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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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Presentation Transcript
prospecting

Prospecting

The First Step In a Successful Selling System

why do we prospect for new business
Why do we prospect for new business?

To replace lost business

20-35%

Annual Attrition

why do we prospect for new business1
Why do we prospect for new business?

To grow your income at a faster pace than your station is growing rates.

smart prospecting
Smart Prospecting

Profile your station’s listeners

Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience

smart prospecting1
Smart Prospecting

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

slide6

Matching Listeners to Prospects

Common

Sense

Local Qualitative Research

MRI Gold Digger Reports

prospect evaluation
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
slide9

New Dollars From Existing Accounts

Ad-to-Sales Ratio

Increase

Spending

looking in all the right places1
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.

looking in all the right places2
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!

looking in all the right places3
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.

looking in all the right places4
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.

looking in all the right places5
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.

looking in all the right places6
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.

looking in all the right places7
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.

looking in all the right places8
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
looking in all the right places9
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.

looking in all the right places10
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
looking in all the right places11
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
looking in all the right places12
Looking In All the RIGHT Places
  • Phone Book
  • Referrals
  • Office Buildings
  • Signs
  • Personal Activities
  • Employment
  • Courthouse
  • Trade Shows
  • Inactive Accounts
  • Newspaper
  • Groups
summary
Summary
  • Replace lost business
  • Greater income growth
  • Target accounts with customers similar to your listeners
  • Qualify prospects
  • Pay attention to all sources of prospects
prospecting1

Prospecting

The First Step In a Successful Selling System