(By Loyd Ford) There are two (2) sales secrets I encourage you to think about, plan for, and work into your actual TSS (time spent selling) to help you grow revenue faster and with less expense in time and effort. Follow this and you’ll look like a selling superstar.
Secret Number 1:
First, there is a photo with this article today that showcases the value of educating your customers to return to you again and again. Most of us largely assume that a certain percentage of our customers will simply return to us again and again “because.” But today we’re not talking about how likely it is that a certain percentage of your customers will return to you again and again. Today we want to look specifically at the value of boosting the number of those returning and expanding their use of your products and services regularly.
This photo also shows you how someone very smart in leadership in this company takes nothing for granted when it comes to return customer engagement. They make treats you can eat or send as gifts. They have a well-planned guide about what to expect from their product, how to care for it, and the many reasons the customer can also use their product throughout the year for different benefits.
Selling radio can be transactional, but your best selling will occur when you deepen relationships and educate your customers on the many reasons to reach out to you to solve a variety of problems they experience throughout the year. As a seller today, it will pay you to have this kind of forward-thinking weaved into your regular customer service and sales process.
Secret Number 2:
You might ask, “What secret can go with the secret of educating your clients to buy more of your products and services at different times of the year?” I’m glad you asked.
Most of us think about cold calls, follow-ups, and reaching out to the usual suspects, but secret number two (2) is all about “birds of a feather flock together.” If you have identified a great customer for you and they are spending money with you regularly, the only thing that makes that better than educating them on additional reasons they should use more of your products and services all year long is to encourage them to refer you to other advertisers like themselves.
Yes, referrals. I said it.
There are two (2) ways to expand your sales with current clients. Teaching them other ways to use you, your products, and your services is one. But there is another magical one that can help you leapfrog to clients like your current clients to add to your regular revenue growth.
Don’t Make A Mistake
You might think these two (2) secrets are hiding in plain sight. Still, most radio sellers are doing neither regularly. That makes growing your sales harder. Please don’t make a mistake about what I am suggesting here. I am not suggesting that you only educate your customers and get referrals. I am suggesting that you plan, build, and consistently use both client education about how and when clients can use your products and services all year long and to generate referrals as a regular and systematic part of your everyday sales process.
If you build it, it will grow. Otherwise, you’re just hunt and peck.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
