Re: Sales
> > Yes, it's about the listener...to a degree. Radio is a
> > business, and those who don't admit that are fooling
> > themselves.
>
> > Radio is about getting as many listeners as possible with
> a
> > product THEY want , and arguably, is sellable. In turn
> those
> > many (cume) will frequent the popular format/station,
> > thereby increasing ratings, which gets more sales (and a
> > higher rate), which makes the station money. If the
> product
> > sucks the listeners won't partake, ratings tumble, sales
> > slow, the revenue drops, format gets flipped.
> >
> > I've also been on the other end. Station is #1 target and
> > core, yet Sales still can't sell water to a dying man.
> > Meaning...the sales dept sucks. Yet the station STILL gets
>
> > flipped b/c, according to sales, it's not "sellable", or
> > doesn't target P25-54. BS!
>
> The ideaology of business in the past ten years has changed
> in ALL sectors not just radio. The common thread is the loss
> importance of the customer. (Try getting a customer service
> rep from the US anymore.)Companies have become less personal
> just like radio.Many companies lose sight of their employees
> who make them the money and the people spend it by just
> looking at the the figures. The problem here is it becomes
> short term gains instead of long term term stability.
>
> Let me take from a formula that I believe that has been in
> my estimation successful for my current TV show. No it is
> isn't household name but my employers are very happy.
>
> Hosts: Need to know the demographic they are reaching. Every
> show is set for a certain goal. Whether it is to speak to
> ten listeners/viewers to making a guests/clients phone ring
> off the hook. Hosts need to know what they are selling and I
> believe it really works to understand the product you are
> pitching. If the host doesn't understand the product then
> most likely neither will the listener nor will they do a
> good job pushing it. Hosts must know what they are talking
> about.This approach applies to listeners as well. Hosts need
> to know what gets their phones jumping and get that call to
> action going. I have seen better returns when the host
> listens audience than expecting the audience to listen to
> them.
>
> Sales: Know your host. If you know their personality you can
> target better products.(As a producer I know what my hosts
> like) Know the demographic. Know the habits of the spot
> buyer and the demographic the spot buyer is wanting to
> reach. I know many sales people who just sell to make the
> cash not for the team. Again short term gains over long term
> prosperity. Honesty. I find telling people the honest pro
> and cons has yielded better results. Also understand the
> true value of what you are offering and deliver it.
>
>
> Example: I had a friend buy a slot on an XM channel because
> at the time it was dirt cheap. He was hesitant I told him to
> market to truckers he was sitting on a goldmine. His sales
> went through the roof and he ended up only relying on XM.
> Now he doesn't rely on his affiliates but his own show.
>
> This may sound too basic or too common sense but time and
> time again people forget the basics.
>
It's rare that I'll defend Sales (there are a few good ppl), but I will on this occasion. Programmers are at fault, to a degree, in that they do not sit down with the Sales mgrs and relative staff to discuss the format, the target, etc. Programmers should go on a sales call now and then. And with Sales staffs in continual flux, all mostly under the age of 30, it serves well PD's of library formats to keep the Sales staff "educated" about their stations and formats. One sheets for shows/features are nice, but don't really "sell" the station to the Sales staff.<P ID="signature">______________
www.OhioRadio.net
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Edited by bigwoody on 03/17/06 09:40 PM.</FONT></P>