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Revenue dictates what radio can do

You can still make money with radio if you actually realize sales is more about establishing trust and relationships. And you have to have their back.

I had one regular 'big spender' that had a tough time coming out of the Covid shutdown. I was selling football and his budget was spent. I told him he was a major player people watched. It was important he didn't take a step down as that might be perceived as not doing so well. I said I wasn't allowing him to take a step back. He had sponsored football every year. I gave him a football sponsorship at no charge. He was blown away. I said I had his back and my job was to work for his continued success. Needless to say, I have his loyalty and the bulk of his ad dollars. Simply put, do what is right for the client.

I had another account that told me he always buys from me because I visit in person and know him and his business. Those that call or email are told to visit in person like the radio station but they don't. Working harder pays off. I've had several say they appreciate I work hard. Showing up at their business conveys that.
 
I ran the family business, an auto body shop. It was a tough slog, and we never got rich. I enjoyed doing radio ads, and would voice them myself, but it takes an awful lot of spots to make a difference when the average person only has one wreck every 7 years. My favorite thing to do? Sponsor school closings in the winter. People who already knew me told me they enjoyed the ads but I can't really point to any new customer it ever brought in the door.

But...I can 100% point to other businesses that had me as a customer because of their ad on the radio! An example: back in the early nineties my Dad wanted an old photo enlarged. I remembered hearing an ad on the local station but couldn't think of the name. The radio salesman, a real friendly guy, had sold me those packages from time to time so I dialed him up. "Frank, who is that photography studio you've been promoting?" It turns out they hadn't advertised in months! He gave me the name, I made the call, they got the job. If Frank was smart, he was on the phone to them before I was!
 
b-turner said:
My average account spends $300 a month. Our $300/month package is $580 month to month but I sign people up on a "no penalty cancellation anytime" contract that becomes 'til furher notice at the anniversary. I learned long ago if you can join the list of monthly fixed costs like utilities and rent versus the list of bills you have control over, the client tends to stay on perpetually. One of those has been on about 7 years. About 30% will not go a full year and cancel. Most say they'll try a couple of months and I say sign the annual because it cost less and you can stop anytime. If I do my job right and we produce the results to justify it, you'll want to stay on all year and be the one guy asking for the business and getting it in the slow times when no competitors are asking for business. Here clients range from $100 to $1,700 a month.
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So what does $300/$580 a month get you? Are we talking ROS here or sponsorships of news/weather, etc?
 
3 per day: 1 AM drive, 1 Midday; 1 PM Drive. All weathercasts 24/7 purchased by 1 client. We sell non-exclusive local news sponsorships (3 casts; 4 clients each rotating casts daily).
 


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