Your Supplement for Sales Vitality by Kelly Slater

Posts tagged ‘professional’

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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Practice

Professionals PRACTICE. If you want to be a PROFESSIONAL seller, then you,
too, need to PRACTICE.

Golfers – basketball players- baseball players – actors – they all PRACTICE
to become exceptional at their craft.

So how does one practice being a seller? What things make a seller great?
Listening. To be a great seller you must be a good listener. You need to
hear everything a person is saying AND not saying. Be alert to the things
going on around you – everywhere you go. This is not easy. That’s why it
takes practice.

What else makes a great seller? Knowledge. Know everything you can know
about the product or service that you are selling AND your competitors. You
have to become known as an expert in whatever you do. Read newsletters,
blogs, and books about your industry. Keep up on current happenings and
future expectations.

What else? Networking. This can be one of the hardest things to keep up
with. All day long we see people, and now you want me to join a club or
volunteer or sit on a board? YES. Networking is mandatory and it takes
practice. Networking can be disguised as many different things though.
Pick up the book, “The Little Red Book of Selling”, by Jeffery Gitomer and
check out page 82, Principle 5. This will give you plenty of ideas on how
to practice Networking.

One of the most important pieces to practice is delivering on what you
promise. Practice giving the best service possible to your clients. This
will become easier every day, and will help to brand you as a professional
that people trust and will recommend to others.

There are a number of things that each of us needs to personally practice.
For some, it’s leaving effective voice mail messages. Maybe with you it’s
your cold call script. Or taking better notes. We all know what we need to
do to improve, and the only way to get better is to PRACTICE.

Please comment and share some of the ways you practice to be a better seller
– a Professional Seller.

Now, go sell something!