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Why is it that Media Reps aren’t granted the same instant credibility as agencies? Primarily, it has to do with our reputation. I’m not referring to your personal reputation, but rather to our industry’s reputation. Much of it is well deserved! The old method of training our sales teams was to have them watch a few Chris Lytle and Jason Jennings videos, hand them a phone book along with the latest “Packages” of the week, month and quarter, and send them out to the streets.
Business owners are on the receiving end of the process from the untrained, rabid, sale reps that are unleashed onto the city streets, each proclaiming they have the greatest radio stations and perfect listeners. Oh, and it’s cheap! All you have to do is sign here and, in a few days, people will start knocking down your doors!
Agencies are a little more subdued in their approach. They claim they are not biased towards any specific advertising medium. Some suggest they have buying power and can purchase the same products for less, and they claim they are the experts. To put a cherry on top, they’ll flash a few nice plaques and trophies to prove their points!
So, how do you combat this? Start with not proclaiming that RADIO is the best advertising medium ever invented. This won’t get you very far. Discuss the positives AND negatives of all the different advertising mediums and make recommendations for others when appropriate. Discuss why and how advertising works, talk strategy, help create ideas. Talk more about them, their wishes, their hopes and dreams and less, much less, about your stations. Put your own cherry on top and discuss your group’s success stories. Talk like a Marketing Professional – You’ll earn more respect!
If you’re going to Walk the Walk, make sure you can Talk the Talk!
If you are looking for help with training your team to become more professional, more knowledgeable Media Reps, we would honor the opportunity to visit. Simply click here and let’s talk about how ENS Media can help!
In just a few weeks, back to school shopping will be over. Department stores will be re-imaged and restocked, and as quickly as you can blink an eye, you’ll see the Fall and Winter merchandise occupy the shelves. Yes, when it comes to retail, thoughts of ghosts, goblins, turkeys, snowflakes and sugarplums are already dancing in their heads.
If you have annual contracts with your clients, you are in good shape. But, we all have clients and prospects that buy advertising on an “as needed” basis. In these cases, the old analogy, “the early bird gets the worm” couldn’t be more true. Is now too early? Not at all. In fact, if you’re thinking Halloween, you had better hurry.
We all know that one of the worst feelings in the world is having to come back to the station and tell your manager your client placed the buy with your competition. Retailers are planning earlier, so it only makes sense for us to start to plan earlier as well. While your salespeople are still enjoying the summer, as Sales Managers, it’s our job to give them the tools and the gentle reminders that there is no time like the present!
We suggest presenting your seasonal packages earlier. Make them fun, make them special, make them early! If you haven’t done this before, it’ll be a refreshing surprise. Go BIG, dress up in a Halloween Costume (I understand the T’Challa Black Panther costume is expected to be a hit along with Wonder Woman and Michael Myers) or have Santa Claus come to the meeting bearing gifts.
You might get some push back from the reps saying it’s too early, but really, wouldn’t you rather be a bit early than too late?
If you would like to see ENS Media’s 12 Tips and Tactics For a Successful Early Christmas Sales Meeting, click here.
One last gentle reminder, January and February are typically your worst two months of the year. When you present your holiday proposals, you may find it easier and more successful to plan, present, and sell the post-season sales and events as part of your package NOW! Even if they are an “as needed based” advertiser. It’s worth a shot!
Also, if you want to increase your local-direct revenues in 2019 and beyond, email [email protected], or make an appointment to see him in the Consultant’s Corner at the RAB Radio Show in Orlando in September.