Are you tired of radio ad buyers who don’t see the answer in your solution? If so, it’s time to embrace change in your approach for different results.
Belal Batrawy, listed as one of 20 sales reps to follow on LinkedIn, shares sales strategies for Business Development reps, SaaS salespeople, and anyone sweating out cold calls. Batrawy is an under 40 sales exec who since graduating from college in 2013 lists twenty-seven sales experiences on his profile. He’s learned a lot in a short time.
His expertise is highlighted in his sales newsletter “Death to Fluff.” This platform serves as reminder that he has learned better answers for ineffective sales methods, like excessive focus on sales leaderboards, the glorification of long hours, and overused motivational clichés.
Challenging some conventional sales technique, Batrawy steers clear of traditional system sales training programs like Sandler Sales, Corporate Visions, or Winning By Design. Instead, he champions a personalized and experiential approach, drawing insights from his own journey and the wisdom he learned from master sellers. He uses blogs, newsletters, and short-form videos.
One standout sales style that Batrawy endorses, particularly relevant for radio ad sales, is the W.I.N. technique. This technique is great for buyers who are mostly terrible at connecting the dots of your pitch. Batrawy warns us to not assume that when we describe a client’s pain point, lay out our feature or solution that they will connect that dot between their business and your proposal as the solution.
This strategy will only take 30 seconds of research before your next discovery or cold sales call. Here’s how it works: visit the client’s website, identify 1-2 of THEIR customers, and seamlessly incorporate their names into the conversation addressing pain points. Website. Identify. Name drops. This establishes an immediate connection by leveraging the familiarity and associations the buyer has with their VIP customers.
Batrawy advises steering away from merely name-dropping YOUR clientele. Instead, ignite the buyer’s thoughts about their own customers. For instance, suppose you’re calling on the in-house ad buyer or owner of A-1 Heating and Air, working with residential and large commercial accounts. Before the discovery call, explore A-1’s website and locate the NASACAR slide showcasing logos, case studies, or testimonials from their customers like Acme Corp and Brothers Construction. Here’s an opener you might use:
“I know how it feels when ACME Corp is thrilled about the big game and tells your salespeople that they just went as guests of Right Now Heating and Air. Or, Brothers Construction may have a team souvenir with your competitors’ name on it sitting on their desk as a conversation starter when your reps meet with them. I have solutions for that.”
Then, proceed with your pitch, addressing the customers’ pain points through relatable, real-world scenarios. Aligning the sales pitch with the values of the buyer’s customers establishes a connection and relevance.
Implement this personalized, customer-centric strategy for more meaningful connections with your clients, and W.I.N.
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.
