You can change the way advertisers and decision-makers perceive your sales department. Your reward will be a higher level of buyer confidence and that can only mean one thing...more revenue! Here are Gregg Murray’s Top 15 Ideas to Modernize Your Sales Department:
- Create a dedicated sales/marketing website that will help advertisers learn more about radio, advertising, and your station’s unique selling propositions.
- Build an eMarketing system so you can share business building etips and sales opportunities to all your clients and prospects.
- Distribute a monthly (print) newsletter with helpful business tips for advertisers.
Have sellers distribute when they’re seeing clients/prospects.
- Contract a graphic designer to help create and maintain the most professional media kits and sales materials in your market.
- Be certain all your sales collateral materials maintain a consistent look.
- Use your invoices and statements each month to include a flyer with upcoming sales opportunities.
- Bring in a PowerPoint/Word sales expert to train your sales staff on how to create sales packages that are designed to sell.
- Develop creative promos to run on air that stress the benefits of radio and your audience to local advertising decision makers.
- Promote radio and your sales department through banner ads on websites of interest to the local business community – start with the Chamber of Commerce.
- Collect audio testimonials whenever and however you can. Then, use them on air to help create interest from new prospects.
- Utilize professionally printed note cards for thank you’s and special messages to prospects and clients.
- Make sure all sales materials that go out the door have your station’s contact information.
- Don't just fax or email media kits/coverage maps to out-of-market prospects. Instead, have them available online so you can build your relationship on the phone while they’re viewing and printing (and you’re discussing) what they need.
- Watch out for common sales package mistakes: center spacing all the text, overusing exclamation points, or using clip art and decorative/fancy fonts (stick to Arial, Tahoma, or Verdana).
- Try to stop using the titles “salespeople” and “sales managers” in the public domain. Consider them “advertising executives” and “advertising managers” to the business community.