Sales Scripture: What’s In Your Data Bible?


(By Loyd Ford) You’ve probably heard this a million times: you get what you focus on. The biggest thing you can do for yourself in radio sales is to have an amazing focus on prospecting. Conventional wisdom says the more people you see, the more people you sell, but what about also learning how to incorporate information and storytelling? Showing the data will help potential clients understand why your brand is the best choice and value to solve their problems. As a seller, do you have a Data Bible for each of your brands?

This involves having a variety of pieces of data that can rapidly communicate the value of your audience to the client you are presenting. Who is listening that will interest this client? What is special about the audience you attract that will have a special impact on this client? Remember: Clients don’t care about your audience; they care about attracting new customers.

As a seller, do you have a Data Bible for each event your brands are involved in within your market? Who attends? How many attend? How can the potential client you are in front of right now benefit from this event and your brand’s involvement with the event? Clients often understand the value of events that attract a lot of people, but they don’t always have easy access to involving their brand. You can help with this, right?

As a seller, do you collect stories that can help you soften the guard of potential clients and help illustrate the value of connecting this potential client with new customers your brand or brand already influences regularly? 

As radio sellers, we have to sharpen our axe so that we share the story of the power of radio now. Not in 1995 or 2000 or even 2010. There is great data on the power of radio now and historic and current data that shows the power of local radio. If you are not sharing this information in meaningful stories focused on your client’s needs, who do you think would? No one. This education has always been our job.

Tell Great Stories. Deliver Your Promises. Build Great Relationships.

Learning to improve your active listening skills, being armed with the authority of dependable up-to-date information, and learning how to become a better storyteller will help you increase your clients and the amount of advertising businesses purchase from you and allow your revenue production to rise.


Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They focus on helping local radio increase revenue by having stronger brands on-air, in the market, and inside your sales team. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.


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