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Prospecting

Prospecting. The First Step In a Successful Selling System. Why do we prospect for new business?. To replace lost business. 20-35% Annual Attrition. Why do we prospect for new business?. To grow your income at a faster pace than your station is growing rates. Smart Prospecting.

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Prospecting

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  1. Prospecting The First Step In a Successful Selling System

  2. Why do we prospect for new business? To replace lost business 20-35% Annual Attrition

  3. Why do we prospect for new business? To grow your income at a faster pace than your station is growing rates.

  4. Smart Prospecting Profile your station’s listeners Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience

  5. Smart Prospecting Make a list of businesses whose customer profile matches up well with your station’s audience profile

  6. Matching Listeners to Prospects Common Sense Local Qualitative Research MRI Gold Digger Reports

  7. Prospect Evaluation • Customer station match • Advertiser frequency • Monthly ad spending • Gross Monthly sales • Co-op/vendor support • Industry growth potential • Local market competition • Local access to decision maker

  8. New Dollars From Existing Accounts Ad-to-Sales Ratio Increase Spending

  9. Looking In All the RIGHT Places

  10. Looking In All the RIGHT Places • Phone Book Forget the stigma…it is still a great source of prospecting information, as long as you know who you’re looking for…and why. Do not overlook the importance of the white pages.

  11. Looking In All the RIGHT Places • Phone Book • Referrals Probably the most underused source of great leads. End every selling encounter with a referral question. Then follow up!

  12. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings Building directories will yield unexpected dividends…but only if you read them. If you find a listing that looks promising, stop in, introduce yourself, explain why you are stopping by, and ask questions.

  13. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs Signs, signs, everywhere signs. Keep a notepad or a voice recorder handy to record the signs you see. Then follow up.

  14. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities Everyday as you drive, shop, listen to the radio, watch TV, and meet new people, you are exposed to possible new customers. See them? Wherever you shop, make it a point to introduce yourself to the manager and ask questions.

  15. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment Radio is a powerful recruitment tool. Recruitment decision-makers seldom think to use radio. More astounding, neither do many radio sales people. Every market has hundreds, if not thousands, of recruitment advertising prospects. Learn how radio works for recruitment advertising.

  16. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse All new businesses must be licensed to open for business. All new business licenses are on file at your local courthouse. These records are available to the public, and they are published in your local newspaper.

  17. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse • Trade Shows • Home Improvement • Consumer Electronics • Health and Medical • Outdoor Recreation • Women’s Lifestyle • Automotive

  18. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse • Trade Shows • Inactive Accounts Spend time going over the unassigned accounts on your station’s master account list. Ask fellow sales people if they have any accounts on their list that they no longer have the time or desire to service.

  19. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse • Trade Shows • Inactive Accounts • Newspaper • Display advertising • Classified advertising • Business section • Library micro film department • Advertisers are habitual • Tickler file • Work 90 days out

  20. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse • Trade Shows • Inactive Accounts • Newspaper • Groups • Civic organizations • Business organizations • Independent lead and networking groups • Professional associations

  21. Looking In All the RIGHT Places • Phone Book • Referrals • Office Buildings • Signs • Personal Activities • Employment • Courthouse • Trade Shows • Inactive Accounts • Newspaper • Groups

  22. Looking In All the RIGHT Places • P • R • O • S • P • E • C • T • I • N • G

  23. Summary • Replace lost business • Greater income growth • Target accounts with customers similar to your listeners • Qualify prospects • Pay attention to all sources of prospects

  24. Prospecting The First Step In a Successful Selling System

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