Welcome to The Profession of Advertising Sales. In this course you will be introduced to the benefits of making a choice to be a professional versus just taking a sales job. In the profession of selling, the only limitations are the limitations you put on yourself. Developing the right mental attitude toward professional selling is the pathway to fulfilling the dreams you have for your personal life, your family life and your professional life. This course will help you understand how making the right decisions will lead you to the life you deserve to live.
Before you can become a successful professional salesperson, you must know what your goals are. You should establish your own personal goals that guide you in your personal life, your family life and in your professional life. These personal goals are your personal road map for how you plan to conduct yourself in all aspects of your life. This course will help you set goals to become successful in your personal and professional life.
Your account list is the lifeblood of your new life as a professional salesperson. This course will teach you the basics of account list management and the concept of a sales pipeline. You will also learn the long-term benefits of building a diversified account list of businesses from a variety of business categories. In the profession of Radio advertising sales, virtually every business in your town has the potential to become a new customer. You will learn where and how to get started on finding people willing to buy.
Prospecting and lead generation is where it all begins in sales. Prospecting and lead generation is the key to an unlimited income in sales. The exciting thing about a profession in Radio sales is that your product is and can be used by almost every kind of business. This means you have a wider variety of people to call on as opposed to a tool salesperson who would sell primarily to body shops and service stations. Prospecting for new customers in Radio Advertising Sales is wide open. Almost every business you see in your market could benefit from Radio advertising. This course will teach you how to develop an endless supply of new prospects to call on.
Finding someone to buy, that's what prospecting is all about. Professional sellers approach the process of prospecting with purpose. For whatever reason, sometimes through no fault of your own, customers go away. In order to be successful at sales, you must have a system to acquire new clients. This course will introduce you to the art of starting new relationships, that can result in new business opportunities that ultimately turn into sales. You will learn how to identify high value prospects and increase your lead-to-customer conversion rate with simple to follow routines that make prospecting enjoyable and productive.
Working by appointment is not only the most professional but it also the most productive way to grow a successful business in Radio sales. When you work by appointment you present yourself to your leads as an organized professional, someone who recognizes the value of time and uses time wisely. Working by appointment is the key to successful time management and the best way to get more done in less time. This course will teach you how to overcome call reluctance and embrace appointment setting by learning effective techniques to reach decision makers and secure a meeting.
Prospects rarely buy advertising from you just because they like you or your Radio station. They buy advertising from you because they have a problem to solve and they believe you can help them. The degree to which they believe this depends on the level of confidence and comfort they have with you and your product. This course will teach you about the psychology of the business owner at work during the selling process. You will learn skills that will help you uncover needs or issues you can help the business owner with. You will also learn how to get the prospect talking about these needs and issues to uncover just how much the prospect wants your help.
The key to a customized presentation is using the meeting to answer the prospects questions and concerned that you learned about during your Customer Needs Assessment interview. You want to use your presentation to show your prospect just how you can help them accomplish the goals they identified in the interview. The presentation can also be used to help the prospect gain a better appreciation for Radio advertising.
This course will teach you how to organize your notes from the Customer Needs Assessment and create a presentation that tells the story of how you can help the business owner achieve the goals that you identified in your earlier meetings.
Business owners want to know if they are getting an ROI, a return on investment from their advertising. That is one of the reasons so many business owners turn to digital advertising. They believe they can track their advertising results. But don't let that get you down. Radio has demonstrated, through many new studies, to outperform other advertising choices in driving a measurable increase in sales. The average sales list if approximately $10 for every $1 spent on Radio advertising. In one case study, the business saw a $23 increase in sales for every $1 spent on Radio advertising.
In this module, you will learn how to estimate a possible ROI to include in your sales proposals.
Learning how to build effective Radio advertising schedules will help you sell more advertising, improve your renewal rates and do a better job for your customers. In this course you will learn about the two dimensions of effective Radio advertising schedules, reach and frequency. For a schedule to be effective, the reach and frequency of the schedule must be in balance. Understanding this balance will help you teach your new customers how to get real results from their advertising.
One of the most valuable skills you can develop is your creative script writing skills. It is the commercial that your new customer identifies with most. It is their commercial. They can hold it in their hands. They can play a copy on their phone. The commercial is the most tangible aspect of the advertising purchase. When you position yourself as the scriptwriter, your customer starts to see you more as a true consultant, a resource they can come to for new ideas.
Don't worry if you don't have any script writing experience. The biggest advertising companies in the world follow the same formula you will learn in this module.
It's Showtime! When you are ready to present your proposal to your prospect, it is showtime! Presenting is a story telling exercise. You're on stage. You use your persuasive skills to describe the agreed upon goals and why they are important. You lay out your plans to accomplish those goals. You demonstrate the commercial. You describe the possible ROI. Then you ask the prospect if they want to proceed.
It is not the pages of your written presentation that does the selling. You do the selling. In this module, you will learn the power of your mannerisms, your voice inflection and your attitude is making a successful sales presentation that your prospect will buy.
Closing the sale seems to get all of the attention in selling when in fact, reaching agreement is the sum of all of the parts of the selling process. You cannot close something that has not been opened up in the first place. That's why we call this module Reaching Agreement. Your sales presentation tells the story of how you are going to help the prospect reach a goal or achieve an objective. Reaching agreement is simply determining if the prospect thinks your idea will work. It is the natural conclusion to a well prepared sales presentation.
In this module you will learn how to ask the right questions to reach and agreement to move forward with your proposals.
The professional salesperson, the salesperson who has made the decision to make selling Radio advertising a profession and not just a job, knows that the fundamental building block for long term success is customer service. Satisfied customers help you sell other prospects. Satisfied customers buy additional products. When you're focused on maintaining a base of satisfied customers you will start to see bigger paychecks and you'll start living the life you deserve.
In this module, you will learn the basics of ongoing customer service, easy ways to stay in contact with existing customers and proven techniques to bring back your old customers who may have gone away.
The long-term success of your selling profession will depend on getting referrals from your current customer base. Word-of-mouth advertising is truly a powerful medium. Your existing customer base is an asset that can help you grow your business. Existing customers are also a rich source of add-on selling as their advertising helps them grow and expand their business.
In this module, you will learn specific skills to solicit referrals and testimonials you can use to meet even more new prospects for your advertising sales efforts.