Have you taken your boss on a sales call recently? You could build two relationships simultaneously—one with your manager and a better one with the client. The more trust between you and the manager, the more opportunities may come your way. And your client may be impressed with the expert “team” you put in front of them to solve their problems. You can make decisions on the spot and don’t have to see what your manager says because they are right there!
Sandy Cohen is the VP of Sales for Union Broadcasting. He has led sales teams for play-by-play and sports sponsorship sales for almost 25 years. Union Broadcasting holds stations in Louisville (ESPN 680 and 93.9 The Ville) Kansas City (810 WHB and ESPN Kansas City) and Wichita (ESPN Wichita 92.3).
Cohen prides himself on being a team builder and swears by the “two heads are better than one” strategy. He firmly believes that “two people can think of many solutions for local clients to grow and prosper- we do better with team selling.” So how do you handle a team sale? I asked for his advice.
CHOOSE WISELY
Team sell a client with defined issues and needs solutions—a client who buys radio but wants to freshen up an annual promotion or sale. Let’s say it’s an annual that needs renewing. Call the client and make the appointment.
Cohen adds, “Whoever makes the appointment is usually leading. Eventually, the Sports Marketing Consultant (what we call our sellers) must prove to be an effective and capable lead. We have a sales team for a reason. Each member must take the lead on account responsibilities and development.”
DO YOUR SHOW PREP
Share the meeting details with your manager. Get some ideas together before the meeting with your manager. Know the budget and what you want to ask for on the next deal and have some ideas on how to do it.
Ask for the boss’s input! Maybe you can split some of the responsibilities of having ideas and materials for the presentation. They can also help with pricing and timing before the presentation.
SHOW RESPECT
“I like to point out strengths that my coworker brings to the table as part of the introduction to build confidence and credibility right away,” Cohen says.
When you get to the meeting, introduce your manager, and tell the client that your manager is an expert in maximizing annual promotional calendars for clients with station assets. Let’s make a deal! Identify other clients the manager has helped in the market and the results. Suggest that with the manager in the room, they can answer any questions and decide on the spot.
TUNE-IN
While your manager or client is talking, you will be able to pay attention to what is being said and not be distracted by thinking about what you will say next. You can see cues, objections, and opportunities.
HAVE THEIR BACK
If your manager goes off the rails with a comment or story, or you do, have a signal worked out between you that indicates the meeting is getting off track. A tug of the ear or crossing and uncrossing of arms. Have last year’s agreement with you for reference.
BE THE RECORDER
Take the lead on recording important information like dates and promises anyone makes. Document any essential details, questions, or concerns during the call. Do it while others are talking. This will help you to remember the specifics of the conversation later.
PARTICIPATE
If you see an opportunity to improve an idea that’s come up, go for it. Show some initiative and prove that you can be in the moment and solve a client’s problem with station solutions.
FOLLOW-UP
Make sure you set aside time as soon as possible after the call to review the notes and discuss the next steps and any additional follow-up needed with the customer.
Team sales make the dream sales!
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.
