KBA'S WEEKLY NEWSLETTER

July 1, 2021

THANK YOU!!!!!

Since last weeks newsletter, Congressman Andy Barr has signed on as a co-sponsor of the Local Radio Freedom Act.

On behalf of broadcasters from across the Commonwealth, thank you Congressman Barr for your continued support of Kentucky's local Broadcasters.

UPCOMING DEADLINES TO NOTE

JULY 8, 2021

RAB's next Leadership MasterClass begins on July 8th. Seating is very limited. Click here to learn more.

RESERVE YOUR SEAT NOW

JULY 9, 2021

The deadline to submit a nomination for a KBA Legacy Award is July 9th. The awards will be presented as part of the Excellence In Broadcasting Awards ceremony on Monday, September 20th at the Bluegrass Music Hall of Fame & Museum in Owensboro.

LEGACY NOMINATION FORM

JULY 10, 2021

Quarterly Issues/Programs Lists are required for all full-power radio and TV stations (including Class A TV stations), both commercial and noncommercial. These Lists are the only documents required by the FCC to demonstrate how a broadcast station served the needs and interests of its community of license, as required by the Communications Act. These Lists show how a station operated in the public interest. They can be reviewed by the FCC at any time and, in the last decade, the failure to maintain these Lists has led to more fines on broadcasters than for any other violation. Click here for more.

EXCELLENCE IN BROADCASTING AWARDS

ENTRY WINDOW OPENS NEXT THURSDAY

Watch next weeks newsletter for detailed instructions on how to enter the Excellence In Broadcasting Awards, which will be presented during KBA's Annual Conference in Owensboro on Monday, September 20, 2021

NATIONAL EAS TEST

IMPORTANT DATES AND STEPS TO BE AWARE OF

On or before July 6, 2021, all EAS Participants—including Low Power FM stations, Class D non-commercial educational FM stations, and EAS Participants that are silent pursuant to Special Temporary Authority—must complete the 2021 ETRS Form One unless they fall under one of the following exceptions:

Analog and digital low power television stations that operate as television broadcast translator stations are not required to register and file in ETRS.
FM broadcast booster stations and FM translator stations which entirely rebroadcast the programming of other local FM broadcast stations are not required to register and file in ETRS.
Analog and digital broadcast stations that operate as satellites or repeaters of a hub station and rebroadcast 100 percent of the programming of the hub station are not required to register and file in ETRS; however, the hub station (or common studio or control point) is required to register and file in ETRS.

Each EAS Participant should file a separate copy of Form One for each of its EAS decoders, EAS encoders, or units combining such decoder and encoder functions. For example, if an individual is filing for a broadcaster that uses two units combining decoder and encoder functions, that individual should file two copies of Form One.

On August 11, 2021 or August 12, 2021, EAS Participants must file the “day of test” information sought by ETRS Form Two (the Public Notice apparently allows for the first time that ETRS Form Two may be filed either the day of the test or the following day).

On or before September 27, 2021, EAS Participants must file the detailed post-test data sought by ETRS Form Three.

FREE LBS WEBINAR FOR KBA MEMBERS

BROADCAST SELLING IS ALWAYS EVOLVING - ARE YOU?

TUESDAY, JULY 13TH @ 12:00 PM EDT

Never has there been a more urgent time for broadcast sellers to truly comprehend marketing from a traditional, digital, and events perspective. Today's TV and Radio salespeople must be more than just "adequate" multimedia consultants. Local digital agencies will continue to win more and more account control unless the local broadcast seller knows how to champion their clients' complete marketing plans. In this webinar, one of the industry's best digital experts will provide you insights into how you can become that marketing champion!

JEFF SCHMIDT'S SALES TIP OF THE WEEK

ABC: ALWAYS BE SELLING

“First prize is a brand-new Cadillac Eldorado, second prize is a set of steak knives and third prize is, you’re fired. Do you want to work here? Close. You don’t like it? Leave.”

In the 1982 movie Glengarry Glen Ross, Alec Baldwin, gives his now-famous “Coffee Is for Closers” speech. Despite its foul language and abusive tone, you have to chuckle at the scene. Sadly we laugh because to some it feels real.

Closing is a critical component of the sales process. “Get them to sign on the line which is dotted,” exclaims Baldwin. I don’t like the term “close” because it suggests an ending when in reality it’s just the beginning. Closing is not an event, it’s a process… a series of events that culminate in the acquisition of a new client.

First, you must get onto a buyer’s radar by seeding, cold calling, getting a referral, or creating some other means of making a connection with a prospect. You “close” by getting the initial meeting. You open the conversation about problems and needs. You “close” by getting a second appointment to demonstrate your company is capable of solving their problem or improving their business. You present the plan and the pricing and acquire an order. Sounds simple, right?

That’s not where it ends. You now have an opportunity to go to work for the customer you put so much effort into selling. The real success is when you get a second or third order from the same customer and obtain referrals to other people in their network.

What you believe about selling and closing will drive your behavior. If you believe closing is something you do to the buyer, you will act differently than if you believe closing is something the buyer wants as much as you do. In Robert Bly’s Book: Zero Pressure Selling he offers 7-Keys to closing the sale, or new ways to think about closing:

Overcome Objections
Offer Reasons to Buy Now
Help the Person Solve Problems
Narrow the Choices
Help the Person Reach A Decision
Ask for the Sale
Take “No” for an Answer

As a professional, highly trained salesperson, it is your job to reduce the tension, reduce the fear of manipulation and reduce the anxiety on the part of your prospect. You do this through the use of ZERO pressure closing.

If you believe you’re working for the client and truly helping them, then closing is the natural progression to the work you’ve done. In addition to beliefs, your attitude can dramatically affect the outcome. There are three “vibes” you must give off for your prospects to feel at ease:

Believe you’re serving the client and exude passion and a positive attitude. You won’t have to worry about “closing techniques.”

Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn.