{"id":1852,"date":"2020-07-15T14:55:58","date_gmt":"2020-07-15T14:55:58","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=1852"},"modified":"2020-07-15T14:55:58","modified_gmt":"2020-07-15T14:55:58","slug":"annual-contracts-its-easy-2","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/annual-contracts-its-easy-2\/","title":{"rendered":"Annual Contracts – It’s Easy!"},"content":{"rendered":"

Whether you\u2019ve been in the media sales game for six months or 60 years, one of the battle cries has always been, \u201cGet more 52-week business on the books\u201d.<\/h4>\n

<\/h4>\n

There are two main reasons why stations don\u2019t have more \u201c52-week\u201d business or annual contracts on the books. Before we discuss these reasons, and this may ruffle a few feathers, but I suggest being very careful with using the verbiage of\u00a0\u201c52 weeks\u201d.\u00a0Not only does it scare the business owner, but the media rep as well.\u00a0Let\u2019s be honest, for the most part, out of the small to medium-sized businesses we work with, a large majority cannot afford an \u201ceffective\u201d 52-week schedule.<\/h4>\n

<\/h4>\n

This isn\u2019t to say that you should never present 52-weeks. If they have the ability, present away. Instead of referring to it as 52-week business though, try 12-month or annual contracts.\u00a0It doesn\u2019t sound nearly as long and is less intimidating to all involved.<\/h4>\n

<\/h4>\n

So, back to the two main reasons why stations don\u2019t have more 52-week advertising contracts on the books:<\/h4>\n

<\/h4>\n

Reason #1:\u00a0It\u2019s simple, we don\u2019t\u00a0ask\u00a0or\u00a0present\u00a0them.\u00a0Rarely will a business owner say,\u00a0\u201cInstead of this 3-month schedule, can you show me what an annual agreement would look like?\u201d\u00a0A large majority of proposals presented to clients are anything but 12-months.\u00a0Instead, we present monthly packages and schedules, quarterly packages, and if we get crazy, we might shoot for a six-month schedule. By simply preparing and asking for annuals, you are sure to increase the number you sell.\u00a0Ask for them!<\/h4>\n

<\/h4>\n

So why do we present more short-term proposals and contracts instead of 12-month or even 2-year contracts?<\/h4>\n

<\/h4>\n

Reason #2:\u00a0Media reps don\u2019t have the confidence to ask.\u00a0This can be attributed to many things, but I might suggest that the main reason is that they have not been taught or trained on how to make radio work, and therefore are hesitant to present something that they don\u2019t believe in.<\/h4>\n

<\/h4>\n

Taking action and implementing a plan to do something about reason #2, will dramatically affect reason #1.<\/h4>\n

<\/h4>\n

Simply putting a 12-month schedule together is not the answer.\u00a0To make radio or any medium work, we must first understand why and how to make it work.<\/h4>\n

<\/h4>\n

Do you or your reps understand \u201cstrategy\u201d, what it means, and how it can have a major positive impact on a business\u2019 advertising success?\u00a0Once they understand \u201cstrategy\u201d their confidence will soar!<\/h4>\n

<\/h4>\n

Do they understand how to craft a strong message or are they simply \u201cwriting ads\u201d that have little impact on the consumer?\u00a0Once they understand \u201cstrategy\u201d they will be able to write and craft better messages.<\/h4>\n

<\/h4>\n

There\u2019s more to it than just strategy and message, but being able to talk the talk and walk the walk will increase the response to ads, and again ultimately increase the confidence of media reps.<\/h4>\n

<\/h4>\n

Media reps that understand how and why radio works will have more confidence in their products and ultimately will present and sell more annual contracts.<\/h4>\n

<\/h4>\n

It really is that easy!<\/h4>\n

<\/h4>\n

ENS Media consults, coaches, mentors, and trains managers and account executives at radio stations across North America to increase their local direct sales. To learn how ENS Media can help increase your revenues and train your sales team,\u00a0contact us<\/a>.<\/h4>\n","protected":false},"excerpt":{"rendered":"

Whether you\u2019ve been in the media sales game for six months or 60 years, one of the battle cries has always been, \u201cGet more 52-week business on the books\u201d. There are two main reasons why stations don\u2019t have more \u201c52-week\u201d business or annual contracts on the books. Before we discuss these reasons, and this may […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[109,518,461,9],"class_list":["post-1852","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-clients","tag-contracts","tag-media-reps","tag-radio"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1852","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1852"}],"version-history":[{"count":1,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1852\/revisions"}],"predecessor-version":[{"id":1853,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1852\/revisions\/1853"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1852"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1852"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1852"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}