We have been reading that the traditional selling model has been dead for a few years now. Buyers today, some say, don’t react to a simple phone call, pitch, and close formula. That may be true. No matter what type of radio buyer we deal with, it is safe to assume they have access to much more information than any buyers did 20 or more years ago. They are more informed, have options at their fingertips that don’t include using salespeople and don’t phone in as often looking for help. We better consider changing our tactics.
Research from Gartner indicates that B2B buyers only allow for 17% of their time to be spent meeting with potential suppliers. And, if you have ever tried to slow down a busy store owner long enough to consider your new digital package or afternoon endorsement, you know what I mean. Radio operators have long known that agencies didn’t need as much attention as a direct business because they pay them 15% to place the order and pay salespeople way less to insert it.
How much time do we spend selling to and with agency media buyers? Not much.
We can focus on what we can control, and that is direct buyers most often. And we can do a better job of understanding how to assist our clients through their buying process best. I have adapted Gartner’s six B2B buying “jobs” that clients must complete to their satisfaction to make a deal with you.
Let’s consider that this sales process is with a small business owner. This client is multi-tasking daily operational issues, product suppliers, and long-range planning like buying radio advertising for 2022.
- Problem identification. “We need to do something.” The owner knows they have a store traffic issue, declining sales, or market share. Or they have a new location opening or are changing their name. SOMETHING on their end has sparked a need. It’s our job to know what that “something” is and help them with this problem.
- Solution exploration. “What’s out there to solve our problem?” This is the action step when the owner starts asking around, searching the internet for other businesses in his category, or talking to his manufacturers’ rep or national ad agency. They may even appoint someone internally to head up finding the 2022 plan. They may even buy a plan from an industry consultant. Our research with a specific proposal is what is needed at this moment. A white paper with our case history of helping a similar business. A 3rd party endorsement. This is a “job” that we can help fill. The busier a store owner is, the more likely they will find someone they trust who will do it for them and report back to them with the plan. Can you be that someone?
- Requirements building. “What exactly do we need the purchase to do?” This can slow down the process. This is where other feedback comes in, and we need to have been as objective as we can about what our plan can do and how it can complement other activities the client has on board. It is wise to complement ad buys already in place, so they don’t need to dive into too many ad buying processes at once. This job also demands clarity, so the client knows what they want.
- Supplier selection. “Does this do what we want it to do?” Here comes the comparison shopping. We need to explain, email, or white paper the results of your ad plan. Metrics can come into play here, so knowing the clients’ numbers for average sale, annual and lifetime value of a client, and customer turnover rate can be crucial.
- Validation. “We think we know the right answer, but we need to be sure.” Buyers remorse could be hitting! Or, your rates may be shopped. The client may ask a friend who does business with your station what he thinks about his plan. Make sure your client has a list of other clients you have helped and make them as high a profile as possible. They may know that person and will source you. Provide “why radio ?” bullet points so the client can defend your plan to whoever he seeks for validation. Beware of the manufacturer who says radio doesn’t work.
- Consensus creation. “We need to get everyone on board.” This could be the step where a business partner or accountant doesn’t agree with your spending level. Or the commercial is played for a room full of employees. Bombproof the client to know how to defend your plan.
It would be nice if these jobs all happened in a particular order, but they don’t. Be prepared for any or all of these jobs to be mastered, and make sure you apply for all of them.
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.
