Tag Archives: educate

Education – A GREAT Investment

Without sounding too critical, let me make a bold statement. “Most business owners don’t know diddly about advertising”. The only things they know are what they have learned from trial and error. But the fact of the matter is that most have had very little education about HOW and WHY advertising works!
 
Understanding how and why advertising works isn’t a trait anyone is born with. It’s something that must be learned, and most business owners either don’t have the time to educate themselves or the desire.
 
This is where good media reps come in. Educate them and watch your sales grow!
 
Here’s the real test. Do you or your sales team know enough about HOW and WHY advertising works to teach your prospects and clients? 
 
If we are simply talking to clients about OUR stations, OUR ratings, and why advertising on OUR stations is a good deal for them, they may buy, but chances are they will never buy as much as they can or should.
 
The more you educate your clients, the more they will buy from you.
 
Teach them…
  1.  What Strategy is and why it’s important
  2.  How to Create a Brand and WHY it’s important
  3.  How people consume media
  4. The difference between good ads and bad ads
  5. About frequency and consistency
  6. About the strength and weakness of all medias
  7. About emotion and logic and the role they play in purchasing
  8. About the buying cycle and Marketing Funnel
  9. About the Marketing Pyramid
  10. The difference between direct response and branding ads
  11. The Lifetime Customer Value formula
Most business owners don’t like advertising because they don’t understand HOW and WHY advertising works or what advertising can do for their business. It’s up to us as media professionals to teach them.
 
Education takes time and money. That’s why most people sidestep it and just take what they can get. If you have the courage to invest in your business, invest in educating your media reps and your clients. 
 
Education is ALWAYS a good investment!
 
If you are considering a training session or program for your sales teams, give us a call at (605) 310-2062. We would honor the opportunity to visit with you about how we can help educate your team!
 
“It’s a consensus! You hit a ‘home run’! “I would recommend ENS Media to anyone out there trying to build a solid sales staff, rejuvenate an existing sales staff, or redesign and rebrand your marketing image. Rick Fink is a solid, energetic, and extremely creative trainer/motivator. I’ve worked with numerous sales consultants over many years in my career and I can tell you that you won’t go wrong calling ENS Media. They’re really good!”
-Jeffrey Parke, General Manager, KOLA-FM/KCAL-FM, Redlands, CA
 
“Rick is one of the few people I trust with our sales staff when I leave the room. He is an industry veteran that loves it and gets it. I would heartily endorse and recommend Rick for your next program or conference. He will bring his competitive winning attitude to your event with the enthusiasm that will make your attendees want to jump to their feet and begin immediately. I’ve been doing this for 37 years and I recommend Rick highly and without any hesitations. He is one of a few in that category.”
 -Dave Beck, GM/GSM, MBC Grand Broadcasting Inc., Grand Junction CO

Fishing for the BIG ONE?

Fishing is very much like advertising sales. First, we must prospect or fish in the right spots, use the right bait and equipment, and then we must know what we are fishing for. Are you fishing just to catch some fish, or are you trying to land the BIG ONE? And… how do you know when it’s a BIG ONE?

We know that furniture stores, car dealers, and grocery stores all have great potential, but they are not always the “big fish”. In fact, sometimes you would just as soon throw some of these back!

However, when you feel like you hooked on what you believe is a big one, there are a few lessons that we can learn from the fishermen.

First, you need to let them nibble a bit, don’t try to set the hook too quickly. Secondly, take your time reeling them in. Just like setting the hook, if you reel too hard and too fast your chance of losing them increases.

If you know you have a prospect with great potential (A BIG ONE), take your time, educate them on how you can help them, ask more questions, have additional meetings to make sure you have all the bases covered, and don’t try to get them in the boat before they are ready. A longer sales cycle typically reaps better success.

The biggest fish, like the biggest prospects, need to be handled with great care. Nearly every six-figure account that my sales teams landed took 3 to 6 months to get on the air, and in some cases, even longer.

Patience is a virtue! Once you have the hook set, guide them in with due diligence, but be prepared for sudden changes so you can adjust accordingly. If they should decide to swim upstream one more time, give them some line (more information) and then steer them back towards the boat. Your chances of getting them in the boat will greatly increase.

If you would like your team to become better prospectors and learn how to land the BIG ONES, click here and we can visit on how ENS Media can help train and motivate your team to have more success in 2021 and beyond.

Happy Fishing – Happy Training!