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<td width="650" valign="top" bgcolor="#CCCCCC"><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; font-variant: normal; font-weight: bold; color: #990000;"><p align="right">06/24/02 The Weekly Newsletter For Radio Sales Professionals. Issue #10.</span></p></td>
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<A HREF="http://www.radiodcl.com/generic.html?pid=0"><img src = "http://www.radiodcl.com/newsletter/increaseby40.gif" border="2" width="122" height="123" alt="increase by 40%" style="border-color: black;"> </a>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bold; color: #333399"><b>New Business!</b></div>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">In our day to day work with radio stations all over the US and globally, we spend a lot of time teaching AE's how to prospect. How to find new business. To do this effectively, we often find we have to completely change an AE's preconceptions about some basic things; who should be on the radio and who shouldn't; who should make that decision; who should an AE approach and how often. So, over the next couple of weeks, that's going to be our focus. Prospecting. Getting new business. Expanding the pie. We start with our lead article. And we follow up with a brand new download, designed to meet new clients and get them to spend. Enjoy, and have a prosperous week.<br><br>
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<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: #333399">Back Issues</div>
<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">Back Issues of all revenue.generator newsletters can be found at <a href="http://www.radiodcl.com/generic.html?pid=2">this page</a> on our site.<br></div>
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<div align="right" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-weight: bold; color: black">All comments, criticisms, suggestions and compliments gratefully received. Either click on the feedback button above or click <a href="http://www.radiodcl.com/contactus.html">here</a>.</div>
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<img src = "http://www.radiodcl.bigstep.com/Images/invisible.gif" width="4" height="1" border="0" alt=""></td><td><div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: smaller; font-weight: bold; color: #333399"> To unsubscribe, send a mail with "unsubscribe" as the subject <a href="mailto:alchemy@iohk.com">here</a>.</div><div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: bold; color: #990000">In this edition:<br>*"Selling Advertising Professionally #8"- The Medium Is The Message<br>*New Free Download For Direct Revenue Increase<br>and...</div><br><div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: large; font-weight: bolder; color: #990000">What Right Do You Have?</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">One of the prime challenges faced by radio sales people is prospecting for new business.
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An old sales industry dictum says of selling, that 80% of a sales person's time should be spent prospecting. That's <b><i>eighty percent</i></b>. Fifteen percent on customer service and administration, and just 5% dedicated to actual closing and selling.
<br><br>
Across the world commercial radio laments its humble 7% to 8% share of available advertising dollars. Justifying this minimal revenue share by standing behind various apologies is rather like a sales person justifying his or her inability to close the business.
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It is radioDCL's belief that a big part of the problem is that our prospecting methodology is corrupted. Why do we continually fight over the same piece of meat? Why do we continually fight each other, and our media competitors over the 'available advertising dollar'?
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By implication the term 'available advertising dollar' suggests that every year advertising money is limited and finite; growing and decreasing at the whim of economic circumstances. If this is true, then who is responsible for growing this revenue pie? More to the point, who is responsible for increasing radio's share? Well, you are.
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It has been estimated that of all businesses currently operating, only between 15% to 20% of them can be considered frequent advertisers. This means that the 'available advertising dollar' is a pie baked from only one in five operating businesses. And we're all chasing these same one in five. It's madness - every time one of these advertisers sticks an ad in the local newspaper, they will get swamped by ravenous sales people trying to sell them something.
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Think about it. How many advertising sales people work in your market? If you are in a market that has a population in excess of 200,000 people, it is likely there will be at least 400 advertising sales people from various media charging around fighting over these "available advertising dollars"; all calling on the same people; all arguing the same issues.
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It is no wonder we get blown off the telephone when we call up an advertiser we saw in the newspaper to seek his attention. He's already received 70 calls before you got out of bed!
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So what's the answer?
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The gold lies in the 80% to 85% of business operators who don't advertise frequently or often at all. And why is it these 80% don't advertise? Simple. Because they have never been asked.
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What right do we have to make that decision for an advertiser? What right do we have to restrict radio to particular segments of the business world?
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Our job as ambassadors of commercial radio is to present the amazing benefits of radio to anyone in business, anyone selling something to someone, and then to ask the question as to their desire. Let go of the obvious, it's too hard and doesn't grow the pie. Put down the Yellow Pages and the local rag and get in your car and drive.
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Visit that warehouse you have been driving by for the past two years and see what it is they are doing. Prospect as though you are looking for gold and not easy answers.
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Go to your supermarket shelves and look for local manufacturers, distributors, and importers. Find out if they want to become the next Coke or Heinz. Stop relying on your spots and dots and determine to deliver your clients real returns for reasonable investment.
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Every business has the need and the right to advertise on radio. But if you don't believe that, neither will they.
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<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: italic; color: #990000"><br>by Michael Tate, President, radioDCL<br><br>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">"New Business Phone Blitz"</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">This week we add a great, fully loaded phone blitz to our tools archive. Once you've downloaded it, it contains full instructions and scripting for a new business info gathering and appointment making phone day. Although its geared mainly at Sales Directors (or at least whoever in the company can persuade everyone to work hard as a team for a morning), it would be useful practice for anyone in sales wishing to build discipline and exercise some oft-neglected selling muscles.
To download these packs, simply visit our site at <a href="http://www.radiodcl.com">www.radiodcl.com</a> and go to the tools download page.
<br><br>
As always, our tools are free to anyone who visits our site. However, if you do use them, we would appreciate it if you could let us know. The more feedback we get, the better able we are to design even more effective tools in the future. And if you have useful tips and tricks you think others could benefit from, you can mail them to us <a href="mailto:alchemy@iohk.com">here</a>.</div>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: large; font-weight: bolder; color: #990000">Selling Advertising Professionally</div>
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<div style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: medium; font-weight: bolder; color: #990000">Week Nine - The Medium Is The Message.</div>
<div align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: x-small; font-weight: normal; color: black">Since "the medium is the message", unless we tailor our advertising to be in sympathy with the essential character of each medium, it will fail.
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There's no point telling a rational story in the essentially emotional medium of television; or shouting from the rooftops over the person-to-person medium of radio. And the print advertisement in the afternoon tabloid should have a different feel from the one that appears on the morning broadsheet.
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Television is big, bold and public. It's entertainment driven. Its most popular programs are light entertainment or movies and sport. All the top rating programs contain nothing too cerebral, nothing that requires too much thought or viewer input.
People use television to relax, amuse and distract themselves.
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Advertising that doesn't fit into this framework of viewer behavior will be ignored. There are simply too many other distractions. From the lure of the coffeepot to the call of the bladder.
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Press is logical, literal, analytical, and rational. It demands audience input to have any impact at all.
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Radio on the other hand is much more intimate, amusing, private and personal. On television, brands are mass brands; on radio it is 'my brand'. Keep that intimacy in your radio campaigns and your clients' advertisements will work much harder.
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by Michael Tate - President, radioDCL<br><br>
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<td width="650" valign="top" bgcolor="Black"><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: xx-small; font-style: normal; font-variant: normal; font-weight: bold; color: Red;"><p align="center">If you have useful information for fellow radio professionals you would like to share, submit it to us <a href="mailto:alchemy@iohk.com">here</a>. Be sure to include your full name, title and station call sign with all submissions to ensure proper accreditation. Aside from unsubscribe requests and unless specifically requested otherwise, all correspondence sent via this newsletter will be considered for publication. Thank you. All content ©radioDCL 2002, all rights reserved. We respect your privacy. You have received this newsletter either through previous contact with your company, or because you are listed publicly on your company's website as contactable via email. We do not buy, rent, or sell mailing lists. You will not receive any other forms of communication from us, unless you correspond or subscribe. We will not divulge your information to any third parties for any reason. However, should you not wish to receive future copies of revenue.generator send a mail with "unsubscribe" as the subject line <a href="mailto:alchemy@iohk.com">here</a> and your name will be immediately and permanently removed from our recipients' list. For a copy of our privacy policy visit us at <a href="http://www.radiodcl.com">www.radiodcl.com</a>. If you want to view this issue in your web browser <a href="http://www.radiodcl.com/newsletter/Issues/June24th.html">click here</a>.</span></p>
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