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Why Allstate Wants Creatives to Give Radio Another Look
Keywords: Radio | Auto Insurance
Car Insurer Gathers Its Top Agencies for Lessons on a Medium That Reaches Plenty of Drivers
Is the next big idea in advertising as close as your radio dial? OK, that might be overstating it, but Lisa Cochrane thinks the long-forgotten medium needs some new attention. |
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The RAB Revenue Road Show
The Radio Advertising Bureau is launching an In-Market Revenue Road Show focusing on markets in the 50-100 size range. The Road Show, scheduled for first quarter 2011, will include a turn-key training session customized for each market's individual growth revenue needs.
Potential areas to be covered include sales management, business development, creative strategies, advertising and research, and will feature an overall market assessment and opportunities to drive business immediately.
For additional information, contact RAB Member Response at 1-800-232-3131. |
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Utility Company Using Radio to Target Customers
Keywords: Electric Utilities | Radio
Having successfully convinced Philadelphia-area consumers to change to energy-efficient light bulbs and appliances in a campaign last year, PECO, the area's electric utility and a division of Exelon Corp., is now going after even bigger targets: air conditioners and furnaces. |
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Are Apps the Great Hope for Radio?
Keywords: Radio | New Media
It was the slug line of the year 2010: "There's an app for that." As the rising penetration of smartphones increases, businesses of all types are scrambling to roll out their own apps.
That includes radio stations, and some are exceedingly optimistic about what apps might do for listenership. |
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Daily Sales Tip: Knowing the Outcome in Advance
People don't like to make decisions. The main reason is they don't want to make a poor or wrong decision.
Traditional sales closing methods ask people to make a decision. For example, do you want it in green or red? (Alternative choice) Do you want to use your pen or mine? (Action close) Can we write up an order now? (Direct close) Each of these closing techniques, even though they do work, has two fundamental problems:
-- They ask the prospect to make a decision
-- The average salesperson is uncomfortable using them
Few salespeople have a "closing strategy," a process that they follow with each and every real sales opportunity. Most tend to ask a few questions, jump into the presentation too soon, try and overcome a couple of the prospect's sales objections and then prematurely go for the close -– usually unsuccessfully.
The sales superstars know the outcome long before they get to the end of this routine process and they do it by ensuring that they have a well-qualified prospect, they know the prospect's dominant buying motives, they have identified all of their potential objections before they are even expressed, they have carefully observed the various buying signals from the prospect, and they have given an effective and interactive presentation.
They know long before they ask their closing question what the answer will be. How? By being effective at people reading skills, by asking intelligent, effective and appropriate, probing, qualifying questions, by being good listeners, and by asking a variety of trial closing questions throughout the sales process. They don't try and force a fit. They discover the prospect's sense of urgency or they create it.
They are in the prospect's presence to sell, not educate. They are there to do business. From their opening remarks to their final closing statement, their attitude is: I am here to sell. This does not mean that they are applying pressure or hard selling. It means they are serious about helping the prospect solve their problems or take advantage of opportunities.
Source: Sales trainer/speaker Tim Connor
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