Your Supplement for Sales Vitality by Kelly Slater

Posts tagged ‘training’

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 Recap

EEEEEEEEEEEK!  You mean I have to ask them how I did!
YES!  Every sale you make you have made a promise to your client to deliver something (at least you better have!)

Did you save them money in service calls, because your copier has a record for fewer service calls?  Maybe you saved them money because the printer you sold them uses less ink?  Perhaps the cell phone plan you sold them gives them more features for a better price?  Maybe the ad campaign you ran was supposed to bring in 10% more business this week.

Whatever it may be you first should have identified what that goal was.  Identify with your client what they want to get out of this agreement with you.  Make it specific, give a timeframe and make an appointment to check your work.  You HAVE to know when to “throw the party!”

A successful seller in today’s new economy will only continue to enjoy success if they sell solutions.  No matter what it is that you are selling, it must solve a problem, alleviate an expense or increase revenue.  In order to do this you have to ask your client tough questions, and get good answers.  Clients will not like this.  You are invading their privacy.  But be patient and persistent.  Explain that in order to help, you need certain information.

Make them be specific, how much would you like to save or increase?  When would you like to do this?  And be sure to qualify this, is this a realistic goal?  Write all of this information down and prepare your proposal accordingly.
Check in with your client often, if your plan is not on track to realize the predetermined results, better to revisit 2 weeks in than 2 weeks after the contract ends.

And finally, use your proposal to fashion your recap.  We agreed to save your company X amount of dollars in toner in 6 months time, after careful analysis, your company saved XX amount of dollars in toner in 6 months time.

It’s easier to sell a second contract to a client if you delivered on the first one.

Now, go sell something!

Thank you

Two very powerful words.  Think about how YOU feel when someone thanks you.

Let’s say you land a big account.  You have been working on it for months, and finally the president of the company signs off on your proposal and thanks you for all of your hard work and patience in bringing this deal together. The client thanks YOU.

You get in your car and call your manager right away to share the great news!   Your manager thanks you for sticking with this account and tells you how much they appreciate your daily efforts in helping the company grow.

Then you get back to the office to submit the contract and the gal who handles the contracts thanks you for making the agreement so clear and easy to understand.

THEN, you are heading out the door to go home and the receptionist thanks you for a great day.

OK, now the alarm goes off and you wake up with a start!  OH, it was just a dream.  How could it be that so many people showed appreciation for the work you do?

It doesn’t have to be a dream.  SET THE PRECEDENT.  Thank your client for their business, either verbally or in a thank you note.

Thank your manager for helping you with the research you used in a presentation, or the call in they gave you or the few minutes they allowed you to vent on the phone.

Thank the support people who process your contracts, the folks who do the service work, who answer the phones and direct calls from your clients.

Remember your dream?  How good it made you feel to be thanked?  SET THE PRECEDENT, IT’S CONTAGIOUS and it costs nothing!

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Now, go sell something!