October 20, 2014Monday, October 20, 2014
Is your team giving up early? I read a piece a few years ago that it takes at least five calls to close a deal, yet most people give up after two, or maybe three.
I decided to analyze that over time with some new business on our stations and once closed, I asked AEs to track the progress of sale. Indeed, that statistic was true, almost dead-on true. The solid orders took more meetings.
Then I asked them to go back and reconsider the prospects they gave up on. Somewhat reluctantly, the good ones went back and sure enough, their closing ratio went up with more calls.
Patience my friend. Patience.
October 17, 2014Friday, October 17, 2014
As we wind down the year and head into the holidays, you should also be thinking about First Quarter 2015. Below, are some points I made a month or so ago in this column that I thought should be a good reminder to get things together for 2015. Are you doing a special Q1 ...
October 16, 2014Thursday, October 16, 2014
Here's an oldie,but a goodie: This list was published by Mitch Meyerson and Jay Conrad Levinson, called 100 Guerilla Marketing Weapons, from their site www.gmarketingcoach.com. Here's a few: Outrageously good service Follow-up Fusion marketing 30-second marketing ...
October 15, 2014Wednesday, October 15, 2014
So, you want to finish strong? Then break it down. Do this exercise. Take every revenue category in your book of business; National, Local Agency, Local Direct, NTR, Digital ... you know the drill. Break out exactly what you need from each. Then compare that to ...
October 14, 2014Tuesday, October 14, 2014
Do your own "Upfront!" You've heard about these put on by television networks where they host elaborate presentations at places like Carnegie Hall and Radio City Music Hall to preview the new year and lay in their base business with large advertisers. They invite all ...
October 13, 2014Monday, October 13, 2014
Do you think you should be doing better in one specific category? Consider making that your sales team's focus for a couple of weeks and do a "Category Blitz." Strategize on a special package or offer to take to prospects in this category. Each morning of the blitz, take ...
October 10, 2014Friday, October 10, 2014
For the last several years, I've tried to create an image in the buying community that we are a MARKETING ORGANIZATION not just a radio station or purveyor of spots. We have so many marketing tentacles that can be mobilized for the benefit of our advertisers and can come ...
October 9, 2014Thursday, October 9, 2014
The 30/30! Every client wants to own something and the 30/30 concept is one that works time and again for a variety of categories. It works for the client because they are providing a solid information segment combined with a call-to-action commercial. I know it takes ...
October 8, 2014Wednesday, October 8, 2014
I know we spend a lot of time making sure our formats are tweaked just so. We oh-so-carefully set up and execute formats that are dialed in to our targets and execute them with the precision of a surgical knife. However, within the framework of your "format" you have ...
October 7, 2014Tuesday, October 7, 2014
Yesterday, we talked about accurately representing the market in your forecasts -- and let's face it, that's always a crap shoot ... an "educated" guess. Just make sure you get the "educated" part of that right. Talk to your local TV GM and ask the same question. Get a ...