When we meet a new prospect or want to present a new idea to a current or former client and get on their calendar for a CNA or pitch a promotion, we must sell the past for a future opportunity. You don’t need sports radio sales experience to do it. It helps, though.
Getting clients to invite us to contribute significantly to their business requires trust and confidence. They are often unfamiliar with your work experience, how radio advertising works, or your station. But we have simple solutions to overcome this obstacle by highlighting your expertise, credibility, and winning personality! Here are some effective strategies to get buyer confidence to climb the sales ladder of success.
Track Record Selling
In radio sales, we need to go all out to make our intangible service REAL and tangible. By telling our prospects about past success, we do that. It could be our success with clients, the stations, or even how your idea has worked elsewhere for similar clients. This is a powerful way to establish credibility, gain trust and provide a Valid Business Reason (VBR) to meet.
Use concrete examples and any sales data about the impact of previous campaigns. Play spec spots. Show case studies or success stories to prove you, your station, or the idea led to tangible results for other clients. Invite them to read Google reviews. Find a track record and play it!
3rd Party Rescue
References from you or your station’s existing clients can serve as valuable testimonials and endorsements. Satisfied clients sell better than you do when it comes to getting value for your expertise. Encourage clients to share their positive experiences and consider offering incentives for referrals. Client references can build trust with new prospects who are on the fence about partnering with you and your station.
Go Network
Leveraging your professional network is an effective way to get appointments. Industry connections can identify potential leads and open doors. Go to industry events, network with colleagues, and engage in online communities to expand your network. Be yourself and offer what you know. Put yourself out there, and it will come back. Warm introductions are coming up!
Fake It Til You Make It
If you don’t feel likable or engaging sometimes, fake it until you come around. If you find yourself faking it too often – get out. There is another way for you to make money in the world. If you are the type of person who is genuinely interested in client’s needs and actively listen to their concerns, you are on your way. Empathy AND expert recommendations establish lasting impressions. One without the other will not lead to the promised land of more money.
You can get more appointments by providing concrete examples of success, utilizing your network, and having the right personality for this business. Sales is fundamentally a people-driven business; your past can unlock your future.
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.
