Sales Tip - 'No Radio Rep Has Called me in 15 Years'
Speaking at the RAB Board of Directors Meeting last week, Allen Ginsberg, Founder of Allen Ginsberg & Associates, said you have to tell radio's story to the client.
He left the agency side to work on the client side (ING, Cleveland Clinic, and others) and lamented that in his role as client he has not heard from a radio salesperson in the past 15 years. Meanwhile, 50 digital companies contact him each week. He said they are very aggressive.
Ginsberg said radio salespeople can get more appointments with advertisers and agencies if presenting case studies. Advertisers like ideas and will listen if you share what others in their industry are doing.
According to Ginsberg, case studies are the best way to get into a client. He recommends going to the agency and letting them know you are going to the client, then immediately go to the client.
Source: John Potter, VP/Training, RAB