This question came in from a reader a couple of weeks ago. Let’s just call him “Ed”… because that’s actually his name. His question was this: “What do you do when a client says NO?”
Clients say no all the time. “No, I don’t want an appointment.” “No, I tried radio before and it did not work.” “No, I am not going to buy.” “No, I never want to see your face again.” Okay, maybe not that last one. (I hope!)
Often when I hear “no,” I ask to understand. “Is there a good time that I could get back with you to revisit radio?” The no could be timing, budgeting, etc. Finding out what that obstacle is can help you move forward, with or without this current client. Because while no can still be a path to a yes…
It could just be a no. That’s what you’ve got to figure out. And the faster you figure it out, the better. Spending too much time with “no’s” will crimp your career, morale, and income. Knowing when to move on is an important part of growth in your sales career.
Thanks for the question, Ed!
Do you have a question about recruitment advertising? Get in touch with me, and I may answer it in a future article! If your radio group is looking to capture these dollars, we should talk.
Learning the art of the No is key in radio sales.
Very early in my career I had a sales manager here in Denver in the 1980’s at AOR KAZY (now long gone).
Let’s call him Marvin (mostly because that was his actual name: Marvin Rosenberg).
I had been on the air as a news reporter for 5 years and Marvin took a shine to me and asked me to join his sales team. Because of my journalistic experience, in training he encouraged me to use a RAB inspired interview process to my overall pitch.
One key part of the circa 1980’s RAB prospect interview was to find out (along with basic demo and reach questions) the targets primary competition.
The reason? To add yet another prospect to your call sheet if the first prospect leaves you with a NO. And, to find out if your timing is in sync with your prospect.
It works like a champ on so many levels.
But, many times a No means you missed a step in the sales process.
Signs of the No most likely came up quickly in the process that might have been missed by natural eagerness.
I recently had a Yes turn into a No due to circumstances out of my control (which in most cases has nothing to do with you or the radio station). Turns out the retail outlet owner (golf) had a death in the family.
During the sales process I wrote in my journal that his aging mother had been ill when an appointment was missed. So, I politely backed off.
Almost a full year later, that owner texted me to send him a Square for double what I had pitched and he remains on the air yet today.
In many cases, it’s all about being a very good listener seeking the Yes answers and probing what might end in a No.
In addition to simple human kindness and sensitivity.
You never know what journey others are traveling while you’re pursuing yours.
Great (as always) article and insight Chris!
Great article!!
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