The landscape for small business owners is rife with challenges, often leading to a cloud of negativity about their future. Radio sellers can be a ray of light.
The September NFIB Small Business Optimism Index reveals that 57% of these entrepreneurs do not expect improved business conditions in the next six months.
Despite improvement in their outlook from last year, this pessimism is still at recession levels. The majority of small-to-medium businesses are concerned with Top of Form inflation and labor shortages. We must get on The Energy Bus and help turn these negatives into positives.
The survey conducted among small business owners laid down the reasons for their negs:
Economic Uncertainty: A significant percentage expressed concerns about the unpredictable economic landscape, making strategic planning and decision-making difficult.
Inflationary Pressures: The rising costs and inflationary trends have worried them about maintaining profit margins and sustaining operations.
Labor Shortages or Quality of Labor: Finding and retaining quality employees amidst the ongoing labor shortage has emerged as a considerable challenge, affecting business operations and growth prospects.
In the face of these challenges, putting on a positive perspective can become a guiding light for SMBs.
See the Concerns and Offer Support
Address Their Worries: Acknowledge their concerns about the uncertain economic climate, rising costs, and labor challenges. Don’t let them drag on and on about it. But make sure to show some empathy and understanding towards their situation. If appropriate, share experiences of other station clients’ challenges and how your solutions or products have helped them navigate similar situations. Watch their ears perk up when they realize they are not the only business having issues.
Be a Partner: Position yourself as a partner rather than just a salesperson. Offer insights and strategies you have heard or read about that can help them navigate through these challenges. Be well-read and a resource for change.
Present Solutions
Highlighting the Power of Radio Advertising: Showcase how your proposal can boost visibility, reach target audiences cost-effectively, and drive sales. Ensure you have a few different price point proposals that fit their budget. Don’t tell them to spend their way to success, especially on credit cards.
Success Stories: Share success stories of businesses similar to theirs that overcame challenges through effective radio marketing. Demonstrate how strategic advertising helped these businesses thrive despite economic uncertainties. This is your most powerful ally, and you must ask all the salespeople to share any success you can pass along.
Instilling Hope and Encouragement
Inspire Positive Vibes: Share uplifting anecdotes and stories of resilience to inspire hope and instill optimism in small business owners. Emphasize that challenges are temporary and can be overcome with the right strategies and a positive mindset. Recall how you watched businesses go through the same thing 2007-09. Please read up on those stories and pass them along.
Continued Support and Engagement: Maintain regular communication and send them stories you find. Stay engaged and offer hope by consistently being there for them.
The concerns SMBs have are valid. There is no argument there. However, amidst this negativity, we can play a transformative role. Before you go down this road, make sure you find the things to believe about why this business will succeed.
Focus on those positives. You are the person who is on the street dealing with dozens of local SMBs just like them. You are the voice of reason. Your positivity and support can drive their renewed optimism, and you will forever be seen as part of the Solution, not the problem.
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.
