From Surviving to Thriving
1 Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]
With Derron Steenbergen
ABOUT YOUR PRESENTER…
• CRO, Commonwealth Broadcasting
• President & Founder of the Swagger Institute
• 20+ years of broadcast sales experience
• Incoming Chair, Kentucky Broadcasters Association
• Cigar Aficionado
• Fishing enthusiast
Derron Steenbergen Chief Revenue Officer Commonwealth Broadcasting [email protected]
Simple Steps to Making Magic in your Sales Career
The Surviving to Thriving Sales Tour
Advertising Salesperson
Marketing Consultant
Marketing Executive
Radio Salesperson
Media Sales
Account Executive
What Are You & What Can You Control?
A-Attitude
E-Effort
AE
$Purpose
-What?
$Process
-How?
$Payoff
-Successful Ending
Purpose…Process…Payoff Define the Purpose
Determine your Process
Expect the Payoff
“You can make more friends in two months by being interested in people than you can in two years by getting people interested in you.” -Dale Carnegie
Based on what you told me….
The Six Most Powerful
Words in Media Sales
It starts with the first part of the sales process……….
Prospecting
Your Biggest Account Just
Cancelled…What’s Your Plan?
1. Become a prospecting warrior
2. Must prospect daily
3. Turn off distractions
4. Get good at cold-calling
5. Nurture relationships
-Think about your best relationships
-How did you get there?
-Did it happen overnight?
Sales Insulation
Cold-Call Protocol
Step 1: Generate cold-call mindset
Step 2: Focus on the beginning, not the end
Step 3: Stop the sales speak
Step 4: Be a helper, not a seller
Step 5: Connect with your prospects and stop checking off
your list
Step 6: Build a relationship with the first person you encounter
Six Steps to Becoming a Cold-Call Killer
Effective Use of Email
Follow up…..not setup
$Aware
$Familiar
$Connection
$Ready to Buy
Understanding the Buying Cycle
Money Maker #1
Arrive at office no later than
See one account before
9:00 AM
See a minimum of ten accounts
Five decision-makers
Appointments
Customized Proposal
Spec Spot
New Business
Mail one Thank You card
Return to office
Might get to go home!
Did I have a good day? Did I do what I
was supposed to do today? 8
1
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10
5
2
1
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1
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430
5
$The Good…
$The Bad…
$The Ugly…
Body Language
Dont txt and drv
Money Maker #2
$ Did I see enough people? ___ $ Did I ask enough people to buy? ___ $ Did I ask for enough money? ___ $ Did I present any spec spots? ___ $ Did I present any/enough customized proposals? ___ $ Did I take any clients to lunch? ___ $ Did I do anything special for a client? ___ $ Did I properly plan my day and week? ___ $ Did I ask for any referrals? ___ $ Did I start my days early enough? ___ $ Did I call on any new clients? ___ $ Did I write any/enough Thank You notes? ___ $ Did I smile enough? ___ $ Did clients see a positive attitude? ___ $ How much did I focus on Collections ___ $ EFFORT
Salesperson Weekly Report Card
Keep Calm
and
Ask On
Golden Rule to Handle Objections
CP P M/S
How Hard Do You Want to Work?
50% 25% 5%
CBC Research 2012-2015
Energy
Activity
Daily Accountability
Sales Manager’s Tip Sheet
80/15
The Lost Art of the
Thank You
Little Things Make a Big Difference
“Big Doors Swing on Little Hinges”
-W. Clement Stone
@swaggersales
Derron Steenbergen
swaggerinstitute
Derron Steenbergen
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