Monthly Archives: October 2016

Sales Ain’t Baseball

How many times a year would you welcome your insurance salesperson dropping by to ask how things are going, or worse yet, to ask if you’d like to buy more insurance?

If you are like most people, you are too busy to entertain regular visits from an insurance salesperson unless they deliver helpful or valuable information to you on every visit.

Your clients are no different. They are busy, multi-tasking people, with no time for the amateur salesperson who drops by to “touch base.” Advertising sales is not like baseball. You don’t win by touching base. You win by having a valid business reason for every contact.  A valid business reason is any reason that benefits your prospect or client.

Planning and preparing a valid business reason for every contact will place you head and shoulders above the salesperson who interrupts a business owner to touch base.

Click here to arrange an online overview of how our SoundADvice radio e-marketing system can give you a new valid business reason to contact your clients every week.

Out of the Way Places

Local radio, TV, coupon envelope, Yellow Pages and newspaper salespeople in your market have beat main street retail to death.

But there is radio money hidden in the out-of-the-way industrial and commercial corners of your market.

Many factories, warehouses and other non-traditional retail establishments have something to sell to the public.

Simply drive around those areas looking for their signs. You’ll see small signs in some windows saying things like ‘Open to The Public on Saturdays”

or ‘Wholesale and Retail’ and ‘Factory Outlet’.

Many have occasional product over-runs, discontinued lines, scratch and dent items, or simply need to clear product to make more room. Others will delight in being able to sell to the public for higher prices than they can capture in the wholesale market.

You’ll also see ‘help wanted’ signs in businesses that you can sell recruiting campaigns to.

There are a number of advantages to going where your competitors have not tread.

One is, you won’t get beat up on rate. These businesses are usually shocked at how low your rate-card rates are.

Another is, they’ll get amazing results. Your audience is always looking for bargains, and are delighted to hear about the savings at these factory locations.

You might even consider creating a Factory Outlet Directory or Warehouse Sales Directory on your website for these out of the way places.

These aren’t easy sells, because most of these businesses have not advertised in the traditional sense, and have no ad budget.

But when you do sell one, they’ll get results, and you’ll have a client for life!


P.S. Click here to arrange an appointment to discuss how our TOMA (Top Of Mind Awareness) surveys and seminars can also help you find new revenue sources as well.

Stop The Madness!

Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.

What are you thinking?

Probably one or more of the following;

1.)  Who or what makes the car ‘valued at’ $100,000

2.)  Why are you knocking $50,000 off of the alleged value?

3.)  Is it stolen? Is it defective?

4.)  If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.

5.)  If it sounds too good to be true, it is too good to be true.

We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.

Here is the thing; when you make a presentation, do you prove and validate the value you claim?  And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?

Or, do you just leave your prospect thinking;

a.)  You’re desperate

b.)  You have misled them and inflated the value

c.)  You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.

Do you want to improve your closing ratios and the size of your average order? It’s all in the way you present your value. Click here to discuss how ENS Media can help you make bigger, better, and more believable presentations.