Barrett Media produces over 20 stories per day on the music, news, and sports media industries. Stay updated on the latest happenings by signing up to receive our newsletters straight to your inbox.
Recently, an excellent prospect emailed me, saying, “We don’t do much radio, but should we change our plans, we will keep you in mind.” The client has several locations around the country, including several in my area, advertises year-round in social, search, TV, and print, and is a good match for our formats. They employ a marketing director, not an ad agency, and they seem responsive to outside ideas because my outreach email was returned in less than 24 hours. Call me Lloyd Christmas, but I am choosing to think, “So you’re telling me there’s a chance!”.
Convincing solid prospects to invest in radio advertising can take time, but that’s our job, right? To break through with this type of prospect, here is a multi-step plan to address their hesitation and show the unique value we can bring to the table:
1. Find the Pain
• Research the current marketing mix: Look at their social media, websites, and TV commercials. What are they focusing on—new locations, products, pricing promotions, etc.?
• What is everybody else doing? If their competition uses radio, point that out in your follow-up. Any case studies or business articles that quote the results from this campaign are invaluable.
2. Build an easy entry point
• Offer a shorter, event-specific campaign: Instead of selling a 13- or 26-week schedule, propose a tie-in event, like a grand opening, station promotion, or a charity tie-in using on-air talent.
• What’s their KPI? Show how radio can drive foot traffic, website visits, app downloads, Google searches, and whatever else should be important to them.
3. Make it Personal
• Endorsements: If any on-air personalities are known fans of the client or category, feature them directly in your pitch. Use spec spots to bring the idea to life and give them something to play for their other decision-makers.
• Events: Highlight how the prospect can partner with station hyper-local major station events to drive on-site engagement and community goodwill. Find their charities and reach out. If you set up the event to make them look good and all they have to do is show up, sometimes, everybody wins.
4. Follow Up
• Email: Once or twice a month, find a relevant example of a business with a similar reluctance toward radio that saw positive results. Dig deep. Ask other salespeople who have that category of client on air. Make that appointment on your calendar. Do it.
• Be ahead of the Seasons: Use seasonal ideas at least two quarters ahead. Sell Christmas in July. The bigger the company, the further ahead it needs to plan. Figure at least six months and often a year.
Staying top-of-mind and presenting local ideas with your talent can help prospects say “yes” without abandoning their existing strategy. I am telling you, there’s a chance!
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.
