7-3-2013
Many radio stations now offer upwards of 30 different non-traditional and digital advertising capabilities to their clients. It?s a long way from the days of selling 30-second spots and requires a much different sales approach.
The radio industry is erroneously training AEs to present their entire menu of digital advertising options to their prospects. This method is akin to having them order from a Chinese menu. In fact, most local advertisers don?t even understand what?s on your digital menu!
AEs lack knowledge and confidence about selling digital, so they throw everything but the kitchen sink at their clients. "Can I take your digital advertising order please?"
This approach is overwhelming to local advertisers. AEs time and again have told me the biggest challenge to selling digital is a lack of education on the part of their prospects. This is true, but how radio sells digital is also contributing to the problem. There?s a communication gap.
The best way to sell anything new or complex like digital advertising is to tell a story in plain English. In the world of local advertising sales the best way to tell a story is by sharing case studies.
I know what you are thinking, you don?t have the time to gather and create case studies. Would you rather continue wasting your time waiting for your prospects to order from your digital advertising menu?
Here?s how to gather, create, and share digital advertising case studies to help you close more sales.
1. Most Important Elements in a Case Study
You already know what your prospects want to hear when you present case studies to them. What was the marketing goal? How was it executed? What were the results? And of course, how much did it cost?
Include the creative. Also, be honest about any problems that came up and how you dealt with them. You?ll be perceived as genuine by your prospects and someone they can trust.
2. Share Your Case Studies Online
Don?t be afraid to share case studies on your website or social networks. Once your client?s marketing hits your airwaves or website, your competitors are going to learn all about it anyway.
Consider building a case study archive. Organize them by media type, ad format type, budget size, and advertising category. Local advertisers are searching online every day for new marketing ideas. Let them find what you?ve been working on and put your case studies to work by attracting qualified leads.
3. Use Case Studies as Sales Presentations
Leave your binder of digital advertising capabilities at the station when you meet with a prospect for the first time. Bring at least three case studies of multi-platform packages from past clients instead.
Use case studies that you think will resonate the most with the prospect. Show ideas from similar businesses or do your best to anticipate their marketing goals through deep online research.
As you present your case studies to your prospect, you?ll discover you?ll be much more confident about selling digital advertising, as well as disarming your prospect. As you share your past success, they?ll ask you specific questions, revealing their buying intentions and interest in your various advertising capabilities.
Eliminate the pressure to sell all of your digital advertising capabilities out of the gate and stop overwhelming your prospects. Case studies are a much more comfortable method for starting a conversation about digital advertising and how it can work in combination with radio.
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 is also the founded of LocalBroadcastSales.com in 2008. Email him at stephen@inboundarts.com or connect with him on LinkedIn.
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