While the consultant sales technique has many benefits, there are also some potential drawbacks. It isn’t right for every salesperson or situation. I was never a fan of the method for newer salespeople and using it when an intelligent rate and package of spots will do for now.
What is The Consultant Sale?
When we sit down with a client, go over an in-depth CNA, and then return to present annual marketing campaigns, that’s a consultant sell. When we present unique insights and custom solutions- nothing off the package deck- that meets the client’s specific needs. We do extensive client research and consult with many other people at the station. It is all to be the trusted rep who gets it and knows all. If you know when and how to execute that, you may have a job in Memphis for you.
The Rookie’ Consultant.
How can a new AE act as a radio advertising consultant? It’s not easy to provide custom solutions to a specific marketing challenge for a business when they just graduated from 1 month of video training. Why would you wind up a new person with six stations, spot, digital, NTR, endorsements, play-by-play, production, and internal paperwork, and turn them loose to be a consultant on all that? None of us are experts in all those subjects!
Consider teaching the rookie how to make radio work for an industry they are very familiar with, like a business they grew up with or last worked at as an employee.
The Time Waster
The Consultant Sale can be time-consuming and resource intensive. No matter the experience level of the rep, when you invest significant 8 am-5 pm time and effort into understanding the customer’s business, identifying the pain points, and selling an annual custom solution using all station assets- it better be worth it.
A long research and sales process requires a high degree of product knowledge and a good client. The client needs to be empowered to make decisions and understand their challenges. We have all worked with clients who don’t have that information. All they know is not enough customers want their business at the price they want to sell it. We need to guard against energy sucks and look for chances to be the consultant. And know the difference between the two.
Slam and BAM
Some clients want a slam-bam relationship with their rep. They want a rate and schedule and will or won’t buy your stations. They are not in it for a long-term relationship yet. They know what they are selling (new restaurant), how long they want a schedule (grand opening), and have a budget. Don’t go consultant sell mode on these buyers.
Some buyers don’t know the answers to deep CNAs or don’t care. And they are tired of the growing amount of salespeople calling on them. Maybe they are just messengers but want to spend money. Make sure you qualify your leads. Did they contact you? Did you cold call them as a good opportunity in a hot business category?
We have all misread buyers by doing the initial consult and coming back with a proposal, and you are too late. The competition cut a deal on the spot and took the whole budget or your piece. Read the room!
By knowing when to streamline the process and when to dig in and invest in a long-term relationship, you are respecting the client’s time. And time is money!
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.
