Category Archives: Prospecting

Things That Go Bump in the Sales Department

Halloween has always been a lot of fun for me.

The costumes. The creativity. The candy. The perfectly reasonable excuse for a grown adult to dress like a 7-foot banana.

What’s not to love?

And if you’ve spent a good chunk of your life in radio sales, you’ll realize something.

We don’t need Halloween to encounter some interesting characters.

The Ghost. 👻
That prospect who loved your proposal, promised to call Tuesday, then vanished into thin air.

The Vampire. 🧛
That client who wants to suck every last dollar out of your rate card.
“How about some bonus spots? Live mentions? A free remote?”

The Zombie. 🧟
That prospect who’s been saying “Call me next month” since approximately 2017.

The Werewolf. 🐺
The client who transforms into an expert copywriter when they don’t quite “get” what you’ve created for them.

And finally, The Mad Scientist. 🧪
My personal favorite.

The salesperson who experiments. Tries unusual ideas. Writes commercials that sound different.
Sometimes the experiment blows up. Sometimes it creates a monster of a successful campaign. But at least they’re creating something.

So, this Halloween, I’ll leave you with one thought:

You are the mad scientist, and the world is your laboratory.

Go experiment. Try something weird. Have some fun.

And if something blows up, well… that’s why laboratories have fire extinguishers.

Happy Halloween! 🎃

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Not Every Business Needs Radio

Sometimes I think I look at billboards just to torture myself.

I saw a billboard for a company that rents townhomes. At least, I THINK that’s what they do. Their name was enormous, but I practically needed binoculars and a stoplight to read what they actually offered.

It was basically a very expensive name tag. I didn’t even recognize the name.

Could the billboard be better? Absolutely. Something like, “Outgrowing Your Apartment? Rent a Townhome.”

But wait. That might convince someone to start looking for a townhome… but does nothing to convince them to rent from THIS company.

Their advertising could end up making their competitors very happy.

So, could Radio work for them?

Absolutely. Especially, when I can use 30 or 60 seconds versus seven.

But first, I’d want some answers. How many vacancies do they have? What makes their townhomes special? What’s a new long-term renter worth to them? Are they planning to grow?

If they have plenty of vacancies and something truly unique that we could build some emotionally compelling ads around, I might get pretty excited about selling them Radio.

But if they’re just looking to fill a handful of vacancies, Zillow or some well-placed Google Ads might make more sense.

Just because a business CAN buy Radio doesn’t mean it SHOULD.

And that brings me to PROSPECTING.

Are you spending your valuable time chasing businesses simply because they might buy Radio? Or are you pursuing businesses with the potential to become happy, long-term advertisers?

Be selective. Look for businesses with growth potential, passion for what they do (this is a big one), adequate budgets, and a willingness to invest in building their brand over time. Businesses you can truly help grow.

Because the more happy, long-term clients you develop, the less you’ll stress about whether you can hit your numbers or not.

You’ll be happier. Management will be happier. Your clients will be happier.

And those short-term advertising dollars you pick up along the way?

That’s just gravy.

Sometimes the smartest sales decision you make is deciding who NOT to sell.

Email me at [email protected] and I’ll send you the important details about our SoundADvice program. It costs less than three lattes a week.

What Are You So Afraid Of?

Have you ever heard of a salesperson who had to go to therapy because they stopped into a business and asked to speak with the owner?

Neither have I.

Yet prospecting can feel strangely terrifying.

What if they’re busy?

What if I interrupt them?

What if they’re having a bad day?

What if they say NO?

What if they release the hounds?

Okay, that last one is probably unlikely.

But the fear is real. You’re definitely not alone. This fear causes a lot of salespeople to do everything except the thing that creates new business.

They organize their CRM. Send emails. Research prospects for 47 minutes. Tweak a proposal. Check LinkedIn. Refill their coffee.

All very productive-looking ways to avoid contacting another human being.

One thing that makes prospecting less intimidating is knowing what you’re going to say before you make the call or walk through the door.

Not memorizing a speech. Preparing.

And know your goal.

Your goal on that first contact probably isn’t to sell anything. It’s to get 20 or 30 minutes with them later.

On the phone, keep it simple:

“Hey Fred, can I steal a minute from you?”

That’s pretty honest. You are stealing a minute.

(I remember this from an audiobook I listened to years ago called “New Sales. Simplified.” By Mike Weinberg – and I really like it.)

Then get to the point:

“I’m hoping to visit with you for about 20 or 25 minutes next week. I’d like to bring you a couple of ideas, learn a little more about your business, and see if we might be a good fit.”

Then stop talking.

You don’t need a five-minute pitch. You need a reason for another conversation.

Preparation creates confidence. And confidence usually doesn’t come before taking action anyway.

It comes because of taking action.

Pick a few businesses. Know who you want to talk to. Know what you’re going to say. Know what your goal is.

Then make the call. Walk through the door.

Worst-case scenario?

They say no.

Five minutes later, your life looks remarkably similar to the way it did before the call.

Check your pulse. Still there?

Good! Call the next one.

Duane Christensen
Ens Media

If you’d like to learn how our SoundADvice program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, email me at [email protected] to request more info. We’ll send you the important details ASAP. And it costs less than 3 lattes a week.

How To Control Luck in Sales

Ever notice how some people seem to have a horseshoe welded to their hip? Everything just seems to fall their way. Clients love them. Deals appear out of nowhere. The timing’s always perfect.

Meanwhile, others can’t catch a break – no matter how hard they try. Some people are soooooo lucky! Here’s the truth: luck isn’t random. It’s responsive.

Energy Is the Invitation

You can feel it the second some people walk in the room.

They’re irritated, negative, or just plain tired of life. They complain, gossip, or blame everyone else for their problems.

And you can feel the opposite, too. The ones who walk in with a grin, bring good energy, and make everyone’s day a little lighter.

Guess which group opportunity prefers?

Your attitude is either a “Welcome” sign or a “Closed” sign for good things. Energy is contagious – and most people only want to catch the good kind.

Gratitude Is a Magnet

When you focus on what’s working, more things start working. It’s not magic – it’s mindset. Gratitude tunes your brain to notice solutions instead of problems.

The person who’s thankful for every meeting, every renewal, even every tough “no,” gives off a signal that says, “I’m open for business.”

That openness invites chance encounters, referrals, and “lucky breaks” that don’t feel so random anymore.

Hard Work Is the Accelerator

Positive energy and gratitude attract opportunity – but hard work is what lets you catch it.

The universe rewards motion. Every call you make, every idea you bring, every door you walk through increases your odds of “luck.”

Hard work multiplies luck because it puts you in more places, with more people, more often. That’s not coincidence – that’s math.

Thomas Jefferson said it best:

“I’m a great believer in luck, and I find the harder I work, the more I have of it.”

Luck, it turns out, is where preparation meets good energy. You can’t predict it, but you can absolutely control the conditions that make it possible.

Bottom Line

If you want to control luck: Create it.

Bring better energy. Practice gratitude. Work your tail off.

The Letter Nobody Sends Anymore

(Which Is Exactly Why You Should)

When was the last time you sent a real letter to a prospect?

Not an email. Not a LinkedIn message. Not a “Just checking in…” text.

An actual letter. In an envelope. With a stamp.

There’s a line from sales trainer and author Jeffrey Gitomer that always stuck with me:

“The more creative you are in your approach, the easier it is to get the appointment and make the sale.”

Most tend to be predictable in their approach.

Call.
Voicemail.
Email.
“Following up.”
Silence.

Rinse. Repeat. Complain.

What if instead, you sent a letter that made them think? Not a brochure. Not a rate card. Not a résumé disguised as a sales pitch.

A one-page letter with three hard questions.

Imagine a Prospect Opening This:

Dear John,

I don’t know you yet, but I do have three important questions you might want to think about. (or whatever short intro you prefer)

If your biggest competitor decided to increase their advertising by 50% tomorrow… what would you do differently?
Imagine a potential new customer. Would you rather they find your business online by typing in your business name? Or by typing in “plumber in Dayton”? (or whatever category fits)
If I asked five of your best customers why they chose you, would they all give the same answer?

Make your own questions though or tweak these. Make sure they’re kinda tough to answer or at least makes them pause a bit.

You could also come up with a list of questions with your team. Two brains are better than one! Come up with questions that most business owners probably haven’t heard before.

Then…. No pitch. No pricing. Just:

“I’ll give you a call later this week.”

That’s it. You’re not selling. You’re provoking thought.

We’ve talked before about how business owners are evaluating YOU more than your media plan. A letter like this positions you as someone who thinks differently – not someone chasing a quota.

And when you call three or four days later? Don’t ask if they received it (it’s a real easy way for them to say no… and we don’t want them saying no).

“John, I sent you a short letter earlier this week with three questions. Did any of them strike a chord or make you curious at all?

If they say they didn’t receive the letter… just go with the flow and ask them one or two of your questions over the phone. And let the conversation go from there.

Either way… This is a very different phone call than:

“Just touching base…”

Why This Can Work

• Mail is rare now – so it stands out.
• Hard questions create tension.
• Tension creates curiosity.
• Curiosity creates conversations.

You’re not begging for 20 minutes. You’re earning it.

Pick five prospects this week.

Write five thoughtful letters. No fluff. No corporate garbage. No “We are the #1 station in the market.” Just three sharp questions that hit where it matters. Then call them.

If you want different results…

You have to stop doing what everyone else is doing.

Keep it short. Make it different.

So…

How creative are you?

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