(By Rick Fink) Do you believe… radio works? That’s a silly question, right? Sure, radio works, but do your media reps believe it works?
If we’re being honest with ourselves, you know that your reps sometimes question its strength. After all, many people, like their clients, have told them repeatedly that radio doesn’t work. They’ve heard the infamous words, “I tried radio once and it didn’t work”. If they read media and marketing trade magazines, they have certainly read about the demise of radio.
Because you’re a subscriber to ENS on Sales and are reading this, I’m confident you are a believer and you know that radio does work, because we have seen it work, hundreds, even thousands of times.
It’s paramount that we continually preach to our sales team about the strengths of radio and how to present it to their clients. Never take for granted that they 100% believe in the power of radio. Continue to sing its praises and give them ammunition to prove the point. Provide them with articles, statistics, and testimonials. We suggest you read Radio Ink every Monday morning for their “Advertiser Success Story/Testimonial”. And for that matter, read Monday Morning Memo (Roy Williams) every Monday morning. Both are great to share with your sales team.
The moral of today’s message is that radio works, but only if it’s executed correctly from beginning to end. For it to work, the reps need to believe in radio and understand how to make radio work. As managers, it’s our job to coach, teach, train, and motivate. It’s a never-ending task.
When done correctly, radio creates MAGIC! It moves mountains, makes cash registers ring, makes business owners rich, and gives radio media reps CONFIDENCE and BELIEF in our product and medium!
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