Monthly Archives: August 2021

A Little Dose of Good!

A friend of mine, whose opinion I value very much, sent this video to me the other day and I thought it was worth sharing.
In a world that seems divided, it’s a message like this that affirms there is a LOT MORE good than there is bad.
The video is short but powerful! I hope it inspires you and everyone that watches it to look for and see the good in people and in our world, more so than the bad.
Thanks for sending this to me Jim!
Keep Smiling!

What’s the Purpose of THIS Call?

As media reps, we make sales calls for a variety of different reasons. Depending on the stage of your relationship with a client, each call has a different purpose.
At the beginning of the sales process, we make cold calls to introduce ourselves. Beyond cold calls, we make calls to conduct a Q&A or CNA. We make presentation calls, follow-up calls, and calls simply to keep in touch.  Once the person becomes a client, we make service calls. The types of sales calls and reasons for calls go on and on.
Prior to every call we make, whether in-person, via the phone, email, or text, we should consciously ask ourselves this question, “What do I want to accomplish with this call?”. Doing so will put you in the “right frame of mind” so that you know exactly what it is you want to accomplish.
Regardless of the level of importance, every call should have a clear objective. For some calls, it may simply be to set up the next meeting or get them to say “yes” to considering radio or whatever else you might be offering. Other objectives might be to get them to agree to consider a promotion, add another station, increase their frequency, approve a script, and start the schedule. The reasons are endless, but your objective for each call should be to get you to your next step. 
It seems obvious, after all, you know why you’re going on the call, but if you consciously (physically and mentally) ask yourself the question before EVERY call, “What do I want to accomplish with this call?”, I can assure you that you’ll have a better understanding of what you want to achieve and how to go about it. 
By doing so, every call from this day forward will be more productive.

Education – A GREAT Investment

Without sounding too critical, let me make a bold statement. “Most business owners don’t know diddly about advertising”. The only things they know are what they have learned from trial and error. But the fact of the matter is that most have had very little education about HOW and WHY advertising works!
Understanding how and why advertising works isn’t a trait anyone is born with. It’s something that must be learned, and most business owners either don’t have the time to educate themselves or the desire.
This is where good media reps come in. Educate them and watch your sales grow!
Here’s the real test. Do you or your sales team know enough about HOW and WHY advertising works to teach your prospects and clients? 
If we are simply talking to clients about OUR stations, OUR ratings, and why advertising on OUR stations is a good deal for them, they may buy, but chances are they will never buy as much as they can or should.
The more you educate your clients, the more they will buy from you.
Teach them…
  1.  What Strategy is and why it’s important
  2.  How to Create a Brand and WHY it’s important
  3.  How people consume media
  4. The difference between good ads and bad ads
  5. About frequency and consistency
  6. About the strength and weakness of all medias
  7. About emotion and logic and the role they play in purchasing
  8. About the buying cycle and Marketing Funnel
  9. About the Marketing Pyramid
  10. The difference between direct response and branding ads
  11. The Lifetime Customer Value formula
Most business owners don’t like advertising because they don’t understand HOW and WHY advertising works or what advertising can do for their business. It’s up to us as media professionals to teach them.
Education takes time and money. That’s why most people sidestep it and just take what they can get. If you have the courage to invest in your business, invest in educating your media reps and your clients. 
Education is ALWAYS a good investment!
If you are considering a training session or program for your sales teams, give us a call at (605) 310-2062. We would honor the opportunity to visit with you about how we can help educate your team!
“It’s a consensus! You hit a ‘home run’! “I would recommend ENS Media to anyone out there trying to build a solid sales staff, rejuvenate an existing sales staff, or redesign and rebrand your marketing image. Rick Fink is a solid, energetic, and extremely creative trainer/motivator. I’ve worked with numerous sales consultants over many years in my career and I can tell you that you won’t go wrong calling ENS Media. They’re really good!”
-Jeffrey Parke, General Manager, KOLA-FM/KCAL-FM, Redlands, CA
“Rick is one of the few people I trust with our sales staff when I leave the room. He is an industry veteran that loves it and gets it. I would heartily endorse and recommend Rick for your next program or conference. He will bring his competitive winning attitude to your event with the enthusiasm that will make your attendees want to jump to their feet and begin immediately. I’ve been doing this for 37 years and I recommend Rick highly and without any hesitations. He is one of a few in that category.”
 -Dave Beck, GM/GSM, MBC Grand Broadcasting Inc., Grand Junction CO

Creating Call-Ins

Ahhh, the good ole call-in. Are you receiving call-ins at your stations? A few, or a lot?


Good inbound leads today are hard to come by, especially if you don’t have a system in place to generate call-ins.


The one thing every station should have is a system to create call-ins. The best and most productive place to start… your own airwaves. And, it has to be more than just saying, “Hey, if you need to advertise, give us a call”. That won’t work. What’s your system?


On a daily basis, media reps suggest to their prospects and clients that they need to advertise and promote themselves in order to generate traffic. But here’s the funny thing… most stations do very little, if anything at all, to promote themselves on the sales side of the business. Huh – Why Not??? And the crazy part is… the inventory to promote your own stations, is FREE!


At ENS Media, we have a proven program to generate call-ins. In addition, it will train your media reps, and promote them AND your stations as professionals.


It seems like a formula for success, doesn’t it?


Are you doing what you are asking your clients and prospects to do every day?


If you would like to learn more about putting your stations on the path to getting more call-ins, click here to arrange a time to visit.