Your Supplement for Sales Vitality by Kelly Slater

Posts tagged ‘customer’

FREQUENCY

FREQUENCY.  I learned a phrase early in my media career that has made THE
difference between success and failure among the clients that I work with.

REPETITION BUILDS REPUTATION.  I heard media sales guru, Dave Gifford, use this phrase and it became the basis for every proposal I have put together ever since.

REPETITION BUILDS REPUTATION.  When you are constructing a media schedule — be it radio, television (broadcast OR cable), internet, even print — it is REPETITION that plays an important part in the success of your schedule.

REETITION BUILDS REPUTATION.  How did YOU learn your ABC’s?  Your Times Table?  You said them over and over and over again.

A successful media schedule (and by “successful” I mean a schedule that has been created with a specific goal in mind and a specific deadline to reach that goal) depends on two things.  One is the message (we’ll get to that in another post) and the other is the schedule.  A schedule that has frequency WILL make the difference.

So what is a good frequency?  There are many ways to achieve FREQUENCY.  When you are limited by budget, use a VERTICAL SCHEDULE.  Choose one day a week and schedule your messages so that the client OWNS THAT DAY.  For
instance, if your client can only afford, say, ten commercials per week, rather than scheduling two commercials per day over five days, create more FREQUENCY by scheduling all ten commercials between 6am-7pm on ONE day.  Put that schedule in place for at least thirteen weeks with a strong message, and it will deliver better results.

When you are lucky enough to have a robust budget, then go for it!  Schedule five to seven message every day – 365 days a year.  Set goals with your client quarterly.  This kind of schedule will require some work on your part.  You will need to keep the message fresh.  You will need to keep the messages on track to meet the goals that you set. You will need to check in
with the client to keep on track.  Just the other day while working with a prospective client, they told me that they hadn’t seen their radio rep in months!  I know that this client has been on that radio station for a number of years (over 10) and has invested a great deal of money over the years.  But the market has changed and their competition has become more aggressive and it’s time for this business to take a close look at their advertising investments.

On a side note, if you have “Annual Clients” on the air, ask yourself when was the last time you spoke with them?  When was the last time you changed their copy?

No matter where your medium stands in the ratings, number 1 or number 7, FREQUENCY is the key to building your clients’ reputations.

Now, go sell something!

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The New Meaning of Value in the New Economy

Good day!

Hope that you are well and have a great plan for hitting the streets today!

In my previous post I made a big deal about VALUE.   What does it mean?  The word VALUE can mean any number of things to the person that you are selling to.

You need to establish what the customer considers value to be.  Once you know this you can proceed to sell your product or service successfully to them.

I work in the media industry.  In my world many sellers will stick their noses in the air and profess that their station is the number one rated station in the market and therefore has more value than the others ( i.e. more expensive).  But if the client can’t afford the proper frequency of commercials for a campaign to be a success on that station, the value is not there.  There is more value to this customer in using a lower rated station (i.e. less expensive) and use the proper frequency to get results.

Let’s talk cellular phone plans.  A plan that includes 1500 minutes and unlimited text messaging for $99 may be a great value – if you require 1500 minutes and are an avid texter.  However, Nana Joan, who is on a fixed income with a bit of arthritis, probably will not find the value in the unlimited texting.

As you talk with your clients and prospects today, no matter what you sell, ask them questions that will help you to determine what they find valuable. There is no magic list of questions that you should use.  Have a real conversation with your client.  Make it engaging and the questions will come to you naturally.
Then ask yourself how your products or services can meet their expectations.  And sell that to the client.

Ask not what value means to you (or your manager), ask what value means to your customer.

Please post your comments, criticisms, sarcastic remarks.

Now go sell something!