At the risk of sounding self-serving (after all, I am in the sales training and consulting business), have you trained your sales staff today? I am amazed at how many stations have not. I also find that many stations relegate training only to new people. They believe that the "old pros" don't need it. They know how to sell.
Hum...I am reminded of how many professional athletes, musicians and actors retain coaches and trainers. They understand that, to stay at the top of their game, they MUST constantly receive feedback from a respected source to keep them competitive.
Which brings me to an article I read recently from Borrell and Associates. Borrell has found that advertisers have "more toys in their toy chest" today. They have more ways to spend their money, and they are buying "more stuff".
They are also cutting back on the number of media companies they work with. According to Borrell, local advertisers currently purchase eight types of media advertising a year. That's up from five and one-half. They are also cutting back on the number of companies they work with from five to three-and-a-half. Companies whose reps can't talk advertising on the same level as their clients are getting cut.
Borrell also noted that advertisers are turned off by reps who start their sales pitch with how their station or publication delivers more viewers, listeners or readers than anyone else in the market. Advertisers want creative approaches. They want it to be ABOUT THEM!
Our sales people need to understand all the media options available and to be able to explain them to their clients in simple terms. Clients want us to be able to integrate all of their marketing vehicles into a cohesive campaign.
Which brings us back to my original question, "Have you trained your sales staff today?" Are you equipping them to be able to access, understand and live in their clients' worlds? Are you still selling packages or have you graduated to sophisticated campaigns that include multiple advertising vehicles? Will your station or paper be the one your advertisers retain as guides in this complicated age?
When you make the decision to raise the skill set of your sales staff, I'd be honored to help. Best way to reach me is 918.810.3068. That's my cell phone. I'm usually out in the field helping my current clients to become A+ players. I can do the same for your group.
