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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Re-Invent YourselfRe-Invent Yourself! When competition gets tough, everyone looks for alternative new ways to make sales. Unfortunately, some of your clients will seriously consider cutting you in a desperate search to find new and improved ways to increase sales.
(Please see, ‘There Are No Surprises’ Ens on Sales on how to prevent cancellations)
But here is the good news! All of the businesses who don’t use you are also looking for alternative new ways to solve their sales problems.
Do the math! There are approximately 63 registered businesses per one-thousand population in your market. We estimate that approximately 50 out of those 63 could benefit from radio advertising. That means in a market of 150,000 people, you have approximately 7,500 prospects.
But wait, there’s more good news. Less than 10% of the businesses in your market currently use radio or TV…..and what’s even more exciting, 75% of the businesses in your market have never seen a radio or TV rep!
Why….because we think they ‘don’t advertise’ so we don’t call them. But it’s really chicken and egg syndrome. They don’t advertise because we don’t know how to sell them.
Here will be the secret to your success in 2009;
1.) Forget about seeking growth by influencing the strategies of national decision makers you can’t even reach.
2.) Fire your ‘retail’ sales people. Traditional retail is shrinking under increased competition from big box stores, online marketers, and discount chains and are feeling increased pressure in the emerging economy.
3.) Rehire your retail people as local advertising people. The 75% of businesses who have never seen a radio rep aren’t in retail, they are in the service sector.
The service sector is the largest and fastest growing sector in our economy, far outpacing our manufacturing, agriculture and retail sectors.
So why don’t we call on cosmetic surgeons, roofers, plumbers, educational institutions and a long list of other service providers. Some would say “because they don’t advertise”.
For years our ‘friends’ at yellow pages have been taking more money from our markets than all of the radio and TV stations combined because they do call on these services and professions.
But lawyers, doctors, roofers and electricians don’t speak ‘retail’. Talking about traffic and awareness to them is meaningless.
In this economy everyone wants more business. It’s time to re-invent yourself. Learn how to get out of retail and generate business for the services and professions and you will not be affected by a diminished retail sector.
And here is some more good news.
1.) This sector has not been bombarded with rankers and ratings.
2.) They are looking for new ways to grow their businesses in this economy.
3.) The first one in with a customer-focused idea wins!
4.) They all think we’re more expensive than we are, and are pleasantly surprised at how little it costs to capture new business with radio and TV.
5.) Your competitors will call on about 5% of these prospects and give up.
6.) Because your listeners aren’t bombarded with ads from well drilling companies or chimney cleaning companies, their share of voice with you will be strong and their campaigns will work.
7.) Sheep syndrome will kick in. Once one aluminum siding installer experiences success with you, their competitors will all follow like sheep and advertise too!
Many of us can remember, for example, when there were no lawyers advertising, they all just used the directory of ineffective markets, the yellow directory. But once one grew with a media ad campaign, others followed suit. (In case you haven’t heard, advertising does work!)
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