Our Conversation With a Radio Legend

10-14-14

2014 Marconi Award Winning station WOWO in Fort Wayne Indiana will soon be celebrating its 90th birthday. The Federated Media owned news-talker is located in Fort Wayne, Indiana, market number 113. It's legendary call letters are known by many all around the country. Bob Chase has been with the station since July 1, 1953. Chase says he's retired but that's hard to believe when he explains how active he still is, both at the station and in the community. We spoke to Chase about his long and successful career in radio, the evolution of WOWO which he witnessed up close and his views on how radio has changed since he was first hired. Listen to our interview HERE.

(10/14/2014 7:11:41 AM)
Class guy start to finish!

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(SALES) Your Last Conversation Is The Relationship

9-30-2013

She was 18, he was 19. They were high school sweethearts. When her death parted them in 2003, Mom and Dad had been married 49 years. Dad always told me: ?A solid relationship is not a 50/50 deal, it's actually 100/100.? He said, "If you want a strong relationship, one that will last, you have to give 100 percent no matter what you think you're getting in return.?

You've been to your fair share of sales seminars. Most focus on prospecting and new business development, doing a customer needs analysis, and making the presentation. Trainers swerve through objections handling and arrive promptly at closing the sale. Don't get me wrong, these are critical phases of the selling process and need great training. What's missing is the key ingredient that HAS to be in place before ANY of that other stuff matters -- The Relationship.

Betsy Rozelle owns Rozelle Communication and is passionate about helping people become effective affinity builders. Betsy has some great thoughts on relationship building and shared them with me:

"Legendary Green Bay Packers coach Vince Lombardi is famous for developing a winning team by starting with the fundamentals "Gentleman, this is a football."

"Trainers usually assume people already know about the basic building blocks of relationship development and how to successfully use those skills. At Rozelle Communication, I approach training differently. The ?football? in each of my training sessions is the basic concept of affinity.

"Affinity, as it relates to interpersonal relationships, is the connection between and among people, based on common experiences, passions, and interests. The ability to discover and develop those connections is the key to successful relationship building.
"The first 3 steps to a successful relationship with a prospect or client are very basic, but crucial:
1. CARE about people. Thank you, Captain Obvious. The term ?care? is trite, but unless you truly care about your individual prospects and clients as people, you won?t last long in a sales career.

2. USE FIRST AND LAST NAMES. When you introduce yourself to others, always make strong eye contact, along with a firm handshake, and give your first and last name. If the person you?re meeting gives you only his/her first name, be sure to ask what the last name is. It seems counter-intuitive but when you disclose only your first name and accept only their first name, you?re de-personalizing yourselves at the initial meeting. I?m Betsy Rozelle . . . not Betsy Smith, not Betsy Ross. Bonus: In almost every case, the last names you share with each other will spark some recognition or affinity (e.g. ?Oh, are you related to Pete Rozelle?" . . . or, ?I went to high-school with a Rozelle?). Seize upon the opportunity to find commonalities right from the start. Ask a specific question about their name.

3. SEEK AND TELL STORIES. Another way to show you care about your prospects/clients is to first engage them in a conversation about their background, interests, and experiences. Capitalize on where interests/experiences intersect (?Wasn?t Tuscany amazing? I was there five years ago and it was my best trip ever.?)  Or, if you don?t see many similarities between your experiences and your client?s, build affinity by showing an interest in some of the experiences that s/he shared (?I?ve never had a motorcycle, but I admire my neighbor?s Harley from a distance. Have you ever been to a Harley rally? I heard those are some major fun.?)
"You and your prospect/client will both walk away from your first meeting feeling that you have made an important personal connection and that you are ?in this thing together.?  The relationship building takes root from there."

Carolyn Schmidt is my wife, business partner, and Ignition Specialist at Sparque. On a recent presentation call with a potential client she said, "So where do we go from here?" The client responded, "We were waiting to see what kind of close you were going to use on us." Carolyn responded, "I'm not trying to close anything, I'm trying to open a business relationship." The prospect and his team were impressed; the business relationship commenced.

To cultivate communities of clients for long-term success, start with the relationship. Find and build affinity, care about their problems, offer valuable solutions, and you?ll gain not only a client but also a friend for life.

Think Big, Make Big Things Happen!

Jeff Schmidt is EVP and Partner with Chris Lytle at Sparque, Inc.You can reach him at, Jeff.Schmidt@Sparque.biz, follow him on Twitter @JeffreyASchmidt, or connect via LinkedIn 
Reach Betsy Rozelle at:  brozelle@new.rr.com

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(Friday Conversation) Dave Graveline

6-21-13

Dave Graveline has been broadcasting a tech radio show for 18 years now. The former Miami police officer was talking about technology on the radio way before society decided it couldn't live with a smartphone super-glued to a body part. Today, Graveline's weekend technology show is heard on over 190 stations and he travels around the world doing remote broadcasts. The show launched in 1996 on WIOD in Miami and Graveline says the PD at the time made him call the program "Toys for Boys," alienating half the audience. Graveline changed the name to, "Into Tomorrow," which is what it's still called today. Radio Ink Editor Ed Ryan caught up with Graveline to discuss his show, his nearly 20 years of success, self syndicating and much more. Here's our Friday conversation with Dave Graveline.

Congratulate Dave on his 18-year run dave@graveline.com
Check out his website at www.IntoTomorrow.com
Follow him on Twitter @davegraveline
Facebook

(6/22/2013 11:27:07 AM)
The anonymous "Whitworth" reminds me of yet another bonehead PD that once told me "your show sounds like a plug fest because you talk about so many products" DUH! How else do you cover products, without talking about them??? How do these people even become "management" in radio?

As for the second comment... Small mind.

Oh well, we've had to deal with the jealousy of success all these years. :-)

(6/21/2013 4:38:35 PM)
The issue with this show has always been his cozy relationship with the tech industry vendors-manufactuers. Why else would Graveline attend all these shows on his own buck? I'm not talking about Vegas, dude goes to Berlin etc.
(6/21/2013 2:09:48 PM)
Dave and Eric definately have one interest in common - suck Bob Struble's cock!

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A Conversation With The New Boss at DG

3-21-13

Paul Caine is very positive about Audio and very positive about radio. While at Time Inc., the company he's leaving to take over at Dial Global, he says using audio in the media mix is coming up more and more and that's one of the reasons he decided to take the Dial Global CEO job. He sees the audio space as a growth opportunity and believes Dial Global is in a unique position to be a leader in that space. And he sees big growth possibilities in digital and mobile. Caine took the time between meeting with clients yesterday to answer a few of our questions about taking over Dial Global.

RI: You're 48, Paul. Has it been a goal of yours to be a CEO?
Paul Caine: I wouldn't say that being a CEO has been a goal. Being a positive influence on the media industry, that has been my aspiration. I've had the benefit of having many different roles within the industry and within the company of Time Inc. This is just another step in the direction and I am really excited about it.

RI: Everything we've read said you were in line to be the next CEO of Time Inc. Why leave that company?
Paul Caine: I feel really good about where this company is going. When the opportunity in Dial Global came up, I got really excited. I am really excited because during the course of my travels and working with agencies and clients, I kept hearing how audio is becoming a more important part of the media mix. There were a lot of questions about how to effectively use audio and radio to do that. So, the idea of working with marketers who fully understand this medium and use it to it's fullest potential, that's what got me excited.

RI: How long were they pursuing you? How long was the process going on?
Paul Caine: The conversations were long enough that I got a really good understanding of what the business was, what the opportunity was and that the people involved in it were the right talent to see it forward. The more I got to know, not only the business and the industry, the more it seemed like the right opportunity for me.

RI: Is it safe to say that it was going on for longer than six weeks?
Paul Caine: The conversations go in all different directions. I think what is safe to say is that there was no question when it was really presented to me in a positive way, it seemed to be the exact right thing for me. More importantly, I felt like I could have an impact on the business and the category, which is what my main focus is.

RI: Do you consider this to be a turnaround?
Paul Caine: I see it as a growth opportunity. The category is growing, Dial Global has a unique position with the content that it creates and the consumers that it serves. It has a unique opportunity to be a leader in that side of it. There has been wonderful work going on in the category. Wonderful work by all the other companies in audio and also wonderful work done by dial. I am just looking forward to seeing the next stage of this.

RI: What have you determined to be the biggest challenge that you will face when you come on board?
Paul Caine: I think all media has challenges at this point. With each of the different mediums, we all have a responsibility to help our advertisers understand the power that the consumer has already recognized. I love that the consumers connection with audio is only increasing. Engagement scores are high. Listening of radio and audio has just been growing. The growth within the digital and mobile space is really inspiring. What I really see is an opportunity for us as a company to really participate in that growth and own the leadership position of the growth.

RI: Can you talk about what your vision is for mobile and digital?
Paul Caine: I think the consumers are leading us down a path where all content can be delivered on multiple devices. We are used to audio being distributed on traditional radio which is completely a healthy medium and in a healthy place. But, we are also watching consumers using more mobile devices like their literal mobile device and other digital devices to distribute audio content. It is important for Dial Global to be a leader in that space.

RI: What do you think are your best lines? Your best products at Dial Global?
Paul Caine: Dial Global has a wonderful strength in live events, especially in sports. But, it has a opportunity to grow in all radio.

RI: You were behind several launches when you were at Time Inc. Do you think there is room for more product?
Paul Caine: I think there is always room for growth and that is something that the consumers and the creativity amongst the staff is only limiting us by. I think we are going to continue down our path and seek out as many opportunities to engage with consumers in audio as we can.

RI: There have been some challenges on the business side. Can you talk about those at all? Do you think there will be cuts at Dial Global?
Paul Caine: I think we are going to be thoughtful about the way we are going to approach this business and look for the opportunities to grow it. Our goal is to invest in where our content is and invest in where the growth opportunities are going to be.

RI: Do you think that there is a lot of room for revenue growth at Dial Global?
Paul Caine: I definitely think there is revenue growth opportunities for the company and the industry. We are looking forward to seeking those out.

RI: Where do you want to see the company in two or three years?
Paul Caine: I would like to see the company building on its existing strengths to the consumer in the content and the partnerships that we have. I would like to see us build on that and continue to grow in an area that is going to allow us to be more important to the consumers, affiliates, and to the format, and to ultimately be more important and impactful to advertisers.

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(DIGITAL) 5 Digital Sales Conversation Starters

3-4-2013

There?s nothing more frustrating in radio sales than spending most of your day cranking out cold calls and blasting out emails only to get little or no response from prospects. What does it take to get the attention of local advertisers these days?

The default conversation starter typically used in radio sales has always been to ?sell? the station, its programming, its demos, its ratings, and its brand. We?ve all been told before that many local advertisers just don?t care, but we still don?t like hearing it do we?

We really need to put ourselves in their shoes.

There isn?t a local business today that isn?t overwhelmed by all the different online, mobile, and social media marketing options made available to them. If you really want to get the attention of a business owner, you need to recognize their marketing needs and how you can help them.

They are desperate for a trusted local marketing adviser. Who better to help them than a marketing expert from a local radio station with an established reputation in their community?

To get your foot in the door, meet them where they?re at. They might not understand how radio promotion can help them with their online or social media marketing out of the gate, but you can make your case once you?ve established your credibility and earned their trust.

In today?s marketplace, the fastest way to get the attention of any local advertiser is to offer them some free digital marketing consultation. Change your approach to your cold calls, emails, and voicemails to prospects. Don?t sell your station off the bat. Show how you can solve one of their digital marketing problems first. You have to give to receive. Try one of these sales conversation starter ideas:

1. Assess Their Online Marketing

Many local businesses don?t even realize they are losing sales because of basic mistakes on their website and how they manage their online presence. HubSpot?s Web marketing assessment tool Marketing Grader points out areas for improvement. Share these recommendations with your prospect, so they can generate even more sales leads from their website.

Run the Web address of each of your prospects through Marketing Grader. It will generate a score between 1 and 100. The higher the score, the more optimized your prospect?s website is for generating sales leads.

You?ll be perceived as a local media rep looking out for their best interests and not just asking them for money. The best part, it?s free and takes just seconds to do. The third-party recommendations from HubSpot are rooted in widely recognized best practices for online marketing lending you additional credibility.

2. Fix Mistakes on Local Directory Listings

Data from the directory service yext.com shows that over half of small businesses have an error in their name in at least one major online business directory. One-third had an incorrect phone number in at least one of their online listings. Another recent survey by ConstantContact shows that 70 percent of small businesses said they don't have time to manage their online directory listings.

Submit the name of your prospect?s business and their zip code on GetListed.org. This free service shows where your prospect doesn?t have a listing and enables them to quickly check for errors in directories where they are already listed.

As more and more people search for information on mobile phones, something as simple as an incorrect phone number or wrong address in an online directory listing could cost a business a sale. Show your prospects which errors to fix and which directory listings they should create.

3. Set Up a Google Places Account

Probably the most important directory to any local business right now is Google Places. After hearing a business mentioned on the radio or seeking local business information online, most consumers do a search on Google, either on their desktop or mobile phone.

Search for your prospect on Google to see if they have their Google Places listing set up. If they have one already, see if they have it completely filled out. They can include their hours of operation, types of payments accepted, map of their location, contact information, photos, and reviews.

If your prospect doesn?t have an account, offer to create one for them. It?s free to create. If they do have one, but you noticed an error or if they are missing information, point it out to them. Show you are looking for ways to improve all aspects of their marketing.

4. Monitor Yelp Reviews

If you aren?t familiar with Yelp or have used it as a consumer, think of it as the new local focus group in radio sales. Get real-time feedback from customers about your prospect?s business.

Read the reviews for each prospect you call on to see what consumers are saying about them. Look for trends whether the reviews are good or bad. Is there a particular reason people are recommending the business? If people aren?t happy with the business, why is it?  

Use this information to develop a unique radio campaign. Share your ideas with your prospect and let them know it was inspired by their customers? feedback on Yelp. Remind them that radio can share their customers? insights with a much larger audience than those who find it on Yelp.

5. Compare Web Traffic

Show your prospect how their Web traffic stacks up against their direct competition using Compete.com?s Graph Buzz. No business likes to know they aren?t doing as well as their competitors. Their Web traffic is an indication of how interested prospective consumers are in learning more about their business.

As with any Web traffic reporting, people will always challenge you on the numbers. Use Graphic Buzz to give your prospect an overall visualization of how their Web traffic stacks up against its competitors.

You can also perform a simple Google search for other businesses in your prospect's category to estimate its popularity. It might be pet stores, auto dealers, or pizza shops. See how high your prospect ranks in the search compared to its competitors.

Use your research to generate a conversation starter about how you can use radio and digital advertising to increase their Web traffic, search engine ranking, and their sales to beat their competition!

Each of these conversation starters will definitely grab the attention of your prospects because it shows you understand something about their business and you truly want to help them get more sales. Your voicemail or email is the one they?ll return because they?ll want your help to solve the marketing problem you?ve identified for them. Once you?ve earned their trust, then you can show how radio can drive even more traffic to their website, generating more sales for their business.

Stephen Warley is the founder of inboundarts.com, a research and training firm dedicated to helping radio broadcasters use digital tools to generate more qualified sales leads. He also founded LocalBroadcastSales.com in 2008, an archive of over 600 video sales trainings. Have a question for Stephen?  Email him at stephen@inboundarts.com or connect with him on LinkedIn.

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