From the May, 2011 Manager's Business Report (MBR):
Local business owners have become jaded by the dozens of media reps trying to get their attention each week. It’s no wonder as this is what they hear on their answering machines and see in emails from stations. “Hello, my name is___ and I wanted to let you know that we have a new talk station that would be a good fit for your business,” or, “Hello, my name is _____and I just wanted to see if I could get a few minutes with you to learn more about your business.” Or, “Hello, my name is _____ and I’m your new sales rep here at K___ and I just wanted to drop by and introduce myself.” And of course my favorite, “Hi, I’m _____ and I just wanted to come over and talk about your AAAAAADDDDDDVERTISING!”
What’s wrong with these approaches to getting an appointment with a local decision maker? Well, they don’t work. Why? Because they’re all about the sales rep and not about the potential advertiser. These approaches are shallow and vague. They sound pesky, boorish and cliché. Why should the business owner call back when your opener is all about you and not about him? Especially in this economy? If you want to get an appointment turn things around and make your opener all about the client and the client’s customers.
What keeps me up at night is thinking about what keeps other people up at night and I don’t mean leaky faucets, snoring wives or gassy dogs. I mean, what problems do people have that are causing them to lose sleep at night? Sure, the economy is making people crazy.
But there are other things as well. What about relationship problems? What if you felt that your spouse no longer found you attractive? What if you can’t pay your bills? What if you have a warrant out for your arrest? What about health-related issues? What about rotten kids? What if your parent or grandparent has Alzheimer’s and you’re going to have to move them from their house to a special home? What about fear about being the next to get laid off? Or, what if you don’t have reliable transportation? What if your kid just got his first driver’s license? What if you just discovered that your house has a foundation problem? What if you want to move but you can’t sell your current house? What if your 30-year-old kid and her infant son just moved back in with you? What if you’re having people over for the first time and you’re embarrassed about the way your house looks?
Once you identify the problem then you can think about businesses in product/service categories that could easily solve those problems. Then you formulate a creative strategy that goes right to the hearts of the people having the problems.
If I can identify and solve a problem that causes sleepless nights that’s not just another lousy commercial...it’s a public service announcement. I put a creative campaign idea together based on my discovery and then I contact the client with an intriguing headline that indicates I’ve found a way to bring him a lot more business.
If it’s a big enough idea I might say, “I’ve just discovered a hole in your advertising and marketing strategy that B-52s could fly through. I think over a five-year period it could easily be worth a million dollars to you. Then, explain what you’ve discovered.
Some decision makers absolutely hate their competitors. I could turn the previous headline around to say, “I’ve just discovered a hole in your COMPETITOR’S marketing and advertising strategy that pterodactyls could fly through. Call me.”
Or I could say, “Every time you advertise you’re discounting 30%. I just figured out a way you can attract customers without having to sacrifice your prices. I think I could help bring 30 percent back to your bottom line. Call me.”
Or I might say, “I’ve just discovered a way that when people thing about (client’s product or service category) they will only think about your business.” When I use headlines like these I almost always get a call back. And if I don’t, I take the same good idea to someone else in the same category until I sell it.
Paul Weyland is a broadcast sales consultant, trainer and author. He works with radio and television stations in every size market, helping salespeople and their clients come up with newer and more effective ways to reach out to consumers. His book, Successful Local Broadcast Sales is available at bookstores and online. You can reach Paul at 512 236 1222 or at www.paulweyland.com .
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I find that I am at my best when I do none of the above. It takes time out of the rest of my day, but Chamber of Commerce events and community dinners and such are great ways to meet DMs in a non-intimidating way. Yes, tell them you have an idea that could work for them, but remember, "This isn't the time to talk business. Could I call you next week and make an appointment?"
Gotcha. (Also got the business card with the cell phone # and the email address.)
