Monthly Archives: March 2011
You Are Not Selling Cars
You Are NOT Selling Cars
Radio Marketing Franchise
A Radio Marketing Franchise
- A recognized name and trade mark…..like your call letters.
- A protected territory….like an account list.
- Continuous product or service improvement…like your format and your audience.
- Training…..like the training you offer your sales people.
- Proven systems and procedures….like your traffic, ordering and billing systems
- Advertising and Promotion….like the on-air listener contests you run.
- Market Research …..like Arbitron, TOMA and other research you pay for.
Gift of Gab
Cross Examination or Celebration?
Cross-Examination or Celebration?
Sales rep with enthusiasm, “I’ve got some orders here for you to sign.”
Manager nonchalantly, “I’m busy right now. Just leave them on my desk and I’ll sign them later.”
Sales rep, under her breath in the hall, “I wanted the satisfaction of seeing you sign them.”
Foot note: the rep pretended to be joking, but you know where there is smoke, there is fire.
This really happened!
Every order needs to be a celebration….that’s what all of the training, prospecting, spec spots, presentations and rejections we encounter are all about. To see the outcome of our efforts become anti-climactic is unacceptable.
What does it feel like to your sales people when they bring an order into your office? Is it a cross-examination or a celebration?
Is your first reaction, “Couldn’t you get a better rate?” or, “Why didn’t you sell all of our stations?”
or is it, “WOW! Congratulations, I know you worked hard on this one”?
Sales people face grinding on the streets every day. You should not compound that discomfort. That’s not to say you can’t take the opportunity to coach them on how to get better and bigger orders, but the celebration should ALWAYS come first.
&tt;div style=”margin: 0in 0in 0pt”>The next time, and every time, a rep comes in with an order, smile, stand up, shake their hand and congratulate them!