In Radio advertising sales, you will inevitably encounter a
prospect who says they don’t need to advertise because they have all the
business they can handle. For most salespeople this can be especially
frustrating because your whole premise for the sales call is to help the
business owner grow the business!
The poet and song writer Bob Dylan sang, “The times they are a changin’ in the 1960s but the message still rings true today for local business owners. Everything is changing at such a rapid pace it’s difficult to keep up. But as Dylan sang, “If your time to you is worth savin’ then you better start swimmin’ or you’ll sink like a stone”, that is good advice today. Here is a story about how one company responded to the changing customer needs and grew into a powerhouse brand today.
Small business owners are often surprised when they learn that advertising alone, doesn’t make people buy things. It doesn’t cause people to come into their store or call them on the phone. The only thing that advertising does is create awareness. Advertising informs. It tells a story.
Most people can agree on what Santa Claus looks like – a jolly old man with a big white beard dressed up in a red suit with big black boots. But that depiction of Santa is a modern day creation, the product of advertising.
Your company has been around for a while, in this case, for more than 110 years. You still carry the same products that you once did but you are now facing new competition from places you never imagined. Your customers now have alternatives to what you have to offer from other product categories that satisfy a similar need. How do you remind the consumers that your product, the tried and true product is still the one they should choose? You reposition your product to fit the current paradigm.
I talk with hundreds of local business owners every month about their advertising activities. Usually, one of my first questions is about what types of advertising they are doing and how they feel about the results they are getting. I have learned to expect “I tried Radio once, it didn’t work.”
Spike SanteeI Tried Digital (or Mobile) Once, It Didn't Work
Selling with spec creative is by far the most effective way to build a successful career in Radio advertising sales. This article will help you learn how to overcome the most common stumbling blocks to selling with spec creative. When you’re done reading you will know how to easily sell using spec creative on every single sales call.
Spike SanteeSelling With Spec Creative on Every Call