“I tried advertising once and it didn’t work”, is a common objection advertising sales people often hear when trying to establish a new relationship with a prospect. I write extensively about what an advertising sales person can do to ensure that the advertising they sell lives up to their expectations. But, no amount of good advertising will fix a bad business. The business must be prepared to back up the advertising campaign with the basic customer service necessary to convert the advertising into new customers.
Spike SanteeThe Advertising and Business Management Partnership
Small business owners are often surprised when they learn that advertising alone, doesn’t make people buy things. It doesn’t cause people to come into their store or call them on the phone. The only thing that advertising does is create awareness. Advertising informs. It tells a story.
Your new customer, the one you worked so hard to sell, the one that loved their commercial, the one you were so proud of, just called and cancelled their advertising. You sit there stunned, speechless, wondering what just happened. Why did the customer, all of a sudden, decide to cancel without warning? Chances are your new customer found themselves in The Zone of Doubt and Blame.
The other day I saw a young man in blue jeans and a worn out polo shirt walking down the street holding up a small sign for a local business. The sign had a advertising message about what the business had to offer. I knew from experience that the business owner probably thought they were doing some affordable advertising, but what were they really accomplishing?
If you think advertising a discount price on your products and services is a good way to drive new traffic into your business, think again. You are about to commit an act of marketing malpractice that could be the first step to your company’s demise.
Most people can agree on what Santa Claus looks like – a jolly old man with a big white beard dressed up in a red suit with big black boots. But that depiction of Santa is a modern day creation, the product of advertising.
Your company has been around for a while, in this case, for more than 110 years. You still carry the same products that you once did but you are now facing new competition from places you never imagined. Your customers now have alternatives to what you have to offer from other product categories that satisfy a similar need. How do you remind the consumers that your product, the tried and true product is still the one they should choose? You reposition your product to fit the current paradigm.
There is an old saying in the news business that “if it bleeds, it leads”. It means the worst news of the day will lead at the top of the newscast. Negative news gets the most attention. And so it is with the economic news of the day.
Spike SanteeWhen You’re Going Through Tough Times, Keep on Going!
The annual contract is the coveted achievement for the advertising sales person. Getting an annual contract from a customer signifies to some extent that the advertising sales person and the advertiser have reached a meeting of the minds on one of the most basic fundamentals of effective advertising, having a consistent plan and sticking with it for the long term.
Spike SanteeTo Sell Long Term, Don’t Use Short Term Data
Selling Radio advertising can be a rewarding career both professionally and financially because you are helping build the American dream. Your customers are business owners who are pursuing their dream of building a business that will grow and prosper. As a Radio advertising sales person you can help them achieve those dreams by helping them find new customers and keep their advertising costs down.