Thanks to Jay Mitchell, editor and publisher of The Small Market Radio Newsletter for giving us permission to share these tips from Bob Doll, the founder of SMRN (which Jay featured in the September 16/23, 2021 issue):
18 Things a Radio Salesman Should Remember
by Bob Doll
Editor’s Preface: This early article from our founder has great information, but is also the product of its time and author. Nobody drinks at lunch anymore, and relatively no one smokes these days. And, given that the revolution was not televised, Bob’s consistent use of the male gender (with one exception) throughout the article can be forgiven.
1. Always drink less than your prospect. If possible, do not drink at all.
2. Don’t smoke until he does.
3. Wear a clean shirt every day.
4. Be kind to people in traffic and production
5. Never leave a copy or a spectate with the client. Why do you think the waitress takes away the menu as soon as you have ordered?
6. You are a salesman, not Hemingway. If the prospect doesn’t like the commercial—even if you are sure it is the greatest ever—don’t fight the man (or woman). It’s his dough he’s spending and he has a right to his opinion.
7. Get back to trouble fast. Tomorrow it may be twins.
8. Get all agreements in writing.
9. Don’t gamble on the prospect’s idea of humor. He usually won’t have a lot when it comes to his business.
10. Don’t guess. Say you don’t know. Reach for the rate card. Call the manager; that’s one of the reasons he’s there in the first place.
11. Keep a record of time you spend in front of a client. It will surprise you how little time you spend eyeball to eyeball each week.
12. Call on two new advertisers daily. It will really pay off.
13. Get to your customers. Do your clerical duties in the afternoon, when things are slow.
14. Know everything about the competitor, but don’t talk about him.
15. Always be enthusiastic about what you are selling.
16. Practice empathy.
17. A good salesman is not afraid to make cold calls.
18. Remember, there is less to fear from outside competition from inside inefficiency.
Everybody admires a good salesman.
at November 5, 2021 12:38 AM PDT
