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'I Tried Radio And It Didn’t Work.’

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(1/15/2014 4:12:15 PM)   Flag as inappropriate content
I would respond by turning the focus toward the customer and say "if I bought an inferior product from YOUR competitor does that mean I shouldn't buy from you either?" Nobody wants to be judged by a lousy provider. We hear crappy radio ads all the time. It's still an awesome product when used properly. Too few know how to do it anymore.
- Sanford cohen
(12/27/2013 9:30:42 PM)   Flag as inappropriate content
While it's a bit outrageous to be expecting a "52 week annual" from an advertiser new to Radio, you've got the right idea. When I sold and managed Radio sales teams I specifically prospected non-radio accounts, and closed many of them.
But with corporate radio, you have a product that's been weakened, whored out, & converted into a commodity.
I don't envy those of you who have to bring home the bacon in these times. But remember, you're selling ideas that convert to sales for your client.

- Panama Jack
(12/20/2013 8:08:07 PM)   Flag as inappropriate content
Yes, Phil, I did indeed suck at radio sales - in 1969. A little water has gone under that bridge since then. Further, I will comment where I think it might be useful or warranted. I didn't grow up in this business in a programming bubble.

Meanwhile, Roy promotes a better deal for the sales folk based on the longevity of the programs they are pitching. Agreed. Good. Next...?

Just don't ask me anything about engineering. In that area, I truly am clueless.

- Ronald T. Robinson
(12/20/2013 4:59:29 PM)   Flag as inappropriate content

I really have no interest in a dialogue with you, but I suggest that since you've admitted publicly that you were a failure at radio sales that you refrain from commenting on that subject.
Roy's topic was related to sales and retaining salespeople.

- Phil
(12/20/2013 12:14:17 PM)   Flag as inappropriate content
Our industry doesn't attract good sales people because they could go sell cars, the customer comes to them, so there's no work on their part, and a single sale is often over $20000. Compare that to radio... we have to identify the customer, get past the gatekeepers to the decision maker, and arrange to go meet with them. If you're not a top station or you're in a small market, the spot rate is only a few measly bucks. Then you have to write, cut and schedule a spot...
- Mike
(12/20/2013 12:07:19 PM)   Flag as inappropriate content
To the contrary, Phil. Roy's main point is a "gimme" and who would argue? A little "money motivation" never hurt.

What he glossed over is still more important - supplying the sales department and the client with the appropriate messaging - short and long-term.

That would include those times when an advertiser really does have something unique or outstanding to advertise and could get satisfactory results with a short-term blitz - so long as the commercial content was also up to snuff.

- Ronald T. Robinson
(12/20/2013 10:13:45 AM)   Flag as inappropriate content
The 3 previous commenters miss Roy's point entirely, of course. But that's what their basic problem is. They don't listen, they preach.
Roy's thought of a higher commission payment for brand-new radio users is a fine idea. A number of stations can attest to it.

- Phil

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