Prospecting
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Transcript of Prospecting
RAB Radio Training AcademyRAB Radio Training Academy
ProspectingThe First Step In a
Successful Selling System
RAB Radio Training Academy
To replace lost business
Why do we prospect for new business?
20-35%Annual Attrition
RAB Radio Training Academy
To grow your income at a faster pace
than your station is growing rates.
Why do we prospect for new business?
RAB Radio Training Academy
Profile your station’s listeners
Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience
Smart Prospecting
RAB Radio Training Academy
Make a list of businesses whose customer profile matches up well with your station’s audience profile
Smart Prospecting
Common Sense
Local Qualitative Research
MRI Gold Digger Reports
Matching Listeners to Prospects
RAB Radio Training Academy
• 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
Prospect Evaluation
Increase Spending
Ad-to-Sales Ratio
New Dollars From Existing Accounts
RAB Radio Training Academy
Looking In All the RIGHT Places
RAB Radio Training Academy
• Phone BookLooking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals
Looking In All the RIGHT Places
Probably the most underused source of great leads.
End every selling encounter with a referral question. Then follow up!
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings
Looking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs
Looking In All the RIGHT Places
Signs, signs, everywhere signs.
Keep a notepad or a voice recorder handy to record the signs you see. Then follow up.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities
Looking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment
Looking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse
Looking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows
Looking In All the RIGHT Places
• Home Improvement
• Consumer Electronics
• Health and Medical
• Outdoor Recreation
• Women’s Lifestyle• Automotive
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts
Looking In All the RIGHT Places
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.
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper
Looking In All the RIGHT Places
• Display advertising• Classified
advertising• Business section• Library micro film
department• Advertisers are
habitual• Tickler file• Work 90 days out
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper• Groups
Looking In All the RIGHT Places
• Civic organizations
• Business organizations
• Independent lead and networking groups
• Professional associations
RAB Radio Training Academy
• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper• Groups
Looking In All the RIGHT Places
RAB Radio Training Academy
• P• R• O• S• P• E• C• T• I• N• G
Looking In All the RIGHT Places
RAB Radio Training Academy
Summary• Replace lost business• Greater income growth• Target accounts with customers
similar to your listeners• Qualify prospects• Pay attention to all sources of
prospects
RAB Radio Training AcademyRAB Radio Training Academy
ProspectingThe First Step In a Successful Selling System