Monthly Archives: September 2014

The Science of Selling

It’s a scientific fact, that for every negative, there is a positive. Unfortunately, our friends across the hall in news and editorial seem to get an adrenaline rush from focusing on the negative.

A recent Associated Press release was headlined, “US Job Growth Drops to 142K, Slowest in 18 Months.” The first sentence began with, “A surprising drop in hiring…..”  The writer didn’t get to the positive until deeper in the article when he said that the unemployment rate fell to 6.1% from 6.2%.

My headline would have read, ‘US Economy Continues to Add Jobs’ and I’m more likely to focus on the employment rate, at 93.9%, rather than the unemployment rate of 6.1%… But that’s why I’m in sales.

When your client expresses a negative, it’s up to you to find the corresponding positive. It is almost impossible to persuade a prospect the negative does not exist, but it is possible to help them see the positive in that negative.

For example, a prospect might say your station “doesn’t reach everyone” and they’ve decided to use direct mail because it “reaches every household.” It’s an uphill battle to change that belief. But, you can talk about the difference between ‘reach’ and ‘influence.’ While a direct sales mail package might be thrown in every mailbox, only those that are welcomed and opened can influence the household.

You can quickly turn your perceived negative into a positive by admitting your station doesn’t reach everyone. You can then explain that those who do tune in welcome your station and its advertisers, as opposed to receiving unwelcome junk mail… It’s called ‘junk’ mail for a reason.

You’ve probably seen signs that say, ‘No flyers please’… I’ve never seen a sign saying, ‘No radio please’.

Every negative or objection you face has a corresponding positive. Click here  to arrange a free online demo to learn to learn how you can become a member of the SoundADvice radio e-marketing system systematically makes radio’s case to your prospects positively and convincingly every week.

A Classic Assumption

He was told a twin-engine plane would be waiting for him at the airport.
Arriving at the airfield, he spotted the plane warming up outside a hanger.
He jumped in with his bag, slammed the door shut, and shouted, ‘Let’s go’.
The pilot taxied out, swung the plane into the wind and took off.
Once in the air, the photographer instructed the pilot, “Fly over the valley and make low passes so I can take pictures of the fires on the hillsides.”
When the pilot asked ‘Why?’ the photographer responded, “Because my TV station wants some close up shots for the 6 o’clock news.”
After a strange silence, the pilot stammered, “Ss so, you…you’re, NOT my flight instructor?”

All too often, in our hurry to capture a sale, we make dangerous assumptions. The only way to avoid making dangerous assumptions is to ask questions.

Never assume that you are talking to the decision-maker, nor assume your prospects see value in advertising or that your proposal solves a problem your prospect agrees is a problem. You can’t even assume your client will keep the appointment you made without first calling to confirm the appointment is still on.

Ask questions each step of the way and you’ll have a happier landing.

Having a sales conference or convention? Consider having our ‘Becoming a Master Questioner’ sales workshop as part of your agenda to help your team develop superior questioning skills. Contact [email protected]

Zero Sum

In game theory and economic theory, zero-sum describes a situation in which a participant’s gain or loss is exactly balanced by the losses or gains of the other participants. If the total gains of the participants are added up, and the total losses are subtracted, they will sum to zero.

Radio is not a zero-sum game.

It’s time our industry recognized that radio is an infinite game. There is plenty of room for more advertisers in our media, and there are more than enough advertisers to go around. In fact, our research reveals that slightly over 80% of local businesses in most markets cannot even recall having been contacted by a radio account executive!

Creating more radio advertisers would be better for all of us, than fighting for share of existing radio advertisers.

Author and internet guru, Seth Godin says that authors recognise reading is not a finite game and that more reading, is better than less reading, even if what’s getting read isn’t  theirs.  Seth says “Authors often promote each other’s blogs and books, and tweet each other’s handles to their followers.”

Godin goes on to say “It turns out that in most industries in the connection economy, that’s precisely what works. When a business that’s comfortable not having 100% market share happily recommends a competitor, they’re sending a signal about trust and confidence and most of all, about feeding the community first.”

Are you feeding the radio community first? Are you making the radio pie bigger, or are you fighting for share of a shrinking pie to the detriment of the radio community?

Your competition is not other radio stations. Your competition is everything from direct mail to social media, and from newspapers to yellow pages and SEO consultants.

Our Winning in the New Media Economy local advertiser seminars and SoundADvice inbound marketing system are creating  more new radio advertisers every week…. to the detriment of other media, not to your radio brothers and sisters.

If you want to send a signal about the trust and confidence you have in radio, and create a bigger radio pie in your market in 2015 and beyond, contact [email protected]

Radio is Still King

One of my clients told me last week that “ENS Media is the closest thing Canada has to the old RMB (Radio Marketing Bureau).” Sadly, that’s probably true.

I’m sure the data in the Wall Street Journal article below,about the enduring value of radio, would be similar for Canada if it was available. If you have any data similar to this article, please forward it and we will gladly disseminate it for all to use.

In the meantime, I’m sure you can tell your clients they can assume the data in this article would be similar in Canada.
Thanks for your input.

 Radio Remains King of the Road 

Despite Rise of Digital Music

radio is king pic 1

People increasingly get their music through services like Pandora or iTunes, but that old codger – the radio – still rules the road.

More than half of Americans listen to AM/FM radio nearly every time they get in the car, while 86% listen to it at least some of the time, according to a poll conducted earlier this year by Edison Research and charted by Statista.

That compares with just 13% who say that most of the time they listen to some form of digital music, such as through an iPhone or MP3 player. More people – 15% – still listen to CDs when they’re driving. Digital-music use is higher when you look at people who say that they “ever” listen to it, but radio and CDs still outpace all forms of digital music.

radio is king pic 2

Radio also remains the most common way for people to keep up with new music. Some 75% say they listen to the radio to stay up to date, while 66% get new music from friends and family. YouTube and Pandora come in third and fourth with 59% and 48%, respectively.Younger people, though, are more likely to use digital sources. YouTube takes the top spot among 12-24 year olds, with 83% using the site to keep up with new music. Friends/Family and Pandora are tied for the second spot with 71%. Even among young people, 65% still use radio to stay up to date

Radio’s dominance in the car probably has a lot to do with its ubiquity and cost. The average age of a vehicle in the U.S. is 11.4 years, the oldest ever. That means most cars on the road were built when digital music was in its infancy. The iPhone was only launched seven years ago, and the first Android phone came out less than six years ago. The standard radio in 2003 may have come with a CD player, but it probably didn’t have an auxiliary jack for an MP3 player.

Consumer’s tastes in car stereos and what they can expect as standard are surely changing. As more cars are built with stereos that are made to connect with smartphones, digital music and Internet radio should start to be more popular on the road.