Radio Sales Café

I work for a new station in NYC and have now developed a list of about 20 prospects that are high quality, mostly in education (the category I mainly focus on)...and I simply cannot get in touch with them!  I have tried emailing and calling with ideas, promotions, sample spots, sending stats/data on our listeners...no response at all.  Most of them buy our competitor station, so I know that we reach the right demographic for them.

 

I wanted to see if anyone has any suggestions on creative ways to get in touch with prospects to get your foot in the door?

 

Thanks!

Julie, If you can secure a copy of Chris Lytle's "The Accidental Salesperson," check out chapter 7 ("Getting In to See Anybody"), in which he outlines his system for seeding prospects with articles (by mail or fax) of interest along with your business card and a brief comment that demonstrates your competence and interest in his business. Quoting Chris: "Market yourself and your company as a resource and not just another vendor. ... While your competitors are inundating your prospects with product literature, price lists, and spec sheets, you are quietly establishing yourself as someone who understands and cares about their business and respects their time." The book contains some great graphical illustrations of this seeding process and the important follow-up: The Letter, a brilliant piece of work he shares word-for-word on page 99 of the book. Though he practices his craft on a much larger stage in recent years, Chris' roots are in radio advertising sales and he understands our business as well as anybody, and better than most. HTH. -Rod

RSC member Judy Closser posted this comment on the RSC Facebook page: Send cookies with your business card attached.

I had a similar situation here in Vegas with a tech school. I decided that I needed to build a relationship with the administrator of the school. The first appointment was just an introductory meeting and a chance for me to get my stations promotional items into the school. When the Administrator saw the students go crazy over the stickers key chains and, cds she was more open to hear about the station. After our third visit I had the buyer from the agency's information and a solid recommendation from the administrator. I closed an annual later that month and took 100% of the share.

Caller I.D. makes business difficult. One point I would make is, unless your company calls for it, expand your targets. There is other business out there. I had a rep working for me last year who declared she was going to target plumbers. I thought she said Plummer's, the furniture store.
Nope, she was going to specialize in guys who fix pipes. come on guys. There are still a few car dealers left who buy radio. My list includes a pet cemetery and a local Muslim Mosque. Specializing is limiting.

I call all sorts of businesses...but I believe that it is smart to focus on specific categories because you sound and ARE that much more intelligent. Also, I am a direct seller and my station reaches teens and 18-24 the best...CHR station...so schools with undergrad programs that advertise are generally a great fit.

I'd be very interested to know which types of promo items you brought to the school. Would like to find something my local college kids would get excited over.

Since you've tried other means of communication, you may want to try a cold call. You were "in the neighborhood", had a little time between appointments, and decided to stop by. Your only purpose is to set up an appointment. The more you're viewed as a busy professional, the more clients will treat you that way.

The biggest advantage you have right now is no one is even asking your audience to look at higher education in general and Higher Ed U in particular.

It is extremely difficult to do that being in NY...it costs like $30 just to go on a meeting outside of the city with car rental, tolls, and gas....one of the schools I was asking about though is now trying to get one of our DJs to spin at their event. I think its pretty ironic considering their marketing guy won't respond to me...but I want to use this to the station's advantage.

Hi Julie,

Exactly my experience presently. However, just like you, my fellow RSC friends has given me some tips that will help.

Sherna