In your media sales career, have you ever uttered the words, “All the good accounts are taken”? While it’s true, most of the “good” accounts are being called on, today. But tomorrow is a different story. There are still plenty of “good prospects” out there. They are simply hiding in the back alleys and tucked away out of sight in the industrial parks. And, there are many new businesses just starting out.

The SBA (Small Business Administration) estimates that there are 31.7 million small businesses in the United States. Of those, the greatest majority, 81% or 25.7 million, are termed as non-employer businesses, meaning they have no employees. The other 19% or 6 million have employees. This confirms what the US Chamber of Commerce suggests, which is, there are approximately 60 registered small businesses (with employees) for every 1000 population. Of these 60 registered businesses, we suspect approximately 50 of them are viable prospects that have the ability to advertise on some level. So, in a city or trade area with a population of 60,000 people, there are approximately 3,600 viable prospects! 

Of those “viable prospects”, which are the best? And, how do you know what to look for?

If you have been to one of our workshops or seminars, you’ve heard us say that Main Street is shrinking and that the best places to prospect today are in the service and professional business categories. But regardless of the business category, there is one important quality to look for when prospecting. That quality is… an owner who has “PASSION” for their business!

In my managing days, our primary focus was on long-term accounts. Many of those accounts, especially those that evolved into six-figure accounts, had a few things in common. One, they took three to six months to land, and some even longer. Two, many started out spending small and grew from there. But ultimately, these business owners all had that one major thing in common! You guessed it… they ALL had PASSION for their business. 

There is no secret to identifying those who have it. You’ll feel the passion once you meet them. They get excited, even “giddy” when they talk about what their company has to offer. They share more exciting stories, have more love for their employees and customers, are more open to your ideas, and have bigger dreams for their business. 

When you’re prospecting, prospect for the business owners who have PASSION. Then have the patience and knowledge to help them get where it is they want to go! All they need is someone like YOU, who has nearly as much passion about their business as they do and knows how to make advertising work.

One of the most iconic advertising slogans ever produced was for Fram Oil Filters, “You can pay me now, or pay me later”. The simple but powerful message was that proper vehicle maintenance will save you lots of money and headaches down the road.

So, how does that translate to media sales? Imagine for a minute that one of your biggest accounts just announced that they intend to make some drastic cuts. They currently use several radio groups, outdoor, and TV in their traditional media portfolio. When this happens, sometimes we know they are simply fishing for a “better deal”.

However, if they are truly making cuts, more than likely the client was already forming hard-to-change perceptions on which media or media rep they should cut long before that cut-back announcement was made.

“Preventive maintenance” is always more effective, and less costly, than “damage control”. It will not only save you money, but also a ton of headaches and heartaches!

Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?

A well-planned system of bringing “value” to your customers and being a resource to them rather than simply selling them and sending them invoices is key to keeping them, especially when it comes time to make cuts.

ENS Media’s SoundADvice Program is a proven system that will help media reps and stations build powerful relationships with their clients and prospects.

If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program. Here’s a recent testimonial that speaks directly to how SoundADvice can help keep YOU from the chopping block:

“I hope you and Belinda are doing well! I just wanted to share with you that I had a call from the manager of Grand Stay Hotel saying ‘Thank you’ for the inspirational messages through Sound ADvice!  She even forwarded it to the corporate headquarters and they were impressed! That’s all from you, so I wanted you to know about it:)  Thank you for all you do to help us!”  

One of our most recent subscriber’s comments on the pricing of SoundADvice was… “Wow, why wouldn’t we do it!”

If you would like to implement a preventative maintenance program, click here to arrange a time to visit, or call Rick at (605) 310-2062 to learn more about our SoundADvice Program.  

One of my favorite motivational or self-help speakers is Jim Rohn. Jim inspired many to think differently and encouraged us to be better than we once thought we could be.

While Jim had a unique way of saying things, like “You GOTTA read the Booook”, “Don’t say, ‘If I could, I wouldddd.’ Say, ‘If I can, I will.’”. One of my favorite lines, that had a tremendous impact on me was, “Don’t talk like they talk, don’t act like they act, don’t go where they go, don’t doooooo what they do, don’t be like the 97%, be different”.

Are you like every other media rep? Do you talk like they talk? Do you act like they act? Do you go where they go? Or do you do it differently?

Unfortunately, too many media reps do what everyone else does. Eight times out of ten, it’s not the media reps’ fault. They are simply doing what they were taught and trained to do.

So, what is it that can make you DIFFERENT? Do you ask better and deeper questions, or do you ask the same old CNA questions that everyone else uses? Do you create better, more in-depth proposals, or are you presenting the “package of the week/month”?  Do you create strategies and write creative ads or just meaningless, ho-hum cliché filled ads? Do you talk about your stations more than you talk about your clients’ businesses and how you might help them? Do you create and present IDEAS to help grow their business, or do you simply present a station promotion or basic ad schedule?

One of the keys to being a professional media rep is being different.

“Don’t talk like they talk, don’t act like they act, don’t go where they go,

don’t do what they do. Be the 3% – be different”.

Do you know how to be DIFFERENT?

If you are interested in training your team or group on “How to Be the Best Damn Radio Reps Ever” in 2023, click here to arrange a call to discuss training opportunities.

Jim Rohn would also say, “Don’t wish it was easier, wish you were better. Don’t wish for less problems, wish for more skills. Don’t wish for less challenge, wish for more wisdom.”

Respect the Production Department

 “Procrastination on your part doesn’t necessarily constitute

an emergency on my part”

This quote hangs on the walls at many repair and service centers and it would be very appropriate hanging in most radio station Production Departments. 

Every radio station has deadlines or cut-offs for turning in production. The question is, are the deadlines being enforced?

Pushing deadlines on a regular basis or ignoring them altogether can have serious effects on an operation. Tempers flare! When the deadline is breached, who’s to blame and how do you fix it? 

Regardless of whether it was the media rep or the business owner, the onus falls on the media rep. When the business owner procrastinates, it then becomes the media rep’s job to either make sure the client is timelier or inform them that they cannot get the ads on as planned. If it’s poor planning on the media rep, then shame on them! Worse yet, if it’s a manager or owner, double shame on them!!! You MUST lead by example!

As a manager, when someone abuses the policy, the fix is easy. Simply tell the rep that their client will not be getting on the air as planned. One time will do the trick.

To ensure it doesn’t become a problem with new clients and new media reps, train them in advance. Missing or abusing production deadlines are self-created when we don’t educate the client about the necessity of our deadlines. Having this conversation with the client at the time of the sale will go a long way.

Having a written production deadline policy that is firm and fair, and is adhered to is a must. Not only will it produce better internal relationships, which in turn will produce better campaigns and results, but it will also create happier weeknights, weekends, and holidays for everyone… especially our Production Departments!  

There are a lot of great things about being in media sales; every day is different, you’re not stuck behind a desk, you work with many different types of businesses and people, outside sales offer a level of flexibility, and for the most part, YOU are responsible for what you earn. But my favorite is that you get to experience the satisfaction of helping businesses grow with creative strategies, ideas, and solutions!

The downside, if there is one, is that the pressure is always on! Ten times out of ten, ownership and management expect you to grow from one year to the next. The old expression, “If you aren’t growing, you’re dying”, is as true in sales as it is in any other walk of life.

2023 is here! Are you Ready to Grow?

What are you going to do in 2023 to be better than you were in 2022? 

Are you going to work harder? You really shouldn’t have to unless you didn’t work very hard last year. Work smarter instead!

Are you going to read more? Just 15 minutes a day will change your world. Become more educated on advertising and marketing. Exercise your brain every day!

Will you be a better resource to your prospects and clients than you have been in the past? Bringing more knowledge and value to your clients is one sure way to get them to spend more with you. 

Today, business owners want to work with media reps that are cutting edge; reps that offer ideas and solutions to their needs. Whether you are in sales or management, are you prepared and Ready to Grow in 2023?

We look forward to bringing you weekly topics that will help stimulate your brain and offer ideas to help you have a great year!

If you are looking for ways to grow revenue, build better relationships with your clients, or you would like outside help in training yourself or your team, send an email to [email protected]. We would love to visit with you.