Selling noncomm Radio Spots

[joshzz]

Hi,

Please help me.

Is there a book or video that teaches potential sales people how to sell noncomm radio.

We run a noncomm station and spend a lot of time training sales people only to lose them in a short time. Most people aren't cut out for sales and within a month or two they are gone. I'm tired of training them only to watch them disappear.

If we had a video or book on how they are to approach businesses etc., in order to secure them as underwriters, it would be blessing.

In all honesty, I'm burning out spending time with people that just aren't cut out for sales as a living.

Your help is appreciated . Joe

 

[gr8oldies]

Not specifically about radio, but have you ever read Frank Rumbauskas's material? He's the anti-old school sales guru, his books are "Never Cold Call Again" and "Selling Sucks". Maybe you're burning people out on endless cold calling, looking like you're begging for underwriter support?

 

[Roger That]

P.S. Non-Comm radio hasn't cornered the market on high-turnover in its sales department. The same issues exist in Commerical Radio. Even the ones that ARE cut out for sales careers find out quickly that they can make more money in another genre of sales.

 

[redneckriviera]

Hi,

Please help me.

Is there a book or video that teaches potential sales people how to sell noncomm radio.

We run a noncomm station and spend a lot of time training sales people only to lose them in a short time. Most people aren't cut out for sales and within a month or two they are gone. I'm tired of training them only to watch them disappear.

If we had a video or book on how they are to approach businesses etc., in order to secure them as underwriters, it would be blessing.

In all honesty, I'm burning out spending time with people that just aren't cut out for sales as a living.

Your help is appreciated . Joe

Here's a few ideas.

One, selling non-comm radio requires a longer & steeper learning curve on the part of both the seller and the client, so figure on the whole process taking much longer than you'd like. Therefore, pay your sellers more than you think you should and give them much more time than you'd like to allow them to become successful. Think of their first year as a crash-course bachelor's degree in selling; their second year as a master's degree; and the third & fourth years as a Ph.D. By the fifth year they should be experts.

Second, stop thinking of what they do as "selling spots." Underwriting is not advertising. Underwriting announcements are acknowledgements of a contribution. Yes, the wording may be exactly the same as a commercial, and the marketing impact the same, but both the seller and the client must understand the difference. It helps set your station apart from the rest, but it also can help pave the way for a long, smooth relationship.

Third, look for prospective reps among your base of listeners and/or organizational members. Selling is more of a talent than a craft--more like singing or dancing than like being a mechanic or a technician--so the people you're looking for may not be where you're most likely looking. Maybe they're retired. Maybe they're at-home moms. Among my eight sellers, the top-biller is a young mom who works an 8:30A to 2:30P workday for us. Within our company (all stations), the top-biller is an 86-year old former school teacher who couldn't stand being retired.

 

[amfmsw]

And target the right businesses. Commercial Banks, Utilitiy companies, Hospitals/Medical Centers, large local employers, Investment houses, Attorneys/Law Offices and such. These have seperate funds and budgets for such things. You don't really want to talk to marketing directors and advertising managers. Community liasons are looking for local public service groups to support. Advertising departments are looking for Return on Investment. Steer away from most retailers.

Think of a high school play program with dozens of local professional types cutting a check to have their business card copied and printed. They know it's not advertising, it's community support and goodwill. You cannot have a "call to action" in the announcement, mentioning sales, prices, offer ends Monday at 9. Just generic "with 52 years of serving the ...area", awards they received, warm & fuzzy stuff. Give them an hour credit of commercial free presentation with 3 or four mentions per hour, then ask them "how many hours a day do you want to sponsor?". If you're in a small community with a small signal, ask for $50 per hour. Offer them 4 hours a day in different dayparts.