(By Charlie Sislen) While not 100% extinct, it is less likely that you will have the opportunity to present a potential advertiser (and, more importantly, the media buyer) with a multi-page extensive deck to pitch your station and the opportunity you are offering the advertiser. However, the rules of pitching are still imperative and effective.
Tell them what you are going to tell them
Tell it to them
Tell them what you have told them.
It may seem old-fashioned and out of date, but it is still Sales 101. Why is this?
Remember: frequency sells. By using this simple structure, you are getting a “three frequency” in just one conversation. Add the appropriate follow-up and your frequency is four.
So how, in a world where everyone seems to have ADD, do you convert what used to be a 20-page PowerPoint pitch into a verbal elevator pitch – even though it may not be in an elevator? Here is a brief example. Let’s say you have a retailer who is looking to increase store traffic to their stores. After the introduction and the required small talk, you start with your pitch:
– “We have created a customized plan that will drive traffic to your store and increase your store’s revenue.” – You are telling them what you are going to tell them.
– “We are going to increase your store traffic with a series of tools that have been tailored to your needs. They are …” – You are telling it to them.
– “As you can see, this plan, designed especially for you, will drive traffic to your store, which should result in higher sales.” – You are telling them what you just told them.
Using this method, you can cover all three elements of the formal pitch in just a few minutes.
Charlie Sislen is a partner at Research Director, Inc. He can be reached at 410-956-0363 or by e-mail at [email protected]. This post is part of a series titled “Growing the Radio Pie.” To view past articles, visit The Ratings Experts at Research Director, Inc. online here.