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Your prospects and customers prefer to do business with people they feel they can trust and that can bring value to their business. But, how do you gain the credibility to be known as the expert?
There are several different ways to build “Cred”, but here are a few ideas:
One – Testimonials. It’s one thing for you to tell a prospective client that you know what you’re talking about; it’s another thing to have someone else tell them. If you have testimonials, use them! You should do what you ask clients and prospects to do every day, and that is to market yourself. Put a portfolio together that talks about you, who you have worked with, what you have done, what you do to get better, and include testimonials. Then hand them out as a resume. After all, you are applying for a job to handle their advertising!
Two – Start writing and get published. There are hundreds of magazines, blogs, E-zines that are starving for good material. Contact them and offer to write articles. Or, you could write your very own weekly or monthly newsletter/blog and send it to your customers and prospects. It doesn’t have to be long, just good! Write it and they will read it!
Lastly, and this one might scare the “Glossophobia” out of you (Fear of Public Speaking), but it’s very powerful and will establish your credentials as an expert. It’s public speaking!!!
The most important thing to remember about public speaking… it’s easier when you are speaking on something you are passionate about. What part of what you do are you the most passionate about? Speak to that and it’ll be much easier.
Becoming known as an “expert” takes extra effort, hard work, and moving outside of your comfort zone. If this weren’t true, everyone would be an “expert”.
If you would like help with becoming known as an expert, contact us to learn more about ENS Media’s SoundADvice program which is designed to brand your marketing reps and your station as advertising experts!
P.S. Rick will be at Radio Show in Orlando this week, so if you’re there, give him a call at 605-310-2062 and let him know. He’d love to meet as many readers of ENS on Sales as possible.
It seems the glimmer is already beginning to dim on the early front runners in digital media.
Once the fore-runner in ‘new’ media advertising, online display advertising’s share of digital ad spend is predicted to decline by 12.4% over the next four years, according to a January 2016 Ad Buyer Survey conducted by Cowan and Company.
And the runner up, Search, is forecast to post a .4% decline in digital spend share.
Both of these early digital stars are giving way to the latest ‘new’ media. Social media’s share of digital spend is forecast to grow by 14.9% and online video is predicted to increase their share by 11.2% over the same four year window.
‘New’ continues to be a powerful word in the media sales business. For advertisers not using radio, radio can be ‘new’. Positioning radio as a new way for local businesses to reach their prospects can be appealing. Radio as their ‘new media’ can be easier to buy and understand than the increasingly complicated and fragmented digital options.
Contact [email protected] to learn how our SoundADvice radio e-marketing system continues to educate our member-stations’ prospects and salespeople on the strategic role radio should play in the new media landscape.