{"id":435,"date":"2013-06-12T01:06:22","date_gmt":"2013-06-12T01:06:22","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=435"},"modified":"2013-06-14T19:35:22","modified_gmt":"2013-06-14T19:35:22","slug":"positive-selling","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/positive-selling\/","title":{"rendered":"Positive Selling"},"content":{"rendered":"<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td width=\"100%\">\n<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\">\n<tbody>\n<tr>\n<td align=\"left\">\n<div align=\"center\">\n<div align=\"center\">\n<p>Positive Selling<\/p>\n<\/div>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<tr>\n<td valign=\"top\" width=\"100%\">\n<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\" bgcolor=\"#ffffff\">\n<tbody>\n<tr>\n<td align=\"left\">\n<div>\n<div>\n<div>\n<p>&nbsp;<\/p>\n<p>I am a proud member of the RAB and a huge proponent of any effort to sell radio&#8217;s preeminent role in the new media landscape rather than selling one station or cluster against another.<\/p>\n<p>In a recent RAB newsletter, the headline read, &#8220;One in Three Social Marketers Dissatisfied with Results.&#8221; It was a great read and I always enjoy keeping my finger on the pulse of the advertising industry with these articles.<\/p>\n<p>But I do have a fear that some over-zealous new radio rep will take that article, or one like it, and hit the streets in an effort to engage in negative selling or bashing other media.<\/p>\n<p>The truth is that ever since John Wannamaker quipped &#8220;I know half of my advertising is wasted, I just don&#8217;t know which half&#8221;, a large number of advertisers in any media are &#8220;dissatisfied with results.&#8221;<\/p>\n<p>Don&#8217;t shoot the messenger, but there is probably a survey out there somewhere that claims half of radio advertisers are &#8220;dissatisfied with results.&#8221; Poor copy, bad strategy, ineffective scheduling and a long list of other factors can contribute to that dissatisfaction.<\/p>\n<p>There is no such thing as a media which does not work. There are only messages which don&#8217;t work or, expectations or measurements which are misguided.<\/p>\n<p>Here is my point. Those who try to elevate themselves by putting down others are never as successful as those who elevate themselves through positive selling; that is, selling their positives rather than focusing on competitors&#8217; negatives.<\/p>\n<p>It is important to know that other media have dissatisfied advertisers, but taking the positive approach through the use of testimonials and validating radio&#8217;s R.O.I. will win more advertisers than opening the &#8220;dissatisfied with results&#8221; can of worms.<\/p>\n<p><a title=\"mailto:wayne@wensmedia.com;angela@wensmedia.com?subject=Please%20contact%20me%20to%20talk%20about%20your%20ROI%20workkshop\" href=\"mailto:wayne@wensmedia.com;angela@wensmedia.com?subject=Please%20contact%20me%20to%20talk%20about%20your%20ROI%20workkshop\" target=\"_blank\" shape=\"rect\">Click here<\/a> to inquire how our Radio R.O.I. (Return on Investment) workshop can help account executives sell more by positioning radio&#8217;s positive R.O.I.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"15\" bgcolor=\"#ffffff\">\n<tbody>\n<tr>\n<td align=\"left\">\n<p align=\"left\">\u00a0<img loading=\"lazy\" decoding=\"async\" alt=\"\" src=\"http:\/\/ih.constantcontact.com\/fs033\/1110193228975\/img\/7.jpg\" width=\"97\" height=\"67\" name=\"ACCOUNT.IMAGE.7\" border=\"0\" hspace=\"5\" vspace=\"5\" \/><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Positive Selling &nbsp; I am a proud member of the RAB and a huge proponent of any effort to sell radio&#8217;s preeminent role in the new media landscape rather than selling one station or cluster against another. In a recent RAB newsletter, the headline read, &#8220;One in Three Social Marketers Dissatisfied with Results.&#8221; It was [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-435","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Positive Selling - 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\/positive-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Positive Selling - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"Positive Selling &nbsp; I am a proud member of the RAB and a huge proponent of any effort to sell radio&#8217;s preeminent role in the new media landscape rather than selling one station or cluster against another. 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