Cumulus Media and Westwood One’s Audio Active Group recently released eight outdated perceptions about AM/FM held by many advertisers and media agencies. They used insights from research leaders like Nielsen, Edison Research, Maru, and Advertiser Perceptions. As you can imagine, the #1 outdated perception is one that radio reps hear consistently in and out of business settings, “nobody listens to radio anymore.” Handling sales objections requires a blend of empathy, data, and storytelling. Here’s some ideas on how to handle it:
1. Acknowledge the Concern
Start by acknowledging the concern to show that you understand and respect their perspective.
Example: “I get why you might think that. With so many new media options available, it’s easy to assume that ‘old school’ AM/FM radio might not be as popular.”
2. Numbers can help
Research is sometimes the correct answer for a factually oriented person. Just by quoting numbers and a source, you can counter some skeptics.
Example: “However, according to Nielsen, AM/FM radio reaches 82% of us weekly. A recent study says you aren’t alone in that thinking- 82% is nearly double what many advertisers believe is happening. It’s like saying nobody uses keyboards anymore- doesn’t everyone use an Apple pencil?”
3. Get Real
Providing a case study or success story is a tremendous third-party reference, especially when the company is one everybody recognizes.
Example: “Home Depot ran over 51,000 radio ads during one week last summer. They saw a significant increase in in-store and online sales, and customers mentioned they heard about the promotions on the radio.”
4. Get to the real reason
When they say nobody listens to the radio, find out what they think is happening. The answer is usually podcasts, Pandora, or satellite audio.
Example: “Pandora, podcasts, and SiriusXM are fantastic for people who can afford it; most still prefer getting music and local news information and entertainment for free, especially when driving to and from work.”
One possible convo
Here’s how a conversation might flow:
Prospect: “Nobody listens to the radio anymore.”
You: “I get why you might think that. With pods, streaming, and satellite, it’s easy to assume that old-school radio might not be as popular. However, according to Nielsen, AM/FM radio reaches 82% of us each week. That’s nearly double what many advertisers believe.
“For instance, Home Depot ran a radio campaign in 2023 to promote their spring gardening products. They saw a significant increase in in-store and online sales, with many customers mentioning they heard about the promotions on the radio. They ran over 51,000 radio ads in one week last summer.
“One of the great things about radio is its ability to deliver localized content, making your ads more relevant and engaging to listeners in specific areas. Let’s discuss how your business can reach folks interested in doing things and buying stuff in your city.”
Read the seven other myths to bust about radio. By following these steps, you can at least address some people’s concerns and demonstrate the value of radios.
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.
I think there are some good points here, but I think the Home Depot argument would actually HURT me as a seller. Any local company can’t afford to buy 51,000 radio ads. So if I can only afford to buy 200, no one is going to hear it, and it’s a waste of money, if I can’t spend like Home Depot! Thoughts? Thanks!