“If I advertise, I won’t be able to handle the business. I can’t find employees!” Smart salespeople handle this objection by turning the conversation to recruitment advertising. If the client goes for it, how do you structure the campaign? The strongest campaigns use the “tradigital” strategy Tom Ray recommends in his book, Branding Is OUT, Results […]
Do you have an advertiser who just can’t get you their copy on time? You might be able to change their behavior with a creative pricing strategy. My Client From Hell A Story From My Radio Sales Days In my iHeart Radio days, I worked with a car dealer who constantly missed deadlines. I wrote […]
How long has it been since you did a full needs analysis with your best long-term client? You might be surprised at how much has changed. It’s easy to let that sort of thing slip. You negotiate “the annual”. You take the client to lunch once a quarter. You bring them concert tickets every now and […]
How long are the schedules you propose? You may be leaving money on the table. Most of the radio and television salespeople I encounter default to one of these: Three months Through December of this year 12 months When I ask how they arrived at the proposed length, it turns out there’s no formula. Sometimes […]
The law firm had recently cancelled its radio and television advertising. “We got great results from the campaign for a long time,” the managing partner told me. “But it hasn’t been working the last three or four months.” The personal injury firm had been advertising an “accident book” — a short book on what to […]
