Being a successful radio sales person this year will be about embracing change. Expectations are that radio station revenue will be, at best, flat in 2023 as on-air revenue declines and is offset by increases in digital advertising. With another year of transformation coming our way, radio salespeople need to look at their book of business differently. Here five simple steps you need to follow to be more successful at selling radio and digital solutions in the coming year.
Understand Your Station’s Audience
As a radio sales person, it’s important to have a deep understanding of your target audience. This includes demographic information such as age, gender, income, and location, as well as listening habits and preferences. Assuming you’re a rated station, you should be able to tell your client who’s listening, when they listen, and what they like. By understanding your audience, you’ll be able to create more effective sales pitches and connect with potential clients on a more personal level.
Ask Lots of Questions
There’s no such thing as a dumb question! Conducting a full client needs assessment will allow you to gather important information about the potential customer’s goals, challenges, and pain points. Even if you’ve worked with the client for years, you would be surprised how much new information can come to light by starting fresh and asking the right questions. This information can then be used to tailor a solution that specifically addresses the customer’s needs and demonstrates the value of your radio station and the services you provide.
Embrace Digital Technology
As the world becomes increasingly digital, it’s important for radio sales people to embrace new technologies in order to stay competitive. This doesn’t just mean selling digital solutions (although this is key!). It also includes using social media to connect with potential clients, creating digital content to engage with potential customers, and using tools such as CRM software to manage your sales pipeline. A sales person who embraces digital technology will reach more customers, be on top of their business and ultimately close more deals.
Build Relationships with Your Customers
In the world of sales – regardless of the product – building strong relationships with clients is key. This includes making regular contact, being responsive to their needs, and providing exceptional customer service. Many sales people I’ve worked with shy away from checking in with their clients out of fear of bad news and rejection. By building strong, open and honest relationships with your clients you’ll be able to retain their business for the long term, identify upsell opportunities and potentially gain new business through referrals because you’re doing such a great job!
Stay Current With Industry Trends
The radio industry is constantly evolving, so it’s important for radio sales people to stay current with industry trends. This includes staying up-to-date with new technologies, changes in regulations, and new revenue streams. There are lot of websites, newsletters, and social media pages that serve up valuable tidbits of information that keep you informed. By staying current with industry trends, you’ll be able to better anticipate changes and identify new opportunities for growth.
What is 2023 Going to Bring?
2023 is going to be another topsy turvy year in the radio industry. In order to be successful, it’s important to understand your audience, ask lots of questions, embrace digital technology, build relationships, and stay current with industry trends. Do this and you’ll be able to increase your sales and stay competitive in the ever-changing world of radio and advertising.
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