Monthly Archives: February 2016

What You Say First Counts

Reporters know the most important part of their story is the headline. If your headline does not capture interest, the story won’t be read or listened to.

 And your creative writers know that same rule holds true for your commercials. The first three seconds will either capture your listeners’ interest or ambivalence.

 So, if what you say first is so important, why are the cover pages of your presentations so irrelevant and boring?

Most radio sales presentations begin with something like “A presentation for (Name client) from WKRP prepared by Herb Tarlic on April 1st

Wow, now there’s a cliff hanger that will have your prospect sitting on the edge of her seat in anticipation of what’s to follow.

Why not say what’s in it for the client right off the top? You know about the power of benefit statements, and if you’ve done your homework, you know what benefits will appeal to each prospect.

Beginning with something like “A Presentation for Name Client to Attract More New Business in 2016 prepared by Herb Tarlic, WKRP” or “A Presentation to Drive More Traffic to Your Website, from Herb Tarlic of WKRP” will surely attract more interest than a presentation that begins with name, rank, and serial number.

 Click here to arrange an online overview of how our new SoundADvice video series can help your account executives present presentations that sell.

Pricing

You know that consumers who don’t want Coca Cola, don’t buy it because they’ve received a 50% off coupon. Consumers who redeem those coupons were already in the market for Coca Cola.  They just paid less than they had planned to pay. So Coke not only took a hit on the profits, they also had the added expense of the coupon distribution. Huh?

You also know that buyers who buy based upon price alone, have no loyalty, and go to the cheapest vendor the next time they buy.

You also know that ‘winning’ by offering the lowest price is a never-ending downward spiral as competitors enter that race to the bottom. As Roy Williams says, “Discounting is the cocaine of marketing”.

So…why do you have one day sales and engage in expensive ‘key’ programs?

Why not train your salespeople to sell your product for what it’s worth, and help your advertisers get better results from their advertising?

In the long haul, it’s ROI that dictates what business decision makers are prepared to invest with you, not bottom feeding at the price trough.

 P.S. Sorry if this offended you. We didn’t target you specifically. All of our readers received this week’s ENS on Sales.

Again, to quote Roy Williams, “The risk of insult is the price of clarity.”

Sincerely,

Wayne Ens
705-484-9993