I think I know the answer to this....
I have an appointment on Monday with someone that has never been on the air with us....they are a large furniture store that has expressed interest in the past in family type promotions....
the last AE on my desk had a meeting with him.....the decision maker just happens to be an ex radio on air personality.....that is what the notes from the last AE said....
I called him several weeks ago and he expressed that our demographic wasn't female oriented enough for him....so I pulled some qualitative profiles for him and sent them via email.....along with a nice note and a thank you....I also sent them snail mail....just in case.
For the next 3 weeks he was out of the office quite a bit and I couldn't get through to him. Today I called him and he immediately accepted my request for a meeting. he chose the time and said he was looking forward to it.
I told my GSM, she was ecstatic..they have been trying to get back into him for 6 months apparently.
She immediately asked me to take the current family-skewed promotion we are running in March. She didn't mention a CNA or anything..just wanted to be sure I presented the promotion.
I'm not sure that is the right angle. I honestly think I should go in and just chat with him about his needs before i tell him his needs. Perhaps at the end of the meeting I will leave him with some talk about the promotion and how it would be perfect for him....but will it?
I don't want a hit and run client...that just does a promotion for the sake of it being a good fit. I want someone that signs an annual with me and I bring him promotions in addition to that annual. am I right?
My goal is to get some annuals...I don't have ANY right now...none. My desk is littered w/ agencies that buy when their client is ready.....we never know when and we never know how much. As of today, I only have 65k in orders put in. I have some larger sorta semi annual accounts.....but nobody that is on every month for the year except a company that has bought show segments for the year amounting to about 6k for the year.
Am I way off base here?
Shouldn't I find out what this guys' needs are before I jump in with a promotion?
The big question is this...why does my GSM and even one of the senior AEs in my office always present promotions to clients instead of going the more traditional route? They pitch the promotions as a flat rate price...then tell the client they will get a schedule with that money PLUS the promotion...what am I missing?
Please forgive the questions...and if they are repeated I apologize.
Thanks in advance.
I would never want to second-guess your manager, but I believe it is important to build trust with a client before presenting any kind of a promotion or schedule. What is it that the client really wants? What does your station do best, and can it help the client solve any of his real or perceived marketing issues? If you take in the "promotion of the month," are you perceived as a peddler, or a partner? What do you think?
One of my favorite ways to explain advertising to a client is this: Successful advertising is nothing more than a compelling message repeated often. If the client is willing to make a committment (and your station can be positioned as affordable), to do just that, then you will probably have a client for a long time.
Okay so you want to sell annuals and your manager is trying to get some NOW money on the books. These two goals are NOT mutually exclusive!
Many businesses, especially high margin high cost like Furniture like a mix of branding and promotion. You CAN do both. I would suggest that you first lay up your idea for the annual. I suggest no less than 8 ads per day per station on the days you choose to advertise (making damn sure Saturday is one of those days). I suggest a daypart of 3PM until 10PM (yeah I know what you're thinking, but do some reading on how people use Radio). Then, along with the annual, set in the budget for your stations promotions on a calendar! If your station is like most they do the same promotions every year that they have been doing for the past two decades. So lay in the Drunk Driving messages, the Christmas Music Sponsorship. The Fourth Of July BBQ Bonanza or whatever other stuff that you think fits.
But before you do anything.... get the CNA completed!!! You need to know the answer to one question: "What is the single largest misconception about your business that drives you crazy". THAT is the key. You can figure everything else out on your own (including average ticket, margin, closing ratio etc. FYI: Average Ticket furniture store nationally is $730. Closing ratio is about 20 to 25%. Margin is keystone AFTER sale mark downs).
Your manager is not wrong and neither are you. You are serving three masters. Get all of their needs together and you WILL succeed.
And one last thing... if you REALLY want annuals... and are willing to do the work... present THREE annuals each week, each with three spec ads attached, after doing the three CNAs the week before and I will GUARANTEE that you will close 33%!
http://video.google.com/videoplay?docid=4322677434794016792#
I've learned after seven years in sales to trust my gut in regards to my clients wants and needs. You mentioned your potential client was formerly in radio. Maybe he agreed to finally meet with you because you seemed different than all the other radio sales people he has seen (and been irritated with). Bring your March promotion (and several others) with you, but don't stuff it in his face until after you visit about his advertising goals.
I've run into the same conflicts with my Station Manager because I don't bring three proposals at three pricing levels, along with three spec ads, and a partridge in a pear tree on my very first visit with a client. This is how we get our bad name in sales! We are overzealous to walk out that door with a signed contract! It works against us, and I wish everybody would just stop it! Arrive eager to genuinely learn about your client's business, his advertising needs, and be prepared to tell him how you and your station can help him achieve those goals. After you meet, ask for another appointment to present your ideas. The time and attention you invest should make an impression, and hopefully the sale! You're on the right path. Best of Luck!
I like this approach, Pam! Thanks.
Great info.
