I hate to burst your bubble, but your clients and prospects do not want top of mind awareness, they do not want a better image, they do not want more traffic….and here’s what might be a real shocker, they do not even want more sales……..
Your clients know they cannot send their kids to college with ‘awareness’, they can not pay their mortgage with ‘traffic’ and the can not build their retirement plans based upon ‘sales’. They can only achieve their goals with PROFITS.
It’s strange that we seem to understand the difference between selling features versus selling benefits, but yet somehow over the years we’ve come to think that features like awareness and traffic are benefits. Frankly, they are the features which can deliver the benefit, that benefit being profit.
Many media are frightened to take responsibility for profits, and claim their only job is to deliver traffic. Clients have grown weary of that message. They want media partners who are courageous enough to discuss increasing profits.
Morris Saffer built a hugely successful retail advertising agency on the premise “It does not take a genius to increase sales. Just drop your prices in half and they’ll beat a path to your door. The genius,” said Morris, “is in increasing your sales at a profit!”
Here’s the good news. The features which we deliver, like awareness, image, traffic and branding can achieve the profit benefit.
Many of our passive media competitors, like coupon envelopes, can only deliver sales with discounts or inventory clearances at a huge cost to the bottom line.
Do you have the guts to sell the profit benefit? More importantly, has your sales staff been trained to dodge responsibility for profits? Do they default to selling features like awareness or branding?
Or have they been trained to partner in profits?
NOTE: Selling to the profit motive is one of the key differences of the ENS Media Inc. training and consulting program. If your stations want to experience percentage sales increases consistently double and triple the industry average, let’s talk! (All ENS Media radio clients have increases in excess of 20% this year.)