{"id":766,"date":"2014-05-28T13:08:21","date_gmt":"2014-05-28T13:08:21","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=766"},"modified":"2014-05-28T13:08:21","modified_gmt":"2014-05-28T13:08:21","slug":"prospecting-easy-as-1-2-3","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/prospecting-easy-as-1-2-3\/","title":{"rendered":"Prospecting: Easy as 1-2-3"},"content":{"rendered":"

With some advertisers shifting their budgets to shiny new media, prospecting for new business is more important than ever. By the way, those who migrate from proven advertising basics to try something new will eventually return to a more intelligent mix of broadcast and online, but in the meantime, you need to make a living.<\/span><\/p>\n

These 3 steps will set you apart from those salespeople trying to sell technology instead of results:
\n1.)\u00a0 Prequalify prime targets. Just because you saw a business advertise elsewhere does not prequalify them to advertise with you. Know your audience and what your audience is likely to buy. Then do your homework to become a marketing expert in those categories your audience wants and needs.<\/span>
\n 2.)\u00a0 Develop customer-focused reasons for prospects to see you. I recently interviewed a group of sales people who said prospects in their market would not make appointments to see them. When I asked them why advertisers should see them, they said things like “you know, the usual stuff…we have a new format, a great station, a growing audience…..” Wrong!\u00a0 Your prospects want to talk about their goals, their problems, and their objectives, and what you can do for them; they don’t want to hear how wonderful your station is until you can persuade them you care about achieving their goals.<\/span>
\n 3.)\u00a0 Just do it. Once you have become fluent in the language, the marketing and trends of your target categories, set aside a fixed time every day to pick up the phone, send an email or snail mail to demonstrate your expertise, and your intent to serve your prospects’ needs. And don’t give up after a couple of contacts. Go long, often, and deep, with each prequalified vertical you have chosen to serve. As long as every contact you make benefits the prospect and doesn’t degenerate into talking about you or your station, you will eventually get that appointment to begin the selling process.\u00a0\u00a0<\/span><\/p>\n

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With some advertisers shifting their budgets to shiny new media, prospecting for new business is more important than ever. By the way, those who migrate from proven advertising basics to try something new will eventually return to a more intelligent mix of broadcast and online, but in the meantime, you need to make a living. […]<\/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-766","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/766","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=766"}],"version-history":[{"count":11,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/766\/revisions"}],"predecessor-version":[{"id":777,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/766\/revisions\/777"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}