When I first started my job, my boss was explaining to me that it was important to stick out and leave a good image the first time you met someone. He used to pick up fresh baked loaves of bread and give his card that said something clever like "If you are ready to make some DOUGH, give me a call".
I have been wanting to partner with the best local bakery to trade cookies for commercials (as well as having a paid schedule) to give to people when I cold call. I was thinking either of getting my business card put onto a cookie (and giving a real one as well).
Have any of you done something similar, or have an idea of a cute cookie idea or play on words that I can use? I am excited to start using this tactic!
Kinda cheezy. Two things...
Be a professional. Plays on words...tactics, prizes. They've all been done before to different degrees of success. Honest offers of assistance backed up by results and reputation win every time over the hucksters who use gimmicks. Not saying you're using a gimmick...but they've already been called on by every sales person in the book using all kinds of these things.
Spec commercials work. Instead of a cold call, how about stopping by and saying..."Hey, I wrote and produced a radio commercial for your business, would you like to hear it?"
One time along time ago, a sales trainer taught me a lesson. he called it "the difference between a call from you and a call from Bill Gates". What he was saying is that if the phone rang and it was Bill Gates, you would probably runover broken glass to take that call. The reason? Bill Gates is known.... known by his accomplishments and by his connections and you would want to connect with him!
The question comes.... what have you done to build up your personal value to the business community, and this person in particular? Do you have a reputation before you walk in the door? So maybe you are a Rotarian... but do you do more than eat lunch? Have you made an impact that is notable?
In our business the answer is to show your value and to stand above the rest BEFORE you walk in the door. If you know what your competitors are doing and what your compatriots are doing and you are no different then you do not EARN a call back. But, if you have already done half the work before you walk in the door.... know about their business... know of their competition and competitive challenges and are ready from day one to HELP (not just sell :30's and :60's)..... before long a call from Laci will have the exact same impact as a call from Bill Gates.
This past year I've had a local bakery prepare a dozen gift baskets with cookies and one big sticky-bun in the center.
I spend the morning delivering the gift baskets to great clients. I include a card thanking them for doing business with us and saying "when locally-owned businesses stick together, everybody wins." We use that on the air promoting our Buy Local initiative as well. Never, in 34 years, have I done anything that gets as positive response as these gift baskets.
We also give all clients coffee mugs with M&M's and a note, "You can advertise on radio for peanuts."
Perhaps adding cd with a spec spot is good to add to the cookie gift....then it's all about them!
Laci, I have to strongly agree with Greg here. This to me is an example of why radio sales gets so little respect.
My response is going to be a little strong but I like your enthusiasm and desire to be different. Here's my suggestions: do your homework, study the business and the category, take a look at how they show up in search results, ask intelligent questions about objectives, obstacles, growth goals. Know something about their average sale and profit margin. That knowledge will help you to create the right separation image with a business owner and enable you to intelligently produce an ad campaign that will produce results for them.
That's what will set you apart; not showing up with a loaf of bread and hope. That might be a nice gesture but only AFTER you make the sale. I think your boss needs to forget what was done in the 1970's. I don't think this really worked then and I know it doesn't work now. Good luck to you!
NIce!
nice!
Seriously David?
How are you going to learn what specific copy points to use if you don't spend some time with the prospect first? Putting together a spec spot is a great idea but doing it without the input of the business owner is a bit presumptous, don't you think? I think that sort of falls into the old sales trap of assuming you know the answers when you haven't put the time in to learn them first. Just sayin...
Steve,
This could go either way. Looking at it from a positive point of view,
IF:
1) there's ample information on the client's business (product, service, industry, customer profile) available online, and
2) the sales rep has been in the business and market long enough to have a handle on the problems or opportunities the prospect is likely to be facing, and
3) the rep is also able to figure out what needs to be said to the prospect's customer to motivate the latter to respond appropriately,
...then it's certainly conceivable that the radio station could create and present a relevant, resonant, air-quality demo to present to the prospect, getting their attention, respect, and ultimately their business, without having to have a meeting.
Not saying this is the best way, only that it's a distinct possibility.
Illustration: a new barbershop or hair salon opens; their signage in the window says "walk-ins welcome; 5-minute maximum wait time; scissor cuts our specialty." Wouldn't that be sufficient information to create a compelling spot to put the new shop on your listeners' radar?
Wow, super idea, Roger - spot on!
