It never ceases to amaze me how many stations do not utilize their best salespeople.

Who are your best salespeople? Your clients!

No one on your sales staff can make a more credible case for radio and your station, than a happy advertiser on your station.

Look at an email one of the regional sales managers we work with sent to his market managers this week. (The names have been changed to protect identity)

Hi guys,

As I mentioned in the call this morning, we have been running our ‘Ens Testimonials’ on-air at WKRP since the beginning of January.  The formula we set up has always been promoting radio first, then WKRP working for the client in the spot and I’ve been rotating 4 spots per day. 

While the leads haven’t been pouring in, we never get any call ins at WKRP but since running these we’ve received 20-25 leads and the team has definitely closed SEVERAL.  I estimate about $40,000 so far.

Here is a station that “never gets call-ins” that is now getting leads and sales from airing on-air advertiser testimonials.

So why aren’t you airing, mailing, publishing and printing client testimonials for radio and your stations?

P.S. Our SoundADvice member stations receive two monthly, free 10-minute videos on how to capture testimonials and how to use them more effectively. Contact [email protected] to inquire about your station becoming a member of SoundADvice, the radio e-marketing system that helping convert more radio advertisers every week.