The majority of business owners, managers, and media buyers that deal with media reps have heard nearly every song and dance there is about why they should buy from you and your stations.
What a lot of them haven’t heard is… the TRUTH!
If you are not doing so now, here are some of the TRUTHS about radio that we should be sharing and using in our presentations with the decision-makers:
“Good advertising won’t make a bad business a good business.”
“We suggest fixing the inside of your business before you consider advertising.”
“No one listens to our radio stations for the ads.”
“When the jock stops talking or the song ends, and the ads come on, people actually lean back and subconsciously turn their ears off.”
“The radio station is not the most important element in determining whether your campaign will be successful or not.”
“When we air sports on a music station, our audience goes down, not up.”
“Nobody cares that you’ve been the ‘servicing dealer since 1969’.”
“No, we are not the most listened to station in town.”
“Yes, we play more ads than the stations across town, but there is a reason.”
“It’s true, radio is not listened to as often as it once was.”
…and the list can go on and on.
Most business owners are savvy people, and they can sniff out the “bull” pretty easily.
Answering objections abruptly and making exaggerated statements will deteriorate trust. Telling the truth and having a logical explanation for your “TRUE” statement will dramatically lead to a greater level of TRUST in you.
I am not suggesting that anyone is intentionally lying about radio or their stations. However, in an effort to defend our industry, sometimes the reality or truth gets stretched and important details get left out in order to make the sale.
In sales, TRUST and KNOWLEDGE are two extremely powerful traits.
The list of “honest” statements above, in nearly all situations, is true. Understanding how and when to use these statements and how to follow-up with them can be extremely powerful. We suggest in your next training session that you go over these statements and rehearse when and how to use them.
If you have questions as to when and how to use or follow-up on any of these statements or others, simply give me a call.
I’m hoping Mr. Shakespeare does not mind us stealing one of his famous lines and putting our twist on it, however, the question is real. This is exactly what many business owners are asking themselves…Should I advertise, or shouldn’t I?
As frightened as business owners were when the whole COVID-19 crisis started, in some ways, they are equally scared and confused now. In addition to the question, “Should I or shouldn’t I?”, they are most likely following it up with, “If I do, when do I start and what do I say?”
We all have opinions on when and how people will react and what it’s going to look like as we begin to reopen. The truth is, no one really knows, and we will not know until we get there. Being prepared and ready to pull the trigger when the time is right is key. If they snooze – they will certainly lose!
As we speak, the debate is ongoing as to what to say. Some say, stick with your “pre- COVID-19” message, others claim a message with a Coronavirus theme of thanks and gratitude will get a better response. Either will work, but only if they air it!
Where you say it is not as important. However, we strongly suggest they stick to the same stations/mediums as they were using before. Regardless of the message, the audience will be familiar with them.
The key to selling advertising as we creep back to “normal” is this… have an IDEA! An idea for your clients and prospects will make it easier for them to say YES! You must have an idea, or help them create an idea so when it comes time to answer the proclamation of, “To Advertise or Not to Advertise”, they answer, “Let’s Advertise!”
Stay Safe – Stay Healthy – Stay Strong!