Through the Eyes of the Retailer

De-clutter Your Life & Improve Your Confidence

 

A lot of people carry around with them a lot of “baggage” or “clutter” in their minds.

 

Are you like this?

 

If you are, I bet it had a negative influence on your confidence and self esteem.

 

The approach

 

Take a look at your life and get rid of this baggage by asking yourself a series of questions and by completing the following exercise.

 

In effect, what we are doing is making certain tasks “complete”, drawing a line under them and moving on.

 

Another term for this is “psychological completion” or just “completion”

 

The following set of questions can be taken at one sitting or over a number of hours/days.

 

By writing the answers down they become more formal.

 

Get to it and watch your confidence soar!

 

 

 

1.    Putting up with!

 

·         Make a list of 10 things that you are putting up with at home

·         Make a list of 10 things that you are putting up with at work

·         Make a list of 10 things that you are putting up with in any other area of your life

·         Make an action plan to get rid of/communicate these things that you have been putting up with

 

 

 

 

2.    Unfinished matters!

 

·         Make a list of things that are unresolved/unfinished in your life

·         Make an action plan of how to reduce this number!

·         Do you need to clear the air with anyone? If so, just do it! Life is too short!

·         Did you ever say that you were going to call someone or keep in touch with someone yet have done nothing about it? If yes, call them or send an email to them today

·         Let go of as many coulds, woulds, shoulds, maybe, oughts as you can. Write these down.

 

 

 

 

 

 

3.    Your standards!

 

·         Write down the standards that you have been saying to yourself that you should have; let go of these and write down a list of the standards that you are going to have in your life from this day forward.

·         List 5 people who you admire the most. Identify their greatest qualities, behaviour and how they lead their life. What standards so they have? What standards could you raise starting today to be more like them?

·         Respect that other’s standards will be different from your own. Think of 5 close colleagues or friends – what are their standards and how are they different to yours?

 

 

By completing these exercises you will be able to focus more on the here the now and the future.

 

You will now be able to let go of some of the things that have been taking up your valuable attention – those things that knock your self esteem.

Radio Spots for $1.00 each???

That’s what the sales manager of a local radio station told me when she called…. Now let me get this straight….As a retail business I can now purchase either a 30 or 60 second radio spot on your station for one dollar? I was shocked and saddened, this wasn’t the radio I sold for 25 years, and the station making the offer wasn’t a local mom and pop. This was a property of one of the largest radio groups in the country. What is this saying to retailers and businesses alike about what they have been paying for all these years? Has this station become that desperate? When I started in radio at a 1000 watt AM in the 70’s, I sold 10 second weather updates for $1.25 each and now almost 40 years later… $1.00 radio commercials? We as a country have been in tough time before but $1.00!  Don’t defend or justify this move by saying “maybe the station ratings were low.” We all know stations that are doing well without a rating story to tell. Or maybe they decided to become “the good guy station” giving away airtime for $1.00 to all the struggling businesses during these slow times. It would be interesting to see if anyone reaches out to help “the good guy station” as they move closer toward the poor house.

One very important thing you must always remember is the retailer who sells a tangible product. They can see it and feel it. They know how much each one cost and what they need to sell it for to make a profit. Sometimes this makes it hard to sign on the dotted line of radio contracts, knowing it’s something they can’t see. So when you lower the rates this low. You are adding credence to the belief (no matter how untrue) that you are only selling air and it costs you nothing. Understand, I am not saying you should never lower your rates; we have, as a country over the past year resurrected a form of communication called “haggling”. As a retailer I always find myself asking if I can get it cheaper. What I am saying is do not de-values your inventory and your station by presenting such a low rate.

As a retailer let me let you in on what some of your competitors are doing during these economic times.

(Yellow pages)They are not cutting their rates. (I asked) They are reworking the ad size, removing some color options, and reworking internet exposure.

(Television/Cable) They are keeping the rates the same as last year as long as you sign a contract.

(Print) They are doing a lot of added value combo selling, taking newspaper and adding possible magazine exposure and internet together as a package, also combining newspapers in different areas for reach.

(Coupons) They are adding internet exposure and additional distribution areas.

Think “value added”

Business owners today are not looking to get something for nothing. They are looking for something that works. Every business starts with the belief “You have to spend money to make money” they expect it. That is true for stock purchases as well as advertising investments. Show them a creative advertising package or program and they will listen. All retailers want to make money and grow their business. They want the guy down the street to do well and they want your station to do well also. There is nothing wrong with showing retailers you are changing the way you do business. We all are during these economic times. But don’t give rise to the thought that you are giving up by selling inventory this low.

 

 

What Radio Stations can do?

·         Add value by packaging  programs with remotes

·         Offer last year’s rates with a 12 month contract

·         Include  a jingle package with a 12 month contract

·         Offer a lower rate only if monthly billing is paid automatically by a credit card on file

·         Package programs and spots with internet exposure

·         Start a relationship with a coupon mailing company and offer a quarterly mail out to your clients with a 12 month contract

·         Offer on-air giveaways of retailers products and services in exchange for advertising buy

·         Offer on-air interviews with clients in exchange for advertising buy

 

 

 

 

Recently I asked three local retail businesses this question: What is the first thing you would say to your radio station rep if they offered you an opportunity to purchase 30 or 60 sec. spot for $1.00 each

Retailer # 1: Are you going out of business?

Retailer # 2: Up to now, why have I been paying so much more?

Retailer # 3: I’ll sign a year contract if you guarantee me a $1.00 rate.

I know that not all radio stations are giving away inventory as low as this. But it needs to be recognized as a desperate and harmful measure by a few stations. How would you like to be the sales reps months from now who have to go to these same retailers and up sell them? Getting them back to what they were paying before this all began.

 If you are a Sales Manager of one of these stations, be ready to go on a lot of closing calls with your people.

 

Staying Positive Around Negative Friends & Colleagues

.                                                     The people whom you have the most contact with and hang around will have either a positive or negative affect on your levels of self-esteem and confidence.   We all know those people who are positive, happy and joyful to be around.   How do they make you feel?   Yes, they make you feel the same! They can put zest into a boring atmosphere and can fill the room with positive, can do vibes.   We also know of those people who moan for America!   They never had the opportunities, they are always putting people down, they don't like others to be successful, they are jealous and are negative thinkers alway see doom and gloom - need I go on!   These people drain your energy and bring you down to their level, a million miles away from the level that YOU want to be operating on.   Family members can be a lot like this also but you can always choose your friends, you can never choose your family!   So what should you do to make sure that the people who you hang around with empower and support what you stand for rather than bring you down all of the time?   1.    You have the power to choose who you hang around with. Ideally you want happy, vibrant and positive people. 2.    If you have good friends who are negative and yet you still want to hang around them, make a point of letting them know how you feel - if they are a true friend they will respect you for this. If they are negative from time to time just acknowledge that this is what they are like and block out the negativity. 3.    The same can be said with family. Your more mature family members have behaviors that have been conditioned for years and years and from different eras. Appreciate where they have come from and as in number 2 above, elicit and select the information that filters through to your brain. 4.    Remember, that nothing has meaning in life except the meaning that you give it.

20 Quick and Practical Methods to Increase Your Confidence

 
 1.    Think about someone who is confident and act, talk and walk like him or her. Model their mannerisms and behavior. It works for them; it will work for you.
 
 
2.    Smile a lot more. That doesn't mean putting a silly grin on your face! But smile when you walk down the street, when you meet people and generally be happier even if you're not feeling that way.
 
 
3.    Learn from the past; don't beat yourself up about it. It's gone; it's never coming back. Instead learn from it for next time.
 
 
4.    Buy yourself some new clothes, get your hair done, and treat yourself to something new. It will make you feel better and will give your ego a boost.
 
 
5.    Are you prepared for situations? Are you prepared enough to meet any challenge that may come up? Are you prepared for that meeting, that presentation, that job interview, when you meet someone for the first time? If not, get to it.
 
 
6.    Play to your strengths. Know what you are good at and expose yourself to these opportunities at every opportunity - because you're good at it, you'll enjoy it and have more confidence.
 
7.    Improve your weaknesses. Know and appreciate what these are and put a plan in place to improve them over time.
 
 
8.    Learn how to say no to people. Don't be afraid, you've got nothing to be afraid of. Just watch the reaction on their face after you've said it the first time and there will be no going back.
 
 
9.    Be positive. Look on the "can do" side of things rather than the "can't do". You've accomplished lots in your life and you will accomplish lots more in the future.
 
 
10.Be in charge of your thoughts at all times. What is a thought? It's just a question that you've asked yourself and the thought is you're answer. If you're thinking negative thoughts, you're probably asking a negative question. Change the questions to be more positive.
 
 
11.Whenever you feel a negative thought coming, STOP, THINK, and say is this really important in the grand scheme of things. A lot of the time it isn't. Many people in life major in minor things!
 
 
12.Do you let the words of others affect you? Do you mind what they think of you? Remember that no one can make you feel inferior without your consent. It's not what they say to you that's the problem it's what you say to yourself after they have stopped talking that's the problem. Change the way you think.
 
 
13.List the words that you use on a consistent basis when you feel let down or annoyed. People use different words to mean the same thing and depending upon the intensity of the word - this will have an effect on your confidence. Instead of saying "I'm enraged about this" say, "I'm a little annoyed". Make a substitute list for the words that you use. Make sure they are lower in intensity and then use them. You'll be surprised with the results.
 
 
14.At the end of each day list your achievements and successes throughout that day.
 
 
15.Be appreciative of what you have to be thankful for in your life right now. Who do you love? Who loves you? Who do you help out?
 
 
16.Every morning when you're in the shower, play over in your head the events in the day as though they have already happened and they were a success. Visualize all of the meetings that you had, the people you talked to, the outcomes you had. Visualize success and confidence and it will be so.
 
 
17.Improve your body language. The way that you move your body has a massive impact on your confidence levels. Move your body assertively and walk with your head up, shoulders back and as though you've got somewhere very important to go. Feeling low in confidence? Change you body language
 
 
18.Emotion is created by motion. As in 17, make sure you move around consistently. This creates energy and gets the blood pumping around you body - it makes you feel better and more confident.
 
 
19.Learn to brag about yourself. Yes, you heard me! Talk about your achievements and successes more than you currently are.
 
 
20.And finally - You only live once, so any time that you are down just ask yourself in 10 or 20 years time - will what I am worrying about really matter?
 

Sales Questions to Ask Yourself and Answer Honestly

      1.       Do I continuously evaluate and update my potential client file?

      2.       Do I consciously evaluate every acquaintance as a potential client or as   someone who can lead me to a client?

3.       Have I developed a broad variety of information sources to identify potential clients?

4.       Do I keep a status record of each contact I make?

 

5.       Do I have a system of asking for referrals?

 

6.       Do I track referral activity and successes?

 

7.       Do my networking activities produce the results I want?

 

8.       Have I developed satisfied clients who regularly refer me?

 

9.     Have I developed a prospect-friendly telephone approach and script?

 

10.   Do I keep track of phone activities and results?

 

11.   Do I very my phone calling times to maximize results?

 

12.   Do I communicate interest and enthusiasm over the phone?

 

13.   Have I developed a pre-approach letter that encourages prospects to take my  call?

14.   Do I track my activities so I know what works?

 

      15.   Do I communicate my understanding of the prospect’s business and role?

 

16.   Am I able to get the prospect to open up relatively quickly?

 

17.   Is my focus on what the prospect has to say?

 

      18.   Do I ask questions to discover the prospects needs?

 

19.   Do I ask questions to discover who the other decision makers are?

 

20.   Do I adapt my selling process to the prospect’s personality style?

 

      21.  Am I able to discover active wants and needs?

 

      22.  Am I able to show the value of acting on these wants and needs?

 

      21.  Am I able to uncover obstacles to taking action?

 

      23.  Am I able to discover the consequences of not taking action?

 

      24.  Are my presentations client focused?

 

      25. Am I able to effectively communicate benefits and advantages for using my company?

 

      26.   Is my presentation Interactive and involving the prospect?

 

      27.  When I do proposals, do I tailor each one to the prospect?

 

      28.  Do I always ask the prospect for the business?

 

      29.  Does my sales process and approach conclude with a commitment by the prospect?

 

     30.  Have I identified the stalls and objections most often encountered?

 

     31.  Have I developed techniques for preventing the stalls and objections?

 

     32.  Have I developed effective responses for those that occur?

 

     33.  Do I ask for clarification of the stalls and objections?

 

     34.  Have I established relationships at multiple levels in each account?

 

     35.  Do you keep all contacts up-to-date regarding the value I am creating for them?

 

     36.  Do I actively seek introductions to key people within the business?

 

     37.  Do I conduct business reviews annually with my accounts and involve all

contacts?

     38.  Do I regularly report back to the people who gave me referrals?

 

     39.  Do I have a system of measuring client satisfaction?

 

     40.  Do I regularly develop add-on buys?

 

      41.   Do I regularly stay in touch with clients after the buy?

 

      42.   Do I provide follow-up during the sales process in a timely manner?

 

      43.   Do I have both long-term and short term sales goals with a plan for making           them happen by a specific date?

      44.   Do I have a system for tracking progress toward your goals?

 

      45.   Am I well organized?

 

      46.   Do I manage my time and activities effectively?

 

      47.   Do I find myself spending too much time with prospects with which I never do business?

      48.   Do I consistently seek better ways to increase your productivity?

 

      49.   Do I  prepare a lot of proposals that never turn into business?

 

      50.   Am I familiar with the advantages offered by my competition?

 

      51.   Do I consistently look for competitive information that will help me and my station?

      52.   Am I able to position myself effectively versus each of my competitors?

 

      53.   Do I know what percent of my sales comes from new clients?

 

      54.   Do I know what percent of my sales comes from repeat clients?

 

      55.   Do I know why my clients buy from me?

 

      56.   When business is lost or not won, do I know why?

 

      57.   Do I set a commitment objective for each contact with a prospect?

 

      58.   Do I know how many suspects I need for each prospect developed?

 

      59.   Do I know how many prospects are needed to gain a new client?

 

      60.  Am I able to demonstrate value to my prospects or clients?

 

 

The Interactive Selling Approach (Keep the Retailer Involved)

                                        
(From my Radio Ink article of 1/09)
I glanced at my watch as I sat across from a local radio rep. Who up to this point in time spoke almost nonstop on how great his station was. It's moments like these that I am most concerned by the direction of the radio sales industry. For almost five years now I have been in the retail business, quite a change from my 25 years in radio sales and management. But it has allowed me to see from both sides of the desk. Sometimes I find myself silently rooting some radio reps on. But this sales rep has over stayed his welcome.
"Excuse me, I said, He immediately stopped talking.
"Up to this point you didn't ask me any questions about my business, so let me tell you a few things. He them immediately stopped me in return.
"That's not necessary, I already know all about your business and if you would just take a few minutes to look at a few ideas I have for you. I think you will be interested."
At that point I should have thrown him the keys to the showroom doors and told him to lockup at the end of the day. The audacity of this person to come into my store and say he knows my business. Yet in reality that is what many radio sales executives are saying when they leave their customer out of the selling/buying process of "interactive selling".
In today's economic uncertainties and competitive retail atmosphere, merchants are not looking for just another radio rep selling spot contracts. They are hoping that those with new creative idea, information and media knowledge will call on them. Somewhat of a confidant who will listen as well as educate and inform them on the latest technological direction advertising is heading. Two years ago I would not have considered purchasing the first banner, coupon or link for my company on any internet site. Why? I knew this advertising option was out there, but I did not understand it all. How does it work? Who will it reach? Then a yellow page sales rep presented the internet during a meeting, and based on my answers to his questions, asked if he could sit at my computer and showed me firsthand what other advertising retailers were doing through the power of the internet. He went from site to site telling success stories other retail customers of his were experiencing. He took the time to educate me and show me (not sell me) on the benefits of using the internet as another advertising direction to increase the bottom line during these economic times. It must be noted however, that he did not take me on this cyber journey without my input. Every step of the way he interacted with me, asking more questions and I offered direction on what I was looking for if I were to invest in this service. By the end of our meeting we jointly created an advertising strategy for my company. When the retailer is involved in a plans creation, it's hard to say no at the closing of it. He walked out that day with an $8,000 sale. Since that time I have seen incredible results for my company through internet use.  
                                                        Points to remember
Listen
 Listening skills are vital but some people listen but they don't always truly hear what the retailer is saying. Have you ever said, "I know what I want to say, I just don't know how to say it." If you walked in my store today and ask me what the vision was for the next 12 months. I would know it in my head but to verbalize it in a short amount of time may take some thought, be patient. It is very important to listen carefully and reflect on small bits of information not fully exposed yet.In retail the best sales person is one who first listens to the customer then educates them on the product and then listens again. This same interactive skill is important for the radio executive to develop
Educate
When you come to see me or any retail client, don't just tell us what you have to offer. Explain and educate to the fullest, the benefits of what you are presenting while at the same time asking questions and encouraging input and participation from me on its customization for my business. This will increase my comfort level in making this decision.
 Remember, "Don't just tell when you sell, educate as well"
Summarize
And finally summarize back important point you and I have discovered in our meeting, assuring complete understanding and the inclusion of the retailer in this process.
 
 

The Importance of Raising a Retailer's Comfort level

The Importance of Raising a Retailer’s Comfort level

I would like to share with you an appointment I had with a yellow page rep today. It was with a young lady who had only been selling for 6 months. I was purchasing ads in two of her publications each one in a different county. Now I must admit I was ready to make it easy on the sales rep and myself by saying. Just give me what I had last year and under the same headings in both books, simple, right? I can go back to what I was doing and she can continue her day of selling advertising. But a number of time during her explanation of what I was about to purchase…she paused….look at the ad placement…flip some pages and flip back again and again…to a point were I didn’t say much and just watched. After a while she started to explain what she saw. That based the on size ad and heading placement. I would be better off placing different ads in different location in both books and also taking into consideration the products that are moving the best right now.

Now, what did she do here…She differently started to raise my comfort level….I address this in my book “Through the Eyes of the Retailer” that the most important part of the sales process is to make the retailer feel that they have made the right choice. I  Felt comfortable enough that I asked her to place them were she felt they would do the most good for my company. My comfort level was now confidence in her decision on my behalf. So, she placed the ads and saved me some money too.

Are You Seeking a Promotion This Year?

 

 

An area in which we can really get ahead of other people is in the workplace. And by getting ahead in this area you will be rewarded with:

 

·         More responsibility

·         Promotion

·         Greater job satisfaction

·         More money

 

So, how do you get ahead at work?

 

Well, the surest way to success is to render more and better service than is expected of you. If you just do enough to get by in your job, don’t expect your manager to be impressed enough to promote you.

 

What follows is an important exercise that you can do to put things into perspective:

 

I’d like you to imagine that you are the sales manager.

 

Now, write down the qualities, attitude and output that you would want to see in your workers in order for you to promote them.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      

The list that you have just produced is detailing some of the activities that YOU must perform if you are going to get ahead in the workplace. Ideally, you should work at all of them.

 

Please remember this - your requirements would be exactly the same as your managers, so there will be no great difference.

 

 

The secret to success in the workplace can be summed up in one sentence:

 

YOU MUST SELL YOURSELF

& DO SO AT EVERY

OPPORTUNITY

 

You were successful in selling yourself to the company during your interview, and you must also sell yourself to gain a promotion and to progress.

 

While at work you must seize every opportunity to demonstrate your ability to hold a higher position.

 

You must also be able to take on extra responsibilities and show how competently you can deal with it.

 

Don’t shirk responsibility - GO OUT AND SEEK IT!

 

See every challenge and responsibility as an opportunity to sell yourself to your manager and to the company. Show everyone what you can do and impress.

 

Remember, to grant you a promotion the company will want to have witnessed you in action and evaluate your past performance as well as what you would bring to the role.

 

An important facet to getting ahead is that you must demonstrate your ability to the right people.

 

It is no good demonstrating your ability to perform presentations if the audiences are your workers or friends - they will not be able to promote you.

 

Instead impress your boss, your boss’s boss and even their boss.

 

Use each opportunity to impress the right people every time.

 

One of the qualities that company’s are always looking for when evaluating a possible promotion is the contribution and ideas that you have introduced or recommended to improve working practices, profits and processes.

 

If you haven’t produced any ideas or suggestions to date, start right away.

 

How can your job be made more efficient?

 

How can processes be performed faster?

 

Better?

 

Cheaper?

 

Start to think of these improvements and whether or not they are successful or not, your manager and the company will be impressed with your attitude and commitment.

 

Start with a working brief, investigate all of the relevant information and data, analyze your findings and then come out with your recommendations.

 

Remember, it is no good just coming out with an idea if you haven’t got any evidence to back it up with.

 

The company will want to know the costs and the benefits and why the change.

 

Next, produce a professional looking document and offer to present your ideas to the management.

 

Rest assured, you will definitely impress and leave a lasting impression if you can get to the stage whereby you can perform a successful presentation within a managers meeting.

 

 

 

Plan out your presentation and rehearse it over and over again.

 

Don’t forget to make it interesting and add a touch of humor!

 

It is an excellent opportunity for you to sell yourself.

 

If done correctly, you will have attracted the attention of the people and that is what counts at the end of the day.

 

To achieve recognition you must make your successes evident but remember that no one likes a big head so be careful, but make sure that everyone knows what you have done and what you are doing - especially your boss.

 

If you are seen as a big head or boastful, you will tend to find that those people who will need to support you, will not, and support from your boss, colleagues, subordinates and family is critical if you are going to get ahead.

 

Learning new skills are essential if you want to progress at work.

 

If your company offers you the chance to take courses then do so. In addition, check out what courses are available at you local school, college or learning center.

 

To maintain your versatility, you must constantly update your range of skills and if you are not computer literate, I would strongly recommend that you attend a course.

 

Remember, in order for you to get ahead you must sell yourself and these added skills will enhance your MARKETABILITY.

 

Too many people set unattainable goals when they are at work and in order to get ahead you must be realistic.

 

It is really important that you are fully aware of both your strengths and your weaknesses and that you are in a role where you can exploit your strengths to the fullest and minimize your shortcomings.

 

Write down your strengths and weaknesses at work right now.

 

Play to your strengths and set yourself a goal of improving your development areas.

 

Write down what action you will need to take and then GO FOR IT!

 

It is important that after you have identified your weaknesses that you form an action plan on how you are going to improve upon them, whether it is by books, courses or seminars.

 

Another area that has a direct correlation to your success at work is your attitude and behavior.

 

The manner in which you communicate and your interpersonal skills are also very important. Effective communication is vital if you are going to succeed no matter what you are doing.

 

The way in which we communicate with people is broken down into component parts, and it is popularly believed that people to whom we are speaking understand what we say by interpreting these different elements in varying proportions:

 

VERBAL

·         7% of our message is interpreted from the words we use.

 

VOCAL

·         38% is picked up from our voice - speed, tone , pitch, rhythm etc

 

VISUAL

·         55% is what the other person sees - our body language

 

Please bear the above in mind when you are communicating to people.

 

Positive attitudes are far more fruitful than negative ones.

 

Anger and resentment promote isolation and destroy personal motivation, and the majority of people lose their jobs because of their attitudes and behavior rather than incompetence.

 

Always keep in mind that you must sell yourself to become a success. In essence, you should become your own Public Relations Consultant.

 

 

 

Ten steps to building your confidence and getting that promotion.

 

1. Generate a list of your accomplishments over the last year and highlight those of which you are especially proud (e.g. that mega-sale—one of the company’s biggest).
2. Generate a list of your qualities—the ones you feel are especially helpful to the team (e.g. your team spirit).
3. Have a clear idea about where you want to go.  What position?  What additional responsibilities you want to take on?  What salary you’ll command?
4. Learn as much as you can about the expectations of this role and the requirements for the position (e.g. education, experience, responsibilities)
5. Align your credentials with the requirements for the position you seek—prepare a case for yourself.
6. If your credentials are a clear match, go for it!  If not, learn more from your manager.
7. When you are ready, send a meeting request to your manager to discuss your role, and follow-up until the date has been set.
8. Be ever the consummate professional—wear appropriate business dress.  How do those who currently occupy the position you seek, dress?  Emulate them as best you can, of course within the range of your personal style.
9. When you meet with your boss, present your case confidently, speak clearly and help him/her make the same connections you’ve already made.
10. Should your boss not agree the time is right, be sure to inquire about specific skills, knowledge, and performance you can demonstrate in the coming months to ensure your growth.  Specify a timeframe in which you intend to obtain them, and agree to revisit this discussion once that period expires.

 

“Be courageous.  It’s one of the only places left uncrowded”

A BASIC Formula for Becoming a Top Radio Salesperson

(Taken from Radio Ink Magazine, written by Peter Chimento)

First, you must realize that getting clients is a profession and as with any profession, to become an expert, to rise to the top in the field, requires time, practice and study. A successful surgeon does not become one by simply reading a book or a few articles on surgery. So, if you expect to find a magic formula here that will instantly transform you into a sales guru and make you rich overnight, you are sadly mistaken. However, if you desire to be a true radio sale professional, with an income four times higher than the average wage earner, AND if you are willing to invest the time and effort necessary, then the information contained in these few pages may change your life.

You have probably heard the old adage, “You must plan your work and work your plan,” and “If you fail to plan, you plan to fail.” While this may be a simplification of a model for success in sales, they are true. To rise above your peers in the profession of selling, requires a plan. You must have a distinct and easy to follow set of rules that help guide your career towards a single objective and keeps you on track. You must have a systematic set of principles that ensure you maintain a consistent and strategic work ethic at all times. The following is a simple and basic blueprint for sales success. Though these principles are simple, they are not easy and will require dedication, hard work, intense study and persistence. However, whether you just began your radio sales career yesterday or been in the business for 20 years, if you adhere to the following BASIC guidelines, you will make revolutionary strides in your career and income. Just follow the B.A.S.I.C. and I will see you at the top of the sales charts!

 

If you will demonstrate each of the following principles every workday, you will succeed.

B – Believe A– Ask

S – S.O.S

 I – I.T.

C – Care

We will explore each of these simple concepts individually and you will see that the ingredients for sales success are as much about the way you work, as they are about the way you think. To change your results, you must change your method of operation.

To change your method of operation, you must change your thinking.

B – Believe:                     Believe In What You Sell

Here is a model of how you should feel about the radio station that you sell.

“Can you take your radio station and sit down with a cherished loved one and give that person a full presentation and if you had to, feel comfortable in being persistent that he or she buys your station?

Can you then sell the proposal to him or her without a discount and then feel good about the commission you made on the sale? If you cannot do something like this, you do not truly believe in what you are selling.”

First and foremost, you have to believe in what you sell—wholeheartedly. If you do not, then actually you are not a “sales professional.” Enthusiasm means, “God within,” and the only way to exude true enthusiasm is to have the conviction in your heart that what you are selling is honestly the best thing for your retail client.

The reason there is so much burn out, stress and turnover in radio sales is that too many sales people choose a station based primarily on the money they think they will make, while giving little regard of the products and services you offer. This is a mistake. Whether you are new to the world of selling radio or been in the business for many years, if you do not truly believe in your radio station, QUIT NOW!

Do you honestly feel that when you make a sale, your retail client gets the better end of the bargain? Do you feel that the benefit to the retailer far outweighs the commission you earn? If you can answer yes to those types of questions, you are on the right path. True heartfelt belief in your station will make up for years of experience and dozens of “sales techniques.” Show me a sales person who is a true believer and I’ll show you a winner.

Daily Steps to Believe

You want to do something every workday that helps to strengthen or exercise your belief in your station. Here are a few examples:

1.    Continued study or research on your station

2.    Continued study and research on the history and future developments of your station

3.    Continued study and research of your competition—why are you better?

4.    Continued contact and feedback from retail clients: likes dislikes, why they bought

5.    Continued feedback from non-customers: why they did not buy

6.    Continued participation in company and radio conventions and seminars

7.    Continued personal listening to your station

What did you do today that helped to strengthen your belief in your Station? What will you do next week in this area? At the end of every workday, you want to have something constructive to input in this area.

 

A – Ask:                                       Ask For the Order

This step may seem like common sense in that everyone knows that you have to ask for the order to make the sale. However, many sales people fail because they do not ask for the order often enough or with enough conviction. This goes right back to believing in what you sell. If you do not truly believe in your station, it becomes difficult to ask for the order with confidence and conviction. Once you believe in what you are doing, then you can ask with strength because you know it is for the benefit of the retailer.

How many times did you ask for an order today? How many times should you ask for an order every day?

S – S.O.S:                                         The Science of Selling

Contrary to popular belief, selling is not an art. Selling is a Science and once you learn to understand the nature of the science, you can literally guarantee success. The Science of Selling (S.O.S.) is the understanding of the mathematics of your profession: the numbers, the equations. You have to come to learn how you are paid. By that, I do not mean how you receive your pay or your commission structure. I am referring to how you EARN your money and what your time is worth. You have to understand your closing average, average sale, and average earnings. You need to be able to attach an exact monetary figure to every sales call and activity. You need to figure out not only how much you earn when you make a sale, but what you lose when you do NOT sell.

Based on your past performance or on company records, how many sales presentations must you make to close one sale? How many telephone calls should you make every day? How many customers should you see every week? You must find out these numbers and strictly adhere to them to develop a consistent work ethic.

What do you need to do every day? Perhaps you may enter the number of sales calls you should make every day or the number of appointment calls you need to make. Fill in as many daily SOS activities and their numbers as you can.

I – I.T.:                                Information Technology

You may have noticed that each of these steps relies on the previous step. That is, for you to successfully perform step two, Ask for the Order, you must first adopt step one in believing in your product. Then to consistently exercise the SOS, you will have to consistently ask for the order. Likewise, to exercise SOS you must keep excellent records. You must rely on factual data and this is where information technology comes in.

Efficient Customer Relationship Management (CRM) is critical. You must learn to use a sophisticated database software system such as ACT, or any of the many ones on the market today. This does not mean that you need to simply learn to use one of these programs, but you need to become an expert in using one of these programs. Go to school, take classes on-line, do whatever you have to do to learn to maximize the power of a relational database management system.

Learning to use other technology to enhance your productivity and time management is also recommended. Do something EVERYDAY to help increase your knowledge and expertise with information technology. What did you do today in this area? What will you do next week?

 

 

C – Care: Care about Your Customer and Your Mission

I dare use the age-old adage, “People don’t care how much you know, until they first know how much you care.” But it is true. When a prospective retail client can see that you truly have their best interest at heart and that you care more about their welfare than you do about the money---you will begin to see success beyond measure. Caring about what you do is more than just believing in your station. You must believe in your mission. What are your company’s (and your) Vision and Mission Statements? You must feel that what you do serves the greater good beyond the immediate benefits to the customer and yourself. Does a buy on your station stimulate the economy? You have to look at the BIG Picture.

Here is an example of a BASIC plan for a radio sales person upcoming week.

B – Believe

1.    Every day this week I will check with a client as to the actual return they received on the investment in their ads.

2.    I will research some of my competitor’s claims

3.    I will do more research as to the demographic of my station

A – Ask for the Order

1.    I will ask for the order during every presentation this week

2.    I will ask for a second order from at least ten current retail clients

3.    I will ask for an order from at least five past no-sale prospects

4.    I will ask for an order from at least two referral prospects this week

S – SOS

1.    I will make a minimum of 10 appointment calls everyday

2.   I will design and present at least six major proposals this week

I – I.T.

1.    I will complete two on-line classes on the introductory-level of the ACT database

2.    I will meet with Bill Jones for advice as he is an expert

3.    I will invest at least four additional hours this week practicing with the software

C- Care

1.       I will remember that when I make a sale, I help increase the economy and job outlook for this entire county.

2.       When I help my clients’ businesses succeed, they hire more people

 

 

 

So that’s it…..

Just the basics…

That’s all you really need…

Simple, yet powerful….

 

 

Through the Eyes of Another Retailer

This comes from an email I recently received from Ken Hammock, a sales manager of a local car store… read and remember.

Hey Pete,

I've been reading your insights and it's been pretty interesting. I've also read most of your book, “Through the Eyes of the Retailer” and it's seems you've nailed it. Seems I'm on the receiving end now too... being in radio and now in retail sales.

I was a sales manager of a local car dealership for a while, and I had people come in all the time wanting to sell advertising to us.

Here's some insight you might be able to use:

Many times sales people would come into the store (car dealership) and want to talk to the sales manager. Not knowing that I was simply a middle man who had no decision making authority and because of this they never got a sale. If they had done their homework and made an appointment they would have been sent to the right person.

I've used the Sean Luce line a couple of times -- "Can I just throw your media kit away now, or do you want me to do that after you leave?" It was a waste of my time, and I certainly am not going to pass the information on. I have no need to, if the person did not do their work they don't understand the business I’m in.

Rarely did I have someone ask me, "Are you the right person to talk to?  Do you make the marketing decision?”  “Or ask is there someone else that should be involved in getting this information?" "Who does make your marketing decisions?" "What do I need to do to have an appointment with that person?"

Many people come in to see me for advertising, and when they have to wait... they have trouble occupying their time. I've had some just stand in the show room with that salesman arm-fold (you know the ones that hold their sales folder against their chest and fold their arms over the folder). Some fidget with the display materials, some just stare into the office at me... looking for an opening (waiting for me to hang up the phone or stand up). Others will wait only a few minutes and then are gone.

When I see someone waiting to see me, I'd watch them, too. Those that picked up an automobile brochure or a current sales flyer and read through it, or found an idle sales rep and began asking questions about the business and sales events... those are the ones that seem to better understand my current condition. Then, when they do get to see me they have "pertinent" questions to ask.