Why WIII-FM Is Your Sales Secret Sauce

You walk into a prospect’s business and the sound you hear coming out of the overhead speakers is music to your ears.

It’s your radio station coming through the speakers.

Your station!

For this business owner, your station is the soundtrack of their daily life and the background noise for every transaction or deal this they conduct during the day.

In fact, they play it a little louder than they probably should just because they love it and the attitude that it conveys.  Your radio station is one of the primary ways they define themselves and their business.

Suddenly, your tentative walk turns into a strut as you make your way to the front and introduce yourself to the business owner.

You reach into your portfolio for your media kit, certain you’ve just found your new drive-time sponsor.

In your head, you can already hear the kudos from your boss and see the extra commission money in your bank account.

“This job is easy,” you think to yourself, a confident smirk slightly curling the corners of your mouth.

Then, just like a needle scratching across a vinyl record, it all comes to a SCREECHING halt.

The next thing you know you’re back in the parking lot wondering what the heck happened.

How could someone who is such a fan of your station shut you down so quickly when you tried to talk to them about advertising?

If this has happened to you, you’re not alone.

The problem is this…

There’s another station you’ve got to know about.  Ignore it and your career as an account executive will be a short one.

If, however, you learn how to dial it in, you’ll be able to write your own check in this or any other industry.

The Secret Radio Station Playing in Your Prospect’s Head

Before a prospect will buy anything on your station, you need to tune-in to theirs.

You may not be familiar with this other station, but trust me, it’s the one they’re hearing all the time – even while they’re listening to yours.

In fact, secretly, it’s their favorite station and its call letters are WIII-FM, which stand for “What Is In It For Me?”

You see, when you walk in the door of a business, you’re just another salesperson wanting something from them.

To win the sale, you’re going to have to separate yourself from the rest of the pack.  More than that, you’re going to have to become valuable to your prospect and answer the question that’s constantly running through their mind…

“What Is in it for me?”

The good news?

You can do it.

When you tune in to your prospect’s WIII-FM channel, you get instant VIP status and your chances of getting the sale increase dramatically!

So… how do you tune in?

First things first, keep the media kit in your portfolio.

Seriously, nobody wants to feel like they’re being sold to – especially by someone who’s never walked in their business before.  Make this first visit all about them, not about you.

This brings us to our next point.

Second, always remember that there’s only one star on WIII-FM and that’s your prospect.

That doesn’t mean you should become a flatterer and a kiss up, it just means that you should take a genuine interest in them.

Get good at asking questions and finding out their story.

Learn about their business and what they do.

  • When’s their busy season?
  • When’s their slow season?
  • Which one are they in now?
  • What are the challenges of both?
  • What about the economy, how’s that affecting them?
  • What about the labor force? How hard is it to find and keep good people?
  • Who’s their ideal prospect?
  • Are you an ideal prospect?
  • Do you know someone who is?

Third, just listen.

Sales books always tell you to probe for your prospect’s pain points, but if you just become genuinely interested in other people and listen intently to what they say, they’ll tell you more than you could ever ask.

More importantly, you’ll learn the real problem they hope you can solve, and they’ll grow to like and trust you in the process.

Then you’ll no longer be the pesky salesperson out to sell them something, but the trusted friend who can help them become the star of your station, too – not just WIII-FM.

Pic designed by vecstock for www.freepik.com.

Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.

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