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Getting the Appointment Using A Valid Business Reason RAB Webinar, May 2013

Radio Advertising Bureau www.rab.com

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Getting The Appointment

Using Valid Business Reasons

ON-AIR ONLINE ON-SITE ON DEMAND

Brandeis C. Hall ∙ VP/Professional Development ∙ [email protected]

What we’ll cover…

• Preparation & Research

• Getting past the Gatekeeper

• Clearing common impediments

• Creating a Valid Business Reason

• Dealing with objections

• Tips to increase success



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Seven Steps To Selling Success

Why are prospects so reluctant to meet?

1. More responsibility than ever before

2. Less support staff than ever before

3. More accountability than ever before

4. More sales people calling on them than ever before



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To get an appointment in this environment, you must be perceived

as both different and better.

Before picking up the phone…Do your homework

• Learn the basics of their industry

• Know the decision-maker’s name

• Know their fiscal year

• Visit their business

• At least…visit their website

•Develop a Valid Business Reason



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Before picking up the phone…

• According to an article in Selling Power magazine, one should do about 2 hours of research before making a phone call.

• One expert said 90% of sales people do not even visit the website of a company before calling. In the time it takes you to drink a cup of coffee, you can do enough research to put yourself ahead of 90% of your competitors!

Do your homework…

Knowledge Pays

• Don’t waste their time or yours; research company’s:

• Headquarters contact information

• Fiscal year

• Background information

• Organizational structure

• Marketing practices

• New and major products or services

• Sponsorships and corporate interests

82% of executives want sales reps to understand the economic drivers of their business prior to calling.



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Before the call…

Create a list of benefits:

• Your experience

• Your expertise

• Your track record

• Your station

• Your ability to solve problems and achieve objectives

Benefits of meeting with me:

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Before the call…

Send a pre-call letter:

• Who you are

• Whom you are with

• What you do

• Purpose and benefits

• When you will call



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The Gatekeeper…

1. The Gatekeeper is not your enemy

Whoever is acting as the Gatekeeper between you and the decision-maker is just doing their job. Part of that job is

managing demands on the decision-maker 's time.

The Gatekeeper…

2. The Gatekeeper is a wealth of knowledge

The Gatekeeper knows a great deal of important information about the decision-maker and the business. Check your facts with them. And show proper respect.



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3. Don’t sell to the Gatekeeper

The Gatekeeper…

Do not try to pitch to the Gatekeeper. Firstly, it will waste your time. Second, it will irritate them because she will just be waiting for an opportunity to tell you that she cannot help you.

The Gatekeeper…

• Learn her name and use it

• Show a sincere interest

• Ask for her help

•Offer a relevant gift

• Build a relationship

4. Engage, don’t evade



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The Gatekeeper…

5. Is the decision-maker expecting your call?

•May I speak to the person who handles your advertising?

• This is Lisa from Mix 98...

• Is this a bad time?

• Sorry to bother you...

• I’d like to schedule an appointment…

• I’d like to come by and learn a little bit about your business

Avoid Weak Opening Phrases



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• I have an idea!

•What would be a good time for us to

get together?

• I saw your ad in the paper.

• Are you familiar with my station?

• Anything after they say, “OK.”

Other sure-fire things you can say to position yourself as a “typical” sales person...

Remember, the goal of the call…

…is to get the appointment!



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What is a Valid Business Reason?

• Something that will make their lives better in some way.

• Something meaningful and relevant to the prospect.

• Something dynamic and current.

• It must answer the What’s In It For Me (WII-FM) from your

prospects’ perspective.

These are NOT Valid Business Reasons

• “I’m going to be near your office on Tuesday, I’d like to stop in and meet with you.”

• “We have a great new program I’d like to tell you about.”

• “I have a special pricing deal that expires on Tuesday; can we meet on Monday?”

• My manager is riding with me on Thursday, and I like to introduce him/her to you.”

• “I’m in second place for my company’s annual sales contest — I’d like to meet with you to tell you about a special deal I’ve put together. I think I’ll win the contest if you buy from me.”



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Topics for a Valid Business Reason

• Competitor reality

• Timing & seasonal fit

• Category success

• New location/Expansion

• Broaden market focus

• Referral – Personal intro

• Increase digital engagement

• Events/opportunities

• New concept/idea

Creating a Valid Business Reason

“Our company creates marketing and sales programs for retailers that are designed specifically to drive sales, engagement and increase

foot traffic on a local (or regional and national) level” or…

“My station designs programs on a local level that have a compelling call-to-action for the consumer. We specialize in designing and

executing integrated programs and are able to combine traditional and digital media in a campaign to build sales for ________.”

What can you do for the client?



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Process

Who you are

Who you’re with

What you do

Purpose of the call/ Valid Business Reason

Ask for appointment

I’m Jane Smith

I’m a broadcast marketing specialist with WRAB Radio (or XYZ Company)…

I specialize in creating successful marketing campaigns for businesses here in ______

I’m calling to arrange a meeting to determine how I can be of benefit to you and your business

Could we meet next Wednesday at 2:15?


Sample



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Addressing objections

•We don’t do radio.

•We’re happy with our current advertising.

•We have no money / We’ve already spent our budget.

• I’m too busy right now. Call back next month.

•Send me a media kit.


Option A- Acknowledge & Divert

1. Acknowledge: “It sounds like you have a concern about…” (budget, time, radio, etc.)

2. Encourage prospect to talk: “Tell me more…”

3. Divert: “I look forward to learning more about that...”

4. Ask for the appointment: “So, how is Wednesday at 2:15?”



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Option B - Acknowledge & Respond

1. Acknowledge: “It sounds like you have a concern about…”

2. Encourage prospect to talk: “Tell me more…”

3. Calm and disarm: “I can certainly understand your feelings…”

4. Respond: “One of the benefits of meeting with me is...”

5. Ask for the appointment: “How is Wednesday at 2:15?”

More tips for getting the appointment…

•Get straight to the point.

• Be energetic, but don’t be fake.

• You really can hear a smile over the phone.

• Each time finish making a point, ask for the appointment.

• The longer the call goes on, the less chance you have of getting the appointment

• Remember the one and only goal of the call…



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Selling

Whatever you do…

Don’t be tricked into

Over the phone!

X X X X X

What part of ‘NO’ did you not understand?

•Don’t argue

•Don’t interrupt

•Don’t start “pitching”

•Don’t ask if you can call back

•Seed the prospect

•Try, try again



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• Visiting places your prospect visits

• Referrals from other clients, mutual friends, and co-workers

• Social media; LinkedIn

• Confirm the appointment…or not

• Voicemail

• Personal visits

• E-mail

• Fax machines

• Novelty Items

• Postcards

Beyond the phone

To increase chances of a callback, leave a compelling voicemail message:

• Introduce yourself and confirm you are speaking with the correct decisionmaker.

• Explain what you do and benefits to decisionmaker.

• Mention competitors and/or partners with whom you have worked.

• Mention one or two key accounts where their product is sold that you have worked with.

• Provide an idea starter or success story.

• Tell prospect how you can be reached; repeat your name and number.

Leaving a voicemail message



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Seed the prospect

Use your RAB tools

• Articles-on-Demand

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• Radio Sales Today

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• Instant Backgrounds



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Seed the prospect

Use your RAB tools



• Instant Backgrounds

• And much more!

Getting The Appointment

Using Valid Business Reasons

ON-AIR ONLINE ON-SITE ON DEMAND

Brandeis C. Hall ∙ VP/Professional Development ∙ [email protected]

getting the appointment - rab.com the appointment.pdf · more tips for getting the appointment…...

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