Sales can be a tricky and demanding profession. The hours can be chaotic; you have to be ready to go as soon as the client is ready. It can be demanding and taxing. However, the payoff is incredibly rewarding! Knowing the basics will get you started on the right foot.
To begin, you must have the confidence in your product, which should be simple because you’re selling radio! You’re selling something everyone loves! You’re selling the personalities, the music, the lifestyle! Yes, technically you are selling ads. However, you can spin it by discussing how exciting the station is with all the upcoming events! Talk up the brand and shows the station features! This is a great ice breaker and easy way to incite interest.
Now that you’ve hooked them, be ready to listen. Confidence is a must, but cockiness will quickly discourage the buyer. You have to know when to stop talking, and let them explain their needs and wants from you. Don’t interrupt. Listen and retain the conversation. It’s helpful to have an outline of what you want to say. However, if you go in over-rehearsed and only think about what you’re going to say next, not hearing what your client is telling you, that will cause the sale to go south, quickly. LISTEN and let the know you’re listening.
That being said, don’t lose focus. It’s wonderful to cultivate a relationship with your client, but don’t lose focus on what you are there for; the sale! Have the small talk, get to know each other…But incorporate the ad campaign you are selling.
You have to be creative! Things rarely go as planned, so you need to be quick on your feet. Even if things seem to be going perfectly, there could be a curve ball lobbed right at you! What will you do? This is when it helps to know your product forward and backward. Be ready to answer all questions thrown your way. Use your confidence to tackle the challenge.
Be persistent! So you got a ‘no’ today. That’s not the end! You can follow up with a call a couple days later. Ask if there are any questions you can answer for the potential client. Run over the selling points again. If they still say no, that’s ok! You will have losses. How you navigate those losses will determine what kind of salesperson you are. You might put a ton of work into one sale with it falling through. These scenarios will happen. Just remember, there’s another client waiting to meet you the next day.
This is just the tip of the iceberg when it comes to radio sales. Your manager will have many more tips of the trade. Be willing to learn! Meet with your sales manager as much as possible! Constantly ask questions on how to better your technique. They want to see you succeed as much as you do!
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