Скачать или смотреть RADIO SALES TIP: LET PROSPECTS TELL YOU HOW TO SELL TO THEM

http://danoday.com/streetwise-radio-s... This is an advanced yet easy to implement radio sales training technique for account executives: When selling radio advertising, let your prospects tell you the easiest ways to sell to them....

One of the first things you, as a radio sales person, should do when communicating with a prospect is to determine their style of buying and adapt your presentation to the way they buy.

One of the ways you can do this is to ask the question, "How did you decide which station to use the last time you bought radio advertising?"

Or, if it's a non-radio account, "How did you decide which advertising medium to use?"

If they say — as did a client I had when I sold radio advertising in Dallas — they quit buying another station because they forgot to take them to lunch, you know that client needs to be taken to lunch.

If the client says, "I felt it was the best choice," using the word "felt" tells you you're dealing with an emotional person.

If the person says, "I buy what I want to buy," you know you've got an egotistical person.

For the prospect who previously bought based on a written proposal, you know you need present them with a written proposal.

If it's someone who said they studied facts and figures, you need to come back to them with research, with hard data to support the effectiveness of the radio advertising campaign you're recommending.

If they say, "I felt it was the best choice," then you know this is someone who's very prone to be sold emotionally.

If they say, "I buy what I want to buy," you know to appeal to their ego.

If as an account executive you to convert more prospects into clients, let them tell you how to "sell" them.