1-21-2013
A few years ago, a top seller in a market I oversaw came into my office and said the following words, ?I want to go to a whole new level. I?ll do exactly what you tell me to do. Will you give me the road map to get there?? I don?t care how busy you are, how many radio stations you manage, or how big your job is, how could you not dedicate the time to fulfill this request? This seller was one of the top three billers out of 20 in this market. She rarely ever missed a monthly budget and she was a six-figure earner. Yet, she wasn?t satisfied and she wanted help. The new plan was more than successful and it took about 90 days to bring her truckloads of new fruit! Here?s what we did:
10 STEPS TO THE NEXT PLATEAU!
1. NEW BUSINESS: Devote 20 percent of every work week to new business development. She carved out Fridays to do nothing but plow new fields.
2. CHANGE YOUR THINKING: Get out of the mentality of selling radio advertising and get into the mentality of meeting as many business-owners as possible and learn all you can about their specific challenges. Then use your radio stations as the tool to address the challenges.
3. ASK FOR MORE: Increase every presentation by at least 25 percent and propose a campaign that spans at least 25 percent longer on the calendar.
4. GET SERIOUS ABOUT SPECS: Double your use of spec commercials. I said double it.
5. TIME-ACTIVATE EVERYTHING: Every task, every assignment must have a deadline date. Whatever it is, if it isn?t dated, it?s not worth doing.
6. GET REFFERALS: Increase your networking and your referrals. Ask every happy client for the name of someone they know you might be able to help.
7. NO FLUFF: Under promise and over deliver. Always!
8. RE-THINK THE EXTRAS: Hold back on the added-value, promotions, and extras, even though they might be management-allowed. You?ll help de-clutter your stations and you?ll have a few bullets in your ammo box in case you need them.
9. TWO GIANTS: Work two giants all the time. Be sure you have two potential monster clients you?re constantly working. These are those large market advertisers that no one can get to use radio. They might be giant television accounts. It may take a year or more, but when a giant says yes, it will be life-changing -- and none of your competitors are doing it.
10. BE A COMPANY SOLDIER: Lead all initiatives. Regularly, your management is saying, ?These sponsorships must be sold. We need this much more revenue to get to this goal.? Lead every company initiative, personally. Be the one who always comes through and gets the job done.
?Take me to the next level, Boss!???.?Here we go!?
Rob Adair is the President of Pinnacle Solving. His company provides revenue growth solutions, branding and differentiation strategies to radio and other industries. Adair is a former radio industry COO and Sr. VP overseeing 25+ stations and multiple major markets. He can be reached at 405-641-0458 or by e-mail rob@pinnaclesolving.com
(1/21/2013 10:53:36 AM)
This is very helpful it's good to be refreshed.
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