Category Archives: Uncategorized

Offense or Defense?

While watching World Cup Soccer recently, and at the same time thinking about work, some thoughts occurred to me. What’s more important in sales, offense or defense?

We all understand offense, right? You go out there and score, get the sale and celebrate! It goes without saying that to make money you must make sales! Soccer, as in sales, is very strategic, the better the planning the easier it is to score.  But occasionally, they take random shots. I suggest that you be more strategic in your approach, but every so often it’s OK to take that random shot. If you’re keeping track, a “No” is one step closer to a “Yes”.

So where does defense come into play? Defense in sales is what keeps your client a client for a long, long time.  It’s the service work after the sale, the little extras that go above and beyond what other reps are willing to do.

Like offense, defense takes practice, but it isn’t always as much fun.  In soccer, as in most sports, offense gets all the recognition. Offense is fun and rewarding. Defense is work, but as many great coaches have preached, “Defense Wins Championships”!

Let me ask you a question.  Do you think your client would prefer you be better at offense or defense?

This week, if you’re not already, I encourage you to add “defense” to your practice schedule!

If you would like some help with offense or defense, let us know. We would love the opportunity to visit about how we can train and brand your stations and account executives as professional marketing consultants and help grow your revenue with our proven sales and training programs.

It’s Not a Problem

It really doesn’t matter what line of business you’re in or what your title is, if you are working, you’ll have problems!  Some have more than others and some are certainly bigger than others.

I learned a lesson a long time ago when I walked into my General Manager’s office late one day and said, “I’ve got a problem”!  He looked at me, smiled a bit, shook his head and replied, “No you don’t”.  I said very matter of factly, “YES, I have a problem!” Again, he replied with a grin, and I will never forget these words, “No, what you have is an OPPORTUNITY to create a SOLUTION to a certain SITUATION!”

I can’t honestly even tell you what the problem situation was, but I can tell you those words have turned a lot of “problems” into “situations”, and ultimately into “solutions”. This way of thinking not only helped the business we were working with, but equally as important, it helped create a better relationship between the business owner and the Marketing Rep. When they turn a SITUATION into a SOLUTION, everyone wins!

The next time someone comes to you with “I have a problem”, look at em’, give them a grin and say, “No you don’t!”

….and good luck creating SOLUTIONS to your SITUATIONS!

Does Radio Work?

That’s a silly question, right? Sure Radio works, but do your media reps believe it works?

If we’re being honest with ourselves, you know that your reps sometimes question its strength. After all, many people, like their clients, have told them repeatedly that Radio doesn’t work. They’ve heard the infamous words, “I tried Radio once and it didn’t work”.  If they read media and marketing trade magazines, they have certainly read about the demise of Radio.

Because you’re a subscriber to ENS on Sales and are reading this, I’m confident you are a believer and you know that Radio does work, because we have seen it work, hundreds, even thousands of times.

It’s paramount that we continually preach to our sales team about the strengths of Radio and how to present it to their clients. Never take for granted that they 100% believe in the power of Radio. Continue to sing its praises and give them ammunition to prove the point. Give them articles, statistics, and testimonials. We suggest you read Radio Ink every Monday Morning for their “Advertiser Success Story/Testimonial” and for that matter, read Monday Morning Memo (Roy Williams) every Monday morning, both are great to share with your sales team.

The moral of today’s message is Radio works, but only if it’s executed correctly from beginning to end. For it to work, the reps need to believe in Radio and understand how to make Radio work. As managers, it’s our job to coach, teach, train and motivate.  It’s a never-ending task.

When done correctly, Radio creates MAGIC, it moves mountains, makes cash registers ring, makes business owners rich, and gives radio media reps CONFIDENCE and BELIEF in our product and medium!

Happy Training!

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.