy are not buying because they dont have the budget...they are not buying because they dont believe that buying ads will help them sell more stuff. These wont help you close sales...but it will help you with the initial interview. Closing is a whole different ball of wax. Hope that helps.

Chris, these are great!! Thank you so much for posting this!

Thanks, Chris! These are great!

Sherna

I feel objections are only another way of the client telling you that you have yet to bring them something they want anbd believe is a good investment in their business.

I try to dig, learning what works, what gets them excited and gives them what they want.  It might be true they cannot spend a dime right now, but if they want what you offer, they will tell you when they can buy.  I have even offered contracts that didn't start for several months because a yes is still a yes and because it is much more likely a business owner wants to be known for being honorable if they believe you to be.

In fact, objections are excuses to educate and bring you greater credibility.  Even a very legit objection is merely a glimmer of doubt that can be diminished with knowledge.  

By not giving up once objections pop up show the client you're willing to follow through and are worth considering.  The objection is usually the weak link for a salesperson that does not understand their job of becoming a marketing expert that considers the business, competition and market in their proposals, believing the research will lead to addition future orders, beyond the first campaign.

I say I welcome objections because it allows me to explain why I believe in what I am offering to be a wise choice for the client.  I tell them I don't want them to .have any doubts.