RAB Annoucement

The RAB has announced that Wayne Ens and Rick Fink of ENS Media Inc. will be featured speakers at the Sales Consultant Series at the NAB/RAB Radio Show, September 5th to 8th in Austin, Texas.

If you are there, please make a point of introducing yourself.  We’d love to connect with all of our ENS on Sales readers.

ENSMedia Inc. 705-484-9993

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What’s Keeping Advertisers Up at Night?

According to new research conducted by Credit Suisse and published by e-marketer, advertisers’ concerns about viewability and ad blocking are growing.

Marketing Professionals Worldwide Who are

Concerned About Select Digital Ad Issues.

May 2016 – March 2017

% of respondents

Ad Fraud

————————————————————28%

——————————————————25%

—————————————————-24%

Viewability Standards of Display/Video Ads

——————————————————–26%

———————————————19%

——————————————————————–31%

Rising Use of Ad Blocking Software

—————————————————22%

—————————————————22%

——————————————————————————-37%

Source Credit Suisse, “The Future of Advertising” April 25, 2017

226715                                                                    www.marketer.com

 

Maybe it’s time to help them sleep at night by using more good ‘old-fashioned’ radio.

Radio’s reach has remained constant in spite of all of the shiny new media.  And radio audiences in all demographics are proven to respond to ads on their favorite stations.

Click here to arrange an online presentation on how our Winning in the New Media Economy sales retreats will train your account executives know how to position radio’s strengths amidst all of the new media hype.

 

ENSMedia Inc. 705-484-9993

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Your Real Competitors

         Digital media are not your competitors.

In spite of all the new media hype, print still captures the lion’s share of local advertising budgets. Print, including the nearly defunct yellow pages, brochures, declining newspaper circulation, junk mail, flyers, coupon envelopes and more,  still capture the lion’s share of local budgets. And they are your most vulnerable competitors.

Our Selling in the New Media Economy sales retreats can train your account executives to embrace all things online as more cost-efficient alternatives to print, and train them how to articulate the distinctly different but compatible roles of broadcast advertising and online advertising to the exclusion of print.

You’ll make more money, and so will your advertisers when you teach them to abandon print for a broadcast and digital partnership.

         Click here to inquire about scheduling one of our live in-market sales retreats for your sales teams.

 

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Harness the Power of the Paper Trail

If the only tangible your customers receive from you is a

presentation and an invoice, you are headed for trouble.

Your customers want value and their value equation is simple:

Value = Your Customer’s Expectation of you + or – Your Customer’s Actual Experience when they do business with you.

          Here is the good news. YOU control both ends of this important equation. Value is a perception rather than a reality, and you have the tools to create realistic expectations and take credit for over-delivery on those expectations.

          Many salespeople, however, in a frantic effort to capture a sale, make promises and build expectations they cannot possibly exceed. And just meeting the customer’s expectation does not deliver the positive value perception you need to build strong customer relationships.

          What is even sadder, some salespeople who do deliver an experience greater than the expectation, do not take credit for doing so!

          Do you deliver an impressively written wrap-up report after each of your major campaigns, complete with photos of customer traffic and outlines of what you did over and above what was contracted for? Do you conduct a post-campaign analysis to make each campaign better than the last? Do you ALWAYS under promise and over deliver and have a paper trail to prove it?

          Radio has often been defined as an ‘intangible’. The dictionary defines tangible as ‘able to be perceived by a sense of touch’.

          Delivering comprehensive wrap-up reports to your clients, with scripts, schedules, photos and more, can actually make their radio investment tangible!

          If the only ‘paper’ from you in your customer’s file is your attempt to get an order (your presentation) and an invoice, you are missing the boat.

           Account executives who deliver tangible evidence of their over-delivery in the form of a written wrap up report soon find themselves immune to pressure from competitors who do not manage the experience side of the value equation

 

 

ENSMedia Inc. 705-484-9993

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Your Prospect Said ‘No’…Now What? Part 3 of 3

In the last two ENS on Sales, we explored why ‘no’ is a necessary step towards ‘yes’ in your selling process, and we discussed the first five of our ten things to do after ‘no’.

(If you missed those issues, contact angela@wensangela@wensmediacom  to request them).

Let’s explore the remainder of those 10 steps.

Step 6;  is one of the most often underplayed…..say thanks in a big way!

Thanks for the appointment, thanks for giving me new insights into your business or your goals and thanks for considering us, etc.

Don’t only say thanks verbally, but follow up in writing with a personal note.

Also thank any key influencers, coaches or associates who referred you, and keep them in the loop.

Step 7:  After no, carefully plan your next strategy based upon what the no taught you. Through questioning, you’ve learned why your prospect said no, and conversely, you now know what you have to do to get to yes.

Step 8:  Initiate a minimum of three valid business contacts before you ask for the order again. A valid business contact is any contact which benefits your prospect.

Pushing for a sale on every encounter can be a real turn off, but delivering a minimum of three messages of value before the next ask will help create a pre-sell your next approach.

Step 9:  After no, get a second opinion. Review the situation with your sales manager, have a productive brainstorming meeting with your creative people or, SoundADvice members are always welcome to contact me 24/7 to discuss the situation and alternative approaches for the next proposal.

Step 10:  Last but not least, bow out gracefully.

When you have exhausted the previous 9 steps, know when to quit, but do it with confidence and style.

Don’t just disappear. Let the prospect know that you are convinced your station can produce results for them. Let them know you would like to have another account executive tackle the challenge, and ask them what they look for in a media account executive so that you can better select the team member at your station to serve them.

There is no shame in another account executive making a sale where you could not. If your account trade results in a win for the station and a win for the client, you are a winner. There will be clients that others couldn’t sell that you could sell, and visa versa.

Remember, if you’re not getting any no’s, you’re not trying hard enough, and if you are getting too many no’s, you aren’t preparing properly.

In closing, remember to take responsibility for no, and retrace each step in your process to learn how to get to yes.

More often than not, when you question to uncover the real reason for the no, it’s very likely you’ll uncover what it takes to get a yes.

 

ENSMedia Inc. 705-484-9993

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