The best money in this profession is made off of repeat sales. That means your clients, especially the newer ones, must TRUST you.
Radio advertising is the ultimate subscription sales model. If clients trust us to provide the desired result, they will give us their money again and again. We are not vending machines providing a one-time sale. Ask Damon Amendolara if he would buy advertising from Audacy right now.
Building trust with new clients and star employees like DA is essential for establishing long-lasting and profitable relationships. If you use some of the strategies below, you can build trust immediately with a new client. Once you get that trust, your client will gain confidence which will turn into loyalty and, ultimately, business growth for both of you.
Here are five critical approaches and actionable tips for building trust with new clients.:
- LISTEN AND UNDERSTAND: During a new client meeting, actively listen to their goals and objectives for their ad campaign. Nod your head, shut up, look them in the eye, and write essential points down! I never trust salespeople who don’t write down important things I tell them. Make sure you ask probing questions about their target audience, what they want as an outcome, and any specific events or programs you air that they may want to target. Take notes and demonstrate you get it by spitting back their goals to them and waiting for their response.
- MAIL CARRIERS DELIVER: You get your mail six days a week. You trust they will be there no matter the weather. So, for example, when you pitch a campaign to a new client, outline when the spots air, how often, and what reach they can expect for their campaign. Provide examples of previous successful campaigns and demo how you can deliver similar results for them. Once you cut the deal, ensure you get the schedule in and that it airs as promised. Check in with them while it airs to see if they remember to listen or have heard the ad. Play it for them if they haven’t.
- VALUE ADDS: Forward them highlights of industry trends and insights about their business. Show them our data-driven audience research on your demographics and the impact of radio campaigns on brand awareness. Send short case studies highlighting successful campaigns and explain how your expertise made it happen.
- LET THEM SEE THROUGH YOU: When you discuss rates, be transparent about the different rates for different dayparts and different days and the potential reach of each one. AM drive isn’t 7 pm-12 midnight, but it’s well worth it at the right price. Explain any limitations or restrictions related to scheduling ads when play-by-play interrupts. Be honest about the expected response rates and set realistic expectations about their results based on their budget and campaign length. Show them the campaign frequency and when this is enough to break through the clutter.
- BE CONSISTENT: Establish regular check-ins with your new client to provide updates on their ad campaigns’ performance. Promptly respond to any inquiries or concerns they may have and follow up after campaigns to discuss the results, address feedback, and explore future advertising opportunities.
Don’t be a vending machine or one-time-only salesperson! Once they trust you, they will be back again and again.
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.
