5 Most Common Objections in Radio Sales and How to Overcome Them

You are on the front lines, pitching the value of radio advertising day in and day out. It’s exciting, right?

But, let’s face it, it’s also filled with its fair share of “Nos”. Today, I’m here to arm you with the ultimate comeback guide. Ready to turn those objections into opportunities? Let’s get cracking!

1. “I’ve tried this before, and it didn’t work.”


If I had a dollar every time that I heard this one, I wouldn’t need to work. But here is a response that will keep the conversation going and give you chance to sell them:

“There are countless ways to miss the mark with marketing, and only a few ways to nail it! The media landscape is evolving faster today than ever before. We excel in pinpointing your target audience and tailoring strategies that keep up with them every step of their journey.”

Now, flip the script. Start asking them questions:

  • “What strategies did you try before?
  • ” What were your expectations?”

This isn’t just about hearing them out; it’s about understanding their past to optimize their future.

2. “You’re too expensive.”


If you don’t hear this objective, you are probably too cheap! Start with a sprinkle of empathy:

“I get where you’re coming from. It might seem steep, especially when you think about what the big players are investing. But here’s the scoop – we specialize in crafting campaigns that are just the right scale for local businesses like yours to achieve real, measurable ROI.”

Don’t just stop there. Show them the value: “Let me give you an example…” Then, steer the conversation towards the solutions, not the sticker price.


3. “We have enough business already.”


Good for them! But here’s your cue to probe a bit deeper:

“That’s fantastic to hear! But let’s dig a little—how sure are you that your growth is as profitable as it could be? How are you leveraging your current customer base with your current marketing mix to boost that growth?”

This line of questioning isn’t just curiosity; it’s strategic. It opens a door to discuss new opportunities they might not be tapping into yet.


4. “My Advertising has to work. How will I know?”


This is where you reassure them that their goals are your goals:

“I’m glad you brought that up because ensuring your campaign performs is exactly what I aim for. Let’s define some key performance indicators together. Whether it’s sales, foot traffic, or online engagement, we’ll tailor it to meet your specific needs.”

This response sets the stage for a partnership, not just a vendor-client relationship.


5. “We are happy with our current marketing and advertising plan.”


Great news! They’re engaged in their marketing. Now, find the crack:

“That sounds great! Can you share what’s working well for you? What do you like the most about your current plan?”

Keep digging. Every “what else?” is a step closer to uncovering a hidden need or a potential improvement you can address.


Bonus Objection: “I have no budget left.”


Here’s where you need to think on your feet. Are you talking to the decision-maker?

“If you did have the budget, what area would you want to improve or expand?”

This isn’t just about finding available funds; it’s about understanding their priorities and perhaps, preparing a pitch for the next budget cycle.


Wrap-Up and Take Action


Now, take a moment. Think about a current client or prospect throwing one of these objections your way. Armed with these strategies, how could you respond more effectively?

Discuss these scenarios with your team, practice your responses, and be ready for the next opportunity to turn a ‘no’ into a ‘yes’.

And remember, every objection is just a question in disguise.


Pic designed by gstockstudio for Envato Elements.


Trey Morris is the VP/Senior Consultant at The Center for Sales Strategy. He has spent 25+ years in the world of broadcasting and advertising by holding every significant role in the sales funnel.

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