When you think about it, clients are like NFL general managers during the draft. They are evaluating all of us to see if they trust us enough to select us to make their businesses more successful.
While NFL teams may value production on the field, measurables, and scheme fit, our prospects are looking at different qualities and attributes in us that will make their business a winner. Let’s explore the Top 5 qualities of a 1st round-pick sports radio salesperson.
#1 You must know sports
To be a first-rounder, your prospect wants to see that you understand the sports industry. Why else would they buy a sports radio station? We need to speak their business language, know what they want to accomplish, and provide a unique solution on our station and for their business.
On the relationship side of the equation, sellers with inside information on their favorite team or player can be seen as an asset. Some buyers will use that information as clout with their circle of influence and will do business with you because you are an insider. So, know what’s happening with your teams, get unique insights from your on-air staff, and pick the right clients!
#2 Think outside the box
Our clients want access to our crazy P-1s who yell at their tv, cry when their favorite player retires and is a season ticket holder. Remind your prospects of who you provide access to and offer some excitement into their dull buyers’ life.
We can win when we sell title sponsorship of a college football parody song of the week, bring the big show to their business during rivalry week, and have hosts do Instagram posts about their business. You will stand out from the spot sellers who want an order and produce a generic commercial.
#3 Talk it out and LISTEN
Buyers come in all shapes, sizes and communication styles. Sometimes we have to decide to talk more or less, speak faster or with more empirical data, ask more personal questions or keep it strictly business. While juggling how we communicate, we need to show value to the client, not boast about our features. And, whatever style you choose, get the client to tell you what they want from you or at least tell them what you will provide and get their agreement.
Selling sports radio advertising is all about selling trust. Trust in YOU. Clients choose who they have confidence in and do what they say. Know what you are saying before you open your mouth, and remember that your goal is to be the go-to person for marketing advice and inside sports information. Be persistent, not pushy.
#4 Don’t quit
Media sales is a competitive and challenging industry. Some prospects will give you assignments to test your trust. Others will want a six-month mating period before they want to engage in a monthly business relationship with you. Look for clients who need the solution you are offering. The research will empower you to chase the right people and not let rejection stop you.
#5 Be flexible
Market changes to more digital solutions and social media influencer sponsorships mean you must stay on top of all your solutions. Be responsive to calls and emails, pay attention to the words you text, and plan how to keep on top of your client’s minds.
Be the rep who has the right answer at the right time. That means staying in touch with buyers through the purchasing cycle and working on prospects who are worth the effort.
You can be a first-round pick if you have the knowledge, know how to talk and listen, are creative, never quit, and stretch your abilities. Get the phone. Prospects are calling.
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.
