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How To Overcome The "Radio Doesn't Work" Objection
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(7/26/2011 7:52:39 PM) Flag as inappropriate content
Until Managers quit taking broadcast orders that are designed NOT to get results nothing will change. Until Managers quit creating "one size fits all" packages, nothing will change. A good strong Marketing Professional walks from a schedule they know will not produce results. The only thing it does produce is another I tried radio and it didn't work.
I ran into this on my first sales call ever but was with my sales manager. He looked at the client, never missed a beat, said, "Let's test your theory. We'll give you one free message on the air that says, "Bring your 10 closest friends to this restaurant. The first one here who mentions our station gets to feed all 10 for free. Offer good until 3 this afternoon!" We didn't get an order tht day but it put a clear message in his brain. Sold him a few weeks later!
This is a great example of why most (if not all) good radio reps have left the business. Sure—this rep can bend over backwards to accommodate and educate this uninformed, jackass potential client; but to what end? He’ll probably repeat his experience with radio and spend $500 that won’t produce any results because his ads won’t run long enough to even track. The rep burns a tank of gas, springs for a cake and (probably) puts up with his undesired advances (pulled from the case study—not my interjection) to possibly make $100. Lordy.
Meanwhile, her cell phone bill, mortgage, car payment, and gym membership go unpaid. Please add this to the growing litany of “what’s wrong with radio”.
Honestly, it’s time to stone-up, look in the mirror, and admit that this math model is beyond repair.
Does anyone really disagree? Please share your comments.
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(7/26/2011 7:52:39 PM) Flag as inappropriate content
Until Managers quit taking broadcast orders that are designed NOT to get results nothing will change. Until Managers quit creating "one size fits all" packages, nothing will change. A good strong Marketing Professional walks from a schedule they know will not produce results. The only thing it does produce is another I tried radio and it didn't work.
- Sharon
(3/15/2011 5:26:35 PM) Flag as inappropriate contentI ran into this on my first sales call ever but was with my sales manager. He looked at the client, never missed a beat, said, "Let's test your theory. We'll give you one free message on the air that says, "Bring your 10 closest friends to this restaurant. The first one here who mentions our station gets to feed all 10 for free. Offer good until 3 this afternoon!" We didn't get an order tht day but it put a clear message in his brain. Sold him a few weeks later!
- Rick Snyder
(3/15/2011 12:19:07 PM) Flag as inappropriate contentThis is a great example of why most (if not all) good radio reps have left the business. Sure—this rep can bend over backwards to accommodate and educate this uninformed, jackass potential client; but to what end? He’ll probably repeat his experience with radio and spend $500 that won’t produce any results because his ads won’t run long enough to even track. The rep burns a tank of gas, springs for a cake and (probably) puts up with his undesired advances (pulled from the case study—not my interjection) to possibly make $100. Lordy.
Meanwhile, her cell phone bill, mortgage, car payment, and gym membership go unpaid. Please add this to the growing litany of “what’s wrong with radio”.
Honestly, it’s time to stone-up, look in the mirror, and admit that this math model is beyond repair.
Does anyone really disagree? Please share your comments.
- Will Baumann
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