ARE YOU A BELIEVER?
As we begin the new year it’s important to reflect on our mission and purpose. In Professional Development at the RAB our mission and purpose are:
To inspire, engage, educate, equip and empower people so they believe in themselves, have confidence in their abilities, and achieve even greater levels of success.
That’s WHY we do what we do. As we have analyzed the success and failures of hundreds of thousands of sellers the difference between those who succeed and those who fail is one word: BELIEF. People who believe in themselves first, then, the power of advertising and the products and services they represent are unstoppable.
Thanks to our friend Neil Gladner, Director of Sales and Marketing for US Stations in Hot Springs, AR we have another great story to share when a prospect gives you those famous words: “I tried radio once, and it didn’t work.”
Here is Neal’s example:
Last Thursday, the Salvation Army here in Hot Springs still had 90 unclaimed “Angels” and Friday was the deadline. They do some advertising with us. The AE asked me if we could run an aggressive schedule on that Friday.
We did – a spot every 90 minutes from 11 am on two of our stations.
The creative was nothing special – a two-voice:30 with an appeal to the heart noting the deadline.
Does radio work? By 5 pm, all but 3 of the angels were claimed. (That means 87 people responded and helped the Salvation Army)
As I remind our staff regularly, when a prospect says, “I want to test your station”, the reply should be that an audience measurement company already tests us, “What we are testing is how our audience responds to your offer or message, right?
This was a great example. The audience responded.
A great idea for sales meetings in 2023 is to have your team share their client success stories. The best way to build belief is to show proof and there is plenty of proof right in your market.
Here’s to turning faith into belief with evidence in 2023. We would love it if you would share those successes with us at RAB so we can share them with other broadcasters. You can also find case studies and belief-building examples on the WhyRadio microsite of rab.com – just click here.