{"id":1113,"date":"2016-09-13T19:09:00","date_gmt":"2016-09-13T19:09:00","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1113"},"modified":"2016-09-13T19:09:00","modified_gmt":"2016-09-13T19:09:00","slug":"how-to-sell-more","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/how-to-sell-more\/","title":{"rendered":"How to Sell More"},"content":{"rendered":"<p>In last week&#8217;s ENS on Sales we discussed the fact that you don&#8217;t have to represent the number one station to be number one in sales.<\/p>\n<p>We used the example of Fucillo KIA in Cape Coral Florida who sells more than 1,000 cars a month, even though KIA is not the number one brand car in North America.<\/p>\n<p>Many of our readers asked &#8220;How does he do it?&#8221;<\/p>\n<p>Those of you who know me, know that I&#8217;m a big believer in having the right creative as the key to advertising success, so I would like to tell you that Fucillo KIA has great creative. But they don&#8217;t.<\/p>\n<p>Most people in Cape Coral will tell you they <u>hate <\/u>Fucillo KIA&#8217;s commercials. Therein lies part of the secret of his success. I said &#8216;most people&#8217; because he advertises so heavily that virtually everyone in the market is aware of Fucillo KIA, where it is, and what they sell&#8230; Top-of-Mind awareness.<\/p>\n<p>In a field as competitive as automotive sales, with tons of dealer ads, it&#8217;s almost impossible to come up with creative that stands out from the crowd. So, much to my chagrin, Fucillo&#8217;s two-part success formula is a formula any car dealer can benefit from:<\/p>\n<p>1.)\u00a0\u00a0\u00a0 \u00a0Share of Voice, equals share of mind, which equals share of market. Fucillo&#8217;s commercials are, in my opinion, annoying, but there is no disputing that out-shouting the competition works. It would be virtually impossible to be in the Cape for a week and not have heard a Fucillo ad.<\/p>\n<p>2.)\u00a0\u00a0\u00a0 Consistent creative. Fucillo squeezes the word &#8216;huge&#8217; into <u>every<\/u> spot&#8230; even when it doesn&#8217;t make sense. So much so, that if you use the word &#8216;huge&#8217; in a sentence while in Cape Coral, someone will inevitably make a Fucillo KIA joke.<\/p>\n<p>Your car dealers need to be told about the role of radio in creating share of mind and share of market.<\/p>\n<p>P.S. <u><a href=\"mailto:wayne@wensmedia.com;angela@wensmedia.com?subject=Please%20contact%20me%20about%20TOMA%20(Top-of-Mind-Awareness)\">Click here<\/a>\u00a0<\/u>to arrange an online overview of how our local TOMA (Top-of-Mind Awareness) surveys can help you sell radio&#8217;s role in the new media environment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In last week&#8217;s ENS on Sales we discussed the fact that you don&#8217;t have to represent the number one station to be number one in sales. We used the example of Fucillo KIA in Cape Coral Florida who sells more than 1,000 cars a month, even though KIA is not the number one brand car [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[58,18,211,26],"class_list":["post-1113","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-creative","tag-formula","tag-heavy-advertising","tag-share-of-market"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Sell More - ENS on Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/how-to-sell-more\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Sell More - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"In last week&#8217;s ENS on Sales we discussed the fact that you don&#8217;t have to represent the number one station to be number one in sales. 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