ENS on Sales

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Timing Is Everything

          Killing time can murder your future.
          During the next few weeks, many sales reps will catch the holiday spirit; a spirit that can cause them to ‘kill time’.
          We have all heard the excuses for slow bookings in December.  Excuses like;  “My clients are too busy with Christmas sales to see me” or, “I’m too busy servicing my retailers and making copy changes in December to make long-term proposals.”   There are many more excuses, but let me give you a dose of reality. 
          We monitor thousands of advertiser responses to our SoundADvice radio e-marketing system every week.  Last week, we noticed a marked increase in advertisers requesting proposals (RFP’s) for the period between now and January 8^th.
          We surveyed some of the advertisers requesting proposals and discovered several trends, including;
   ·        72% of non-retail business owners (i.e. lawyers, landscapers, insurance brokers, etc.) said they use the slow December period to plan their next year.
   ·        69% of all of the RFP’s generated by our SoundADvice wanted either;
                  a.) “something different”
                             or
                  b.) “something cost effective”
By the way, if you aren’t super-serving your key accounts, the “something different” they may be considering is be dropping your stations!
          So here is the bottom line.  While your competitors are ‘killing time’ and have ‘holiday head’, the timing is right for you build your future and capture more 52-week orders over the next five weeks!  

P.S. You also need to present NOW or sooner for the Boxing Week sales and January Clearances.  And, what about the New Year’s Resolution Market?  Most consumers will resolve to get fit, quit smoking, eat healthier, take a night course or learn to paint or play guitar between December 26^th and January 30^th.
These are emotional decisions your clients can influence on radio.

P.P.S. If you want your station to generate more RFP’s in 2010 and beyond, click here to arrange a free on-line demo of the SoundADvice radio e-marketing system.  SoundADvice may be the ‘something different’ or something cost effective’ your station needs in 2010.