Harvard Business Review recently outlined some strategies for increasing sales during a pandemic. I have customized some of them for selling radio.
If you have been reading any business trades lately, you have gotten the point that none of us are going back to “business as usual” anytime soon. When this pandemic first hit, we all hoped that this was just a temporary blip on our radar screens. It wouldn’t be long, we hoped, until we would be back to commuting to the station, going out on sales calls or inviting clients to meals and games.
It’s time to look at this all differently.
THIS IS our new normal. The pandemic is on and we still have to deliver sales. So, let’s get to some new ideas on how to do business that can ring the cash register for everybody. NOW.
Here are four keys to selling more effectively throughout the duration of the pandemic — and beyond.
GET A CLEAR PICTURE
Do you have what you need to get the sales? A better camera for zoom calls, a stand-up desk, better wall background for video or just enhanced email skills?
GET HELP!
And while you are at, write down who the best targets are, why they would choose your station over the competition and what it will take to get a yes from new prospects. Every one of our competitors is fighting for even fewer advertisers right now. Make sure you have the best offer and try to see where you can gain a competitive advantage.
HIT NEW MARKETS
While some of your clients have dried up, others may be waiting for your your call! With Covid-19, RV sales have skyrocketed. HBR reported that sources are showing increases of over 600% from previous years. And these folks aren’t just buying an RV, they are changing their lifestyle.
They will need camping gear, custom furniture, portable satellite and great cell service. See RV, trailer, and camper dealers. Hit the RV rental market and RV campgrounds. Ask other AE’s who have a client on the air who isn’t buying your sports station and ask them why. Offer them an incentive if they help you get them on the air.
IMPROVE THE SALES EXPERIENCE
Create more value for yourself and station. Make your station stand out by including more people on sales or video calls. Do a sales call with an on air talent or promotions director who has an original thought. It’s now as easy as sending them a zoom link.
Hold a brain storming session with the production director and client about new pandemic copy. Put together a panel discussion for service industry clients or sports bars and restaurants. Invite them all on a video call to share ideas, frustrations, challenges and opportunities brought on by the virus. Get an industry expert to moderate the call. ADD VALUE.
The switch to remote work and virtual interactions may result in unexpected efficiencies — both in time and resources — that help you improve proactive customer outreach and create
THANK YOUR BEST CUSTOMERS
While it isn’t possible to see many clients face to face , we can still thank them in other ways.Send them some coffee in the mail and schedule a coffee meeting over zoom or conference call. Have lunch delivered after you talk business via zoom and just enjoy some conversation.
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.
