Radio Sales Today

RAB Sales Tips

What’s Holding You Back?

We experience challenges every day, but have you ever asked yourself, what is really holding you back? Is it:

o Bigger asks

o Bigger orders

o Bigger clients

o Loyal customers

o Longer contracts

o Referrals

o More prospect calls

If you knew you couldn’t fail, and that advertising met client expectations every time, would you act differently? Would you ask differently, would you have a different level of confidence? In our experience, the single most important factor holding us back is belief.

Tammy Greenberg, RAB SVP of business development, wrote a great article quoting multiple sources whose opinions and experiences shed a whole new light on the power of radio and audio in the marketing landscape. You can read the article here. This is one of my favorite quotes from the article: "The ad community is looking at audio in a totally new way, just as they looked at radio in a new way when FM came along and television in a new way when cable came along," says Jack Myers, media ecologist and founder of MediaVillage. He adds, as the shift from radio to a broader audio perspective continues to grow, the core value of radio must be recognized as the dominant force in audio."

If you need a boost of belief and confidence in what you’re selling and proof that it works, you’ll want to read, print out, re-read and share this article frequently.

One of the greatest challenges new sellers face in our industry is that they don’t have success stories to tell. They need stories they can tell themselves or prospective clients to build confidence in the strategy and what they are selling. Those stories come from experience and the results of working with multiple clients. Until you gain that experience, you must rely on faith and the experience of others. Tammy’s article is a great place to start. You can also search all the case studies on or the research links showing the power of advertising.

When you have confidence and belief in something you present it differently. You carry yourself differently and you transfer that belief to your clients and prospects. The best and most simple definition of sales:

When the prospect believes in the product or service as much as you do, the sale is made. In short, sales is simply the transference of belief.

Believe it will be a great week!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB