Monthly Archives: October 2015

It Ain’t Gonna Sell Itself

So you think your advertisers are flocking to social media? Maybe not.  Maybe social media salespeople are flocking to them.

Twitter, for example, invested a whopping 44% of their revenue in marketing and sales to capture a 111% revenue increase last year.

 Now, I’m not suggesting for a minute that broadcasters should have a 44% cost of sale. But you almost certainly are not going to experience sales increases by cutting your marketing and sales investments.

The good old days of only competing with a few local stations and the local paper are long gone.  Your prospects are being sold by the marketing automation software folks, social media salespeople, web designers, SEO folks, Google AdWords, and many more from around the globe every week.

 Click on this link to see what other publicly held companies are investing in marketing and sales

http://www.marketingprofs.com/charts/2015/28343/how-much-do-public-companies-spend-on-marketing-and-sales-infographic?adref=nlt082815

 Local radio is not going to sell itself.

          And….I know that you know the definition of insanity is to keep doing the same thing over and over expecting a different result.

What are you doing to increase your sales in 2016?

Our suite of  revenue-development products, from local Top of Mind Awareness surveys to our SoundADvice radio e-marketing system, is helping stations across North America to increase their sales.

Contact [email protected] to discuss how we can build a custom revenue solutions program to increase your sales in 2016.
Sincerely,
Wayne Ens
705-484-9993

Follow the Leader

The next time you are talking to a prospect who is infatuated by social media, try not talking to them about your ‘audience.’

      Instead, talk to them about your station’s followers or fans.
      I’m betting your station has more followers than your prospect’s social media page, and that they’d like to sell something to your followers or at least convert some of your followers to be their fans.

       Our local Share of Mind Surveys consistently prove broadcast’s role in driving more online traffic. Contact [email protected] to inquire about conducting a survey in your market.   

 

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Your Unique Selling Proposition

  If you have taken any marketing or sales courses at all, I’m sure you are familiar with the term ‘U.S.P.’, Unique Selling Proposition.

          But it is doubtful that you truly possess a Unique Selling Proposition.

          Most of your competitors have taken the same sales courses, read the same books, and follow the same basic sales process as you; prospecting, research, make the appointment, conduct a C.N.A. (customer needs analysis), present, negotiate and close.

          And if you did develop a Unique Selling Proposition that worked, your competitors would quickly adopt the same proposition and it will became the industry standard rather than unique.

          The U.S.P. you can have however, is a Unique Serving Proposition. Most of your competitors are so focused on prospecting, presenting and closing that they do not super-serve their clients.

          Tom Hopkins, the author of How to Master the Art of Selling and 11 other books on sales, says “Selling is Serving.” When you develop a Unique Serving Proposition you’ll truly stand out from your competition and capture higher renewal rates and longer customer relationships.

          Contact [email protected]  to inquire how our SoundADvice radio
e-marketing system can be part of your Unique Serving Proposition.

 

[email protected]

Becoming a Great Coach

Major League Baseball’s Washington Nationals, managed by ‘Mat the Bat’ Williams, will finish well behind the New York Mets, and miss the post season altogether.
          Mat the Bat had nearly 1,000 major league home runs during his career, but will now probably lose his first management job in baseball. Apparently, being a good player doesn’t necessarily prepare one to be a good manager.
          The same is true in sales. The salesperson who consistently ‘knocks the ball out of the park’, might not be a great sales manager. The skill sets for management are decidedly different from the skill sets for sales people.
          Having been a great sales person certainly makes it easier to capture the respect of your sales team, easier for you to help close sales with your team, and to recognize a great sales person when you see one.
          But managing, coaching, and motivating your team are skill sets you must learn and practice in addition to being a great seller.
          There are lots of great books and courses on management, leadership and coaching, and you owe it to yourself, your company, and your team, to learn the required skills as you transition from a great sales person to a world-class manager.
          Our ENS Media consulting program also includes a great two-step managing and coaching model to help you be a better leader.
Click here to contact Wayne to find out about our 2 Step Managing and Coaching Program

 

[email protected]