Tag Archives: referrals

Results, Returns, Referrals

Roy-and-Pennie_Williams

When Roy & Pennie Williams were asked how they measured the success of The Wizard Academy, they responded that it came down to three things.

 

 

FIRST

How often they heard of academy students who took what they learned, and then put that into action back home, making a major difference.

SECOND

How often academy students returned for additional classes.

THIRD

How many new students came to the academy based on the enthusiastic recommendation of a person who had been to The Wizard Academy.

In essence, it came down to getting results, having return students and earning referrals.

Sales Success

When I read Roy & Pennie’s metric for measuring success of The Wizard Academy, it reminded me of the same principles I used when I began my radio sales career 40-years ago.

For every new client I called on, I wanted to leave with one of two scenarios: a) make a sale or b) make a friend.

I learned very quickly in my sales career that people buy from people they like and know. They buy from their friends – a trusted source.

Once a client made a purchase of an advertising schedule, I needed to create advertising copy that told the client’s story that was uniquely their own. I needed to make a difference in their cash register rings. I needed to work at building a sustaining relationship with this new business.

Till Forbid

I was taught that buying advertising was like getting married. It wasn’t a one-time thing, but an on-going relationship, that should be nurtured and grown.

No one says, “I’ll try marriage for a week and see how it works.”

They make a commitment.

Advertising, to be effective, takes that same kind of commitment.

So, all the advertising contracts I sold had no-end-date on them. They would air until the client said they wanted to cancel.

Referrals

When your hard work for a client makes a real, positive difference, then you are in the position to ask for referrals. Satisfied customers are more than happy to refer you to other business people they are friends with, and who they would like to see enjoy the same positive advertising benefits they have experienced.

When you move from cold calling (calling on business people you don’t know and who don’t know you) to working from referrals, the sales process becomes more fun and much more productive.

Success Breeds More Success

People love to be with a winner.

If you build your sales career in this manner, each success story will bring you more referrals from people who believe in you.

Sales is, after all, the transference of confidence.

No one can better tell your success story, than the people who’ve experienced their own success, because of you.

 

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Filed under Education, Mentor, Radio, Sales

Repeat Customers Are Key to Profitability

welcome backThe radio advertising business is all about repeat customers. Radio’s power is its ability to deliver both reach (the number of people who will hear your advertisement) as well as frequency (the number of times a listener will hear the same advertisement). Radio, for all of my life has been the medium for delivering the best frequency for an advertiser, but in today’s world, it now is also the best for delivering reach too.

Relationships

It all starts with building relationships with your advertisers. People do business with people they know and like.

When I started out in radio sales, my first goal was to start making friends with each business person I called on. I used to say to myself, “If you can’t make a sale, make a friend.”

Advertising is an Investment

The problem in today’s fast-paced world is everyone wants things to happen immediately. Patience is at an all-time low.

When you’re dealing with people and human nature, things move at their own pace.

Farmers know when they plant a crop, they won’t be going out the next day to harvest it. Likewise, when you put an advertiser’s message on the radio, it will take time to grow in the mind of the consumer. Done correctly, a business can be harvesting sales 52-weeks a year.

Great Radio Ads

Great radio advertising can benefit the listeners of your radio station in addition to growing the business of your advertisers. Great ads speak about the customer’s wants, needs and desires.

Getting Referrals

Make money for your advertisers and they will be happy to refer you to other local business people who could benefit from your radio station’s audience. And unlike cold-calling (knocking on doors of people you don’t know), a referral is like getting a foot-in-the-door. It’s golden.

Fair Prices & Excellent Service

Studies have shown you don’t have to have the lowest price to attract repeat business, fair prices will do.

Combine fair prices with excellent service and you have a winning combination.

Your goal as a radio sales person should be to become a sustaining resource for your customers. A person who they call first when they need help with their advertising or promotions. A person they trust.

You Can’t Do It Alone

Everyone in your radio station that comes in contact with your listeners and advertisers impacts the future relationship your station will have with each of them. Everyone needs to be engaged in delighting your listeners and your advertisers.

It takes a team effort to be successful.

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Filed under Education, Mentor, Radio, Sales