Bad news can hit hard sometimes with no warning. Losing a big play-by-play contract, an unexpected decline in ratings, or facing talent changes, like what The Ticket in Dallas is going through, can all be daunting.
As a sports radio seller, you hold the key to managing these situations and staying in front of the competition. Here’s how to handle bad news and keep your clients on board:
Tell The Truth-Now
Don’t delay telling your clients when shit hits the fan. You are the best person to be their connection to the station. Reach out to them as soon as possible, even before its public, explaining the situation and how it’s handled. By being open and honest, you build trust and bombproof that client from what anybody from the outside may tell them. They will have already heard it from YOU.
How does it impact them? Your clients may have valid concerns about how the changes will impact their advertising campaign. Maybe they had a team sponsorship or a recently departed on-air talent campaign. Tell them you know it sucks, listen, and understand their perspective. Assure them that you are actively working to ensure a smooth transition and will present some alternatives in 24-48 hours- or SOONER.
Go SportsCenter
While talent changes can drag a station down or the loss of a play-by-play contract can cause prestige to take a hit, play the station highlights for your clients. If you have been through it before, explain how it turned out better or to their advantage. The best station’s strengths extend beyond specific air talent or play-by-play. Emphasize the station’s dedicated audience and the value their ads bring in reaching them. Show them that your station’s foundation remains solid and has always survived these storms.
Offer Solutions
If possible, propose alternative air talent or sponsorships that play to the fans of a team, like a play-by-play sponsorship would do. Be open to exploring different options that could benefit both parties. Move the budget around, give them more value, and offer alternatives! Be flexible and showcase your commitment to being a problem solver in their favor.
Got Ratings?
The last time you lost talent or play-by-play, show them the rating results if it is in your favor. Demonstrate the station’s reach and fan engagement. If you were WFAN and lost Don Imus, remind clients that you hired Boomer and Carton; the rest is history.
Stay On It
During the transition period, stay on top of the latest and keep your clients in the loop. Regular updates will show them that you are proactively managing the situation, and they can wait until YOU tell them the latest. Rumors can affect their perception of your station.
Leverage Client Relationships
Strong client relationships are invaluable during tough times. You know who you can count on to stick with the station. Tell other clients about their loyalty and use their example as a 3rd party endorsement.
Offer Added Value
To thank them for their loyalty and understanding during the transition, hammer your managers to create temporary incentives or add value to your clients. Don’t let them off the hook on this. Unsold inventory, concert tickets, billboard sponsorships from 7a-8a and 5p-6p, and national play-by-play sponsorships can go a long way. Affected clients are essential- show them.
What doesn’t kill us can indeed make us stronger. Be proactive in communication, problem-solving, and making restitution. This is a chance for you to show up in a big moment. Do it.
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.
