Use Logic to Tell a Better Sales Story

If you tell a joke or a story and you get a lot of laughs or a lot of attention, you'll probably tell that story again. But if you tell a joke and nobody laughs, you might never tell it again. The biggest problem in direct media sales today is that most of our people are still not educated or comfortable enough to relate a cohesive, convincing story to a client.

Logic would indicate that first, in order to get the client's immediate attention, that your opening line should be provocative or intriguing, just like the beginning of a good spot. Whether you're prospecting on the telephone or in person, it is critical to come up with something that will get the client's attention quickly. Think about why newspapers use headlines and then begin your pitch with a headline.

Then, just like a good spot, you need to explain to your client the benefit and result he will probably get from working with you and your station. I'm talking specific, tangible things...not cliché statements like, "we're number one with Men 25-54. It's always helpful to teach a prospective client the psychology of how people use your medium. Admit that most people use the radio for environment and background and are not necessarily paying careful attention to every spot they hear. In fact, most people listening might be dealing with several complicated tasks at one time, like having a conversing on a cell phone while driving.

The client will be able to relate to this. And then remind the client what happens to most people, even while they're having a conversation with someone else in the car, when their favorite song is played. That's right...most people turn it up. And the same thing happens when you narrowcast a spot to a person who will buy "X" product or service from somebody this week.

Next, again just like a good spot, you should present a complete scenario of precisely how the client wins by working with your idea. Use logical, non-cliché reasons to explain precisely why you've written the spot the way you have, why you are proposing the schedule you are proposing and how this will increase the client's chances of reaching people who listen to your station who will buy what your client is selling from somebody this week.

Remember that many times, we neglect to listen and look for obvious marketing problems the client might have. And if the client's product or service is poorly conceived or packaged, or overpriced or if the location is bad, then even the best advertising campaign won't work in the long run.

Nor do many pitches do not include anything about the logic of advertising. It's amazing how many clients there are out there who just aren't aware about how much more business they could generate if they just told people who they are, what they do and how to get in touch with them.

Be sure to erase any preconceived notions the client might have about results. If you know what the client's average sale is, it's easier to teach him how to calculate return on investment and manage his expectations.

If our salespeople understood that people have a hard time buying something they don't understand they would be much closer to closing, or at least getting a second appointment. And our clients will perceive us as educational resources rather than pests just eager to make a quick sale.





Paul Weyland: 5450 Bee Cave Road, Suite 1-C, Austin, Texas 78746, 512-236-1222, paul@paulweyland.com
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