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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To replace lost business
To grow your income at a faster pace than your station is growing rates.
Profile your station’s listeners
Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience
Make a list of businesses whose customer profile matches up well with your station’s audience profile
Local Qualitative Research
MRI Gold Digger Reports
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.
Probably the most underused source of great leads.
End every selling encounter with a referral question. Then follow up!
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.
Signs, signs, everywhere signs.
Keep a notepad or a voice recorder handy to record the signs you see. Then follow up.
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.
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.
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.
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.