My friend, Jim Blundell of CHUM Group Radio, has developed a very successful four-step selling system, step 3 of which is entitled, “The Pivotal Point”. Jim’s Pivotal Point includes developing a spec spot, and he asserts “Never, never, never, make a presentation without a spec spot! Never!”
I agree whole heartedly with Jim’s selling system because it takes the focus off of rates and ratings, and puts it where it should be….on creating results and top of mind awareness for our clients.
Some of your people, however, might not know HOW to present a spec spot. In a presentation I observed recently, the rep I was with played one spot one time for the client, then asked with a grin “How do you like it?”
“Liking it” is not what is at stake here! What is at stake is the image or impression you and the client agreed needed to be created. Is it relevant to the target audience, not the client? And does it help the client reach their goals?
So here are seven steps to presenting spec commercials more effectively.
Tip #2 Set the scene with a written creative strategy. Remind the prospect of the objectives and goals you uncovered during the discovery process with them.
Tip #3 Then ask them to listen to your campaign, NOT with a view to whether they, “like it” or not, but with the perspective of how your target audience would perceive the client. Does the commercial create an image and identity that is relevant, unique and sustainable over time?
Tip #4 Give the client or prospect a copy of the script to read as they listen.
Tip #5 Ask them to listen a minimum of two to three times before making comments or changes….after all, don’t we tell them your audience has to be exposed to the message that many times before it sinks in?
Tip #6 Present “campaigns”, rather than “spots”, complete with seasonal or opportunistic variations on your main theme.
Tip #7 Refer to Tip # 1.