Monthly Archives: May 2018

The 2nd Half

With Memorial Day behind us, the unofficial beginning of summer is here. In just 30 days (July), the 2nd half of your year begins. Are you ready? Is your team ready? Do you need to make any adjustments?

We have seen many different ways to set individual and team goals. Some do it at the beginning of the year and stick to them. Some do them every six months. Some readjust along the way. Any of these are fine and all are FAR better than not having goals at all.  Without a plan and discipline, it’s pretty tough to get to where you want to be.

Here is something to think about, and again, we have seen it done both ways. Are your reps setting their own goals or is management setting them? We highly recommend the reps set their own goals. It goes along with Henry Ford’s way of thinking, Whether you think you can or think you can’t, you’re right.”  Of course, like anyone, they may need some coaching and guidance. Goals too high and unrealistic are better than goals set too low, but both are dangerous and can have negative effects.

So, as we approach the 2nd half of the year, I will use the analogy of a coach at halftime.  It doesn’t really matter whether you are winning or losing at this point, either way, it’s time to make adjustments.  If you’re winning, don’t rest on your laurels.  Now is the time to dominate!  If you’re tied or losing, pump them up, readjust, give them a game plan with the tools to go out and succeed. If you believe in them, they will believe in you!

Now, go out there and have FUN, and have a GREAT 2nd half!

If your goals are to grow in 2018 and beyond, we can help. Click here to request an online overview of how we can help train and brand your stations and your account executives as professional marketing consultants.

What’s Your BIG IDEA?

How do you get advertisers to invest more money with you or renew with a rate increase, and how do you get that hard to sell prospect to consider adding your station?  Come up with and present a BIG IDEA!

Every day business owners and managers drive to and from work thinking, “How can I grow my business?”

They’re looking for IDEAS; small ideas, medium ideas and BIG IDEAS.  Ideas that make sense for their business.  The bigger and better the idea, the more they will invest.

If we are asking for more dollars (increased frequency) or asking for a rate increase (just because it’s renewal time) your chances for pushback and resistance are greatly increased. However, with a well thought out “BIG IDEA” you’ll increase your chances tenfold.

Your BIG IDEAS can be a campaign ad strategy, a musical image, an audio signature, a promotion, a new positioning statement or slogan. It can be anything that benefits THEM, and not you or your radio station.  Your summer car giveaway may be your station’s biggest promotion of the year, but it must be presented from the advertiser’s perspective to increase your chances of selling them.

We suggest you view every proposal before it goes out the door to ensure it has a customer-focused “IDEA”.  Selling “radio” can be challenging, selling ideas is easier, and selling BIG IDEAS, easier yet!  After all, all business owners want are IDEAS on “How to GROW their business”.

If you are looking to GROW your business in 2018 and beyond, click here to arrange an online overview of how we can help grow your revenue and help train and brand your stations and your account executives as professional marketing consultants.

The Biggest SEO Mistake

We were consulting one of our station’s advertisers, a veterinarian, who proclaimed they had just made a considerable investment in SEO…Search Engine Optimization, to get them to or near the top of an online search.

We immediately went online and searched for veterinarians in that market. They were nowhere near the top of the search engine page despite their investment.

The veterinarian was both amazed and disappointed, responding with “We were near the top last week”!

There-in lies the problem. While she was paying to enter the race to the top, her competitors kept upping the ante to win that race…it’s a never-ending race to the top that can change at a moment’s notice.

The only way an advertiser can be assured they’ll be found online is when their prospects search for them by NAME!

But, the problem is even more complex than winning the SEO race to the top.

Internet Guru Seth Godin says, “it is better to be sought online than to be found”.

In other words, the business that has created a pre-need, pre-search brand and preference for their business will always win that race, in two ways:

1.)  They will be sought and subsequently found.

2.)  The best marketers will have built their brands before the search so that when their competitors are listed, their prospects will prefer to click on them.

3.)  Our local TOMA (Top-Of-Mind Awareness) studies consistently reveal:

A.)  Proactive broadcast media will always be more effective than reactive print or digital efforts in creating TOMA

B.)  Over 80% of the population in every market prefers to click on a site for a business they have heard of, rather than to go to a site of a business they are not familiar with.

Have your account executives been effective in helping advertisers understand why broadcast is the most powerful platform by which to create Top-Of-Mind Awareness and generate more web traffic?

If not, we should talk about initiating a TOMA survey in your market.

Roy Williams says, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots”.

Click here to arrange an online overview of how our TOMA Surveys and Training can help increase your local-direct sales.

Your Internal Marketing Plan

The radio station marketing model is unique in that we serve three distinctly different target customers. Most other businesses only target those who can spend money with them.

 But in radio, we have three target groups that affect that “spend” and we need a strategic marketing plan for each of those target customers.

 One, of course, is our audience. Most stations do have promotional and marketing plans to attract and maintain audiences.

 Our second target group is our paying customers…our advertisers. Most stations are fairly effective at reaching and influencing this group as well.

 It is important to calculate the per capita value of each of your target customers. If a station has annual revenue of $2 million with a listening audience of 50,000 people, then each listener is worth $40. Using that same revenue base and a total of 250 advertisers, each advertiser is worth an average of $8,000.

 But it is our third target that is by far the most valuable per capita and yet we often have no marketing plan to attract, motivate, and keep these customers.

 The third target is our internal customers; our staffs. If that same $2 million station has a staff of 20 who sell, create, administer and invoice the $2 million in revenue, then each staff member is worth an average of $100,000.

 When the lights go off, your biggest assets go home! 

Do you have a marketing budget and plan to attract and create customer satisfaction for your most valuable customers…your internal customers?



The “Gift” of Gab

       Every once in a while, I meet a salesperson who proudly proclaims, “I’ve got the gift of gab.” In sales, that “gift” is more aptly described as “the curse of chatter”.

        Successful sales professionals know that sales is really more about listening than it is about talking.

        Those with the curse more often engage in product or feature-speak than they do in providing customer-focused solutions or opportunities.

        Customers don’t care how much you know until they know how much you care….and caring is demonstrated by listening.

        Listening is by far the most important and difficult skill a sales professional can learn and practice. The salespeople who annoy and alienate prospects the most are those who claim to be good listeners but follow every customer objection with a “yah, but….”

        There is no room for the word “but” in a good listener’s vocabulary.

To be a professional listener you need to:

1.) Earn the right to ask questions by learning something about the prospect’s business before you make a call.

2.) Prepare with open-ended questions that encourage the prospect to express their views and feelings.

3.) Demonstrate you are listening by taking notes. (Always ask permission to take notes. “Your input is important to me; do you mind if I take a few notes?”)

4.) Paraphrase and summarize what you hear. Don’t start a debate.

5.) Use the language and needs you hear the customer express when you make your presentation.

6.) Make certain that every benefit you present relates to a need you heard the prospect express.

       There is a lot more money to be made being interested than there is in being interesting. So why not shut up and make some money!