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Paul Weyland

The Magic For Sellers

The Magic For Sellers

Rock music fans are aware of the "27 Club," that horrible category of talented musicians who died at age 27. That list includes Jimi Hendrix, Brian Jones, Jim Morrison, Janis Joplin, Kurt Cobain, Amy Winehouse, and others. But there's a "Club" that is not morbid, and its members are at the top of the local broadcast sales game.

Talking Points: Clients To Consumers

Rather than the useful information consumers need to know, most broadcast commercials are filled with meaningless cliches that no one wants to hear. Today's consumers don't like being "sold," but they don't mind being informed. Here are some talking points that listeners and viewers might like to hear from some of your clients.

Regional Banks and Credit Unions

A bank manager in the Midwest recently told me she stopped advertising on radio because she had run out of ideas for commercials. All of her recent efforts had revolved around jokes but she hadn't heard any good jokes lately so she quit advertising. I'm not kidding. She was terrible about communicating the great things she does for people every single day.

RV Having Fun Yet?

I recently met with an RV dealer in southern Minnesota. He had been considering using small-market radio stations to sell his RVs. He had used radio before in larger markets and was skeptical about his results. After our conversation, he wasn't just thinking about radio anymore, I gave him an idea that convinced him that broadcast advertising was the best thing he could utilize to create new customers.

"Shocking" News About Your Client

While attending the University of Texas, I had several jobs. One of which was a men's store (haberdashery). The owner was a terrific salesman named Sol Ginsberg. He was a diminutive man with white hair and big black horn-rimmed glasses. He spoke with an Eastern European accent.

A New Year's Resolution

Here's a New Year's resolution for broadcast salespeople: immediately stop selling spots and ratings and instead focus on formulating and selling ideas that identify and solve consumer issues. Local direct clients don't want "spots." They don't want to wade through computer-generated ratings reports. What they need are ideas that will generate new customers without having to sacrifice the client's gross margin of profit.

Redefining Your Perceived Value

This article is about why people pay more if they perceive value and how you could make much more money for you and your station if you can teach your clients that you are their most valuable asset when it comes to advertising and marketing.

More Big Thinking From Small Markets

There is no question now that broadcast radio and television stations are losing revenue share to search engines like Google. Local direct decision-makers are taking dollars previously spent in broadcast and plowing them into search-engine marketing companies. Leave it to a smart small-market manager like Bud Kitchens with East Texas Broadcasting, Inc. to come up with talking points we can all use to dissuade our clients from spending their budgets on search engines.

Obstacle Delusions

OBSTACLE DELUSION: Broadcast salespeople just assume that a local direct client cant afford to pay more than say, $2,000 a month for a schedule on your station. REALITY: Many business owners could afford to pay at least that much per week.

How Many Budgets Really Get Budgeted?

As Peter Drucker said, The purpose of a business is to create and keep customers. About a month ago, I witnessed the following conversation between a broadcast sales rep and a local direct client... Client: All right, Ill give you guys a shot. SP: Thank you. By the way, whats your budget for this? Client: $1,750 for the month. SP: Okay, well make that work for you. Thank you. Well be in touch soon to work out the copy details.

3 Things Clients Really Need From You

The first is a good reason to return your call. Like you and everyone else these days, your client is bombarded with spam. But unlike you, your client is also bombarded on a daily basis by human spam.

To Sell the Truth

This article is about teaching clients a much better way to reach out and turn consumers into their loyal customers. Its about how clients can attract new customers without ever having to put their product or service on sale. Have you ever had a revelation so powerful that you just clasped your hand to your forehead and went, Wow! And its so simple and easy! Well, that happened to me a couple of years ago when I discovered something about my local direct clients that I had failed to recognize for nearly 40 years.

Win Control Over Creative!

I used to help emcee Spamarama, the worlds largest tribute to Potted Pork Products here in Austin, Texas, so I know something about pink meat and opening cans. But thats not what this article is about. This article is about how to create great commercials. I have learned the hard way that local direct clients are not creative geniuses when writing commercials.

A Client You Can Never Close

So, you had a great meeting with a local direct client. The last words you heard from her were, That sounds great. I think we can do this. Just let me take care of a couple of things first and Ill get back to you within the week. The week comes and goesstill no call back. You write an email. No reply. You call back and get the answering machine. You leave a message. You begin panicking. No call back. You call again and leave another message. Again, no reply. What happened?

Maybe Its Time For Her To Go

A newly hired sales manager in a small market has inherited a perplexing problem. One of his senior reps, an employee at the station for decades, is consistently bringing in the lowest average rates as well as the lowest average orders. Due to her longevity, the account executive has a very large account list and is personal friends with many of her accounts.

Making It Look Like Magic

There is good account servicingand then there is exemplary account servicing. With all of the media competition out there right now, the old good just isnt good enough. Taking the clients order and writing it up correctly, scheduling production, seeing to it that the clients order runs as it should, making certain that the clients invoice is sent in a timely manner, and promptly responding to client calls or complaints, are all examples of good customer service.

King Revenue Killer: Call Reluctance

One Tuesday afternoon I was leaving a lunch meeting with a client. As we walked toward the parking lot I saw, among a crowd of people exiting a movie theater, one of my salespeople. Surprised, I said, What are you doing at the movies? And, equally surprised, he answered, Hiding from you. I took the client back to his office and drove back to the station. The entire drive time back to the station I just couldnt shake the image of that employee spending a couple of hours at a movie.

Ideas For Clients Who Save You Time

Last month I met with the decision-maker for a chain of dry cleaning stores. She was wary of broadcast advertising and her account executive had trouble even getting her to commit to a meeting. When she arrived, she said she could only stay for 30 minutes. She wound up staying for an hour and a half, took pages of notes, and now plans on spending most of her 2014 advertising budget on my clients station. Heres why.

Who Really Has The Rate Problem?

In the mid-'80s, when I first started selling broadcast advertising, my average order for local direct hovered at somewhere between $1,500 and $2,500 per month. Why? Here's what I came up with my "evidence": Because that was the range that I had determined was acceptable to Austin, Texas, business owners at that point in time. Because that was the average monthly order sold by senior sellers at our stations. Because that seemed like a lot of money to me at that time.

The Negotiators Negotiator

Lets watch a video today. I have learned a lot from watching YouTube videos, like how to fix my vacuum cleaner, or how to repair a broken garbage disposal and, recently, how to play the Stones "Brown Sugar" in the correct open G tuning. But what can YouTube show us about negotiating?

The Elephant-Sized Local Clients In The Room

Lets talk about potential elephant-sized local direct budgets from elephant-sized potential clients that virtually none of us are calling on in any meaningful way. Im talking about big industrial/mining/manufacturing clients, some of the biggest employers in your market. While these big businesses may not necessarily be consumer-oriented, there are still many reasons they should be advertising on radio and television stations all year long. We just need to teach them how to use us. Here are some of the talking points youll need to turn some of these giant non-advertisers into regular clients on your stations.

Young Seller, Old-School Broadcasting

I have been approached several times in the past couple of years by younger broadcast sellers who feel uncomfortable because they dont personally use all of the products they are selling. In other words, they (and their friends) dont listen to traditional radio. They (and many of their friends) find traditional television so old-school they dont even HAVE one in their living rooms. Their moral dilemma seems to be, How can I sell something I secretly dont really use or even like?

How to Bring Rates Back Up

(Paul Weyland) Cheap rate packages are keeping broadcast stations from reaching their short- and long-term revenue potentials. In markets all across the country, rate structures are cratering, with prices dropping in some cases back to early-1980s levels. It's time to go back to the future.

Theres A Chicken In The Room

The reason we get so many chicken poop orders from local direct clients is because there is a chicken in the room, and its not the client. As a sales rep, youve got to ask yourself how you come up with the amount youre asking your client to spend. What is that amount actually based on? Who really sets the low budget bar? Is it the client, or in reality is it you, the rep, recommending the chicken poop schedule?

When To Get Up And Leave The Client Meeting

A friend of mine forwarded a post that someone wrote about a big buy that went south, even after the client had initially said Yes. The problem was that one of the salespeople on the call wouldnt shut up. She got so excited about what she was selling that she extended the length of the meeting by nearly an hour. She was so wrapped up in details that she never noticed the panicked expressions on the faces of her teammates.

The One-Page Proposal Clients Love

After youve thought about the way your client answered your seven-question client needs analysis regarding his advertising and marketing efforts, youre ready to put your conclusions and recommendations into proposal form. My favorite proposal format is what I call S.O.S. (Situation, Objective, Strategy).

A Simple CNA Clients Love

Local direct decision-makers often find broadcast sellers Customer Needs Analysis forms awkward, especially if youre the third media rep this week thats asked them to help fill one out. Many business owners would rather snack on wasps than help you fill out a lengthy form. The best way to get the information you need from local direct clients is by asking good questions and then listening very carefully to responses during the course of normal conversation.

Raise The Bar On Local Client Budgets

These next few months are critical for broadcast reps trying to lock in 2014 local direct ad budgets. The question is, even in a recession, are you asking for enough or are you leaving money on the table? Almost every week I sit with local direct clients and help them come up with long-term marketing and advertising strategies. Its interesting to observe how these business owners behave when you ask them for real money. They usually squirm in their chairs and then lean forward, as you now have their full, undivided attention.

Working With Independent Insurance Agencies

Heres a five-year marketing and advertising plan worth a million dollars for a local insurance agency. Family-owned independent insurance agencies make great local direct customers. Their money comes from commissions paid by the insurance companies. Gross margin of profit after the cost of labor is 30 percent.

Are You a Squirrel Chaser?

I own a border collie named Shiner. Border collies are supposed to be the brightest of all dogs, but thats not the case with little Shiner. Shes very sweet, but shes not so smart. The bane of her existence is the common squirrel. Shes so busy chasing them that she misses the more lucrative cats and deer that are in PLAIN SIGHT.

Toothless Commercials Dont Work

Many times, local direct decision-makers turn down perfectly good creative ideas, opting instead for bland, clich-infested spots that are all about the advertiser and not about the consumer. The easiest thing to do, of course, is capitulate to the client and just run the clients spots the way they want. Many broadcast salespeople take this approach, wrongly believing that the client is always right.

Big Thinking In Small Markets

Just because you work in a small market doesnt mean you have to think small. Small market broadcasters have a significant advantage over their cousins at the large and medium stations. This is because a business gross margin of profit remains about the same whether its operating in a small, medium, or large market.

Catering To The Bottom-Feeders

Look at all of the small businesses out there that only advertise when they have sales. 20 Percent Off! 30 Percent Off! Many of them will spend 97 percent of their advertising budgets going after the worst, most disloyal three percent that would only buy if your clients prices were the absolute lowest available. What a miserable life, only dealing with the disloyal and parasitic bottom-feeders.

Smart Sellers Always Calculate ROI

Nobody in media sales likes this surprise: Cancel my advertising. Its not working. Wouldnt it be a shame if the only reason the client called to cancel was based on false information? And more shameful because the seller, unaware that the false information was the only reason, timidly accepted the cancellation without any argument whatsoever.