I think it is great to ask for long term business. It is even better to know what you offer a client who agrees to a long-term contract. Often we are told to sell annual business or 6-month contracts. Why? Because we make more money and it is better for the advertiser to get results through consistency and total audience exposure. So, we pitch a better rate maybe for 6 months or a year and tell the client that staying consistent is the best way to get results. And we do it over and over with mixed results.
I think we should do more and get more!
Think about it from the client’s point of view. What will you do for them during the contract? That would require us knowing what we can and will do. And we do more than we think.
We can schedule client meetings to consider copy, get briefed on how the business is going, and stay on top of collections. This should be monthly.
When we write the proposal, we can include brief copy points, promotions we will include them in and remotes. Explain how we will tie them into key holidays or station events. I build a 6 month or annual marketing calendar for the client.
We are also creating expectations for the client on how we are going to perform for them vs. how other reps will flying by the seat of their pants.
It seems like a lot of work, but it doesn’t have to be. Just build a bullet list by month and give a brief description. Put some thought into it, ask your PD or Promotions Director for input. And don’t worry if the client says no, you now have a great template for another client who could say yes, and you don’t have to put as much work into it. Often in fact, I have built enough trust with the client that they will cut me off before I finish the presentation and they say yes and let me execute the details.
And don’t forget to preset the meeting a month before the contract expires to give them an exclusive extension period. At this meeting you will have a special offer for them to renew for another term that will be good for 24 hours only. Yes, they can sleep on it but that is it.
By controlling the meeting flow, you really have the best chance of gaining the client’s trust and preselling the idea that the client needs to be prepared to make decisions. Try it, you will like it.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
