Do you want to attract more advertisers to your radio station, TV or newspaper company? Everyone wants new customers and being able to add new clients to your advertiser client list is the lifeblood of any successful broadcast or newspaper sales person.
One of the challengers however is to balance the time that you service your advertising clients and prospecting for new ones. Servicing your current clients is also the lifeblood of any successful direct media sales person, so how do you balance the two? It's only natural to only look after the clients you have managed to work really hard to get them and keep them and they are the one's that spend with you regularly. Guess what happens, you pick up the phone one morning and it's one of those clients, you say hello, but this time he sounds a little different, a bit nervous, it feels are little strange. He then says:
"Sorry but we want to shift some of our advertising to another media company"
This can have a devastating effect on your sales.
Here are 3 common mistakes broadcast and direct media sales people make when managing an advertiser client list and how to overcome them.
Mistake #1: Only working on current clients on your advertiser client list.
How to overcome it: While it is understandable that once you have regular clients spending with you on your media company you want to pay as much attention to them as possible. The real challenge is to manage your time effectively. I recommend you spend 50% of your time working directly with your active clients. Do the exercise track the time you spend with them? I would wager that it's close to 80%.
Mistake #2- Not enough prospecting.
How to overcome it: 25% of your time is prospecting for new clients. One of the best ways to get new clients is to ask your favorite ones if they would endorse you. Or is there a group of like-minded retailers or business owners you could do a presentation to on the benefits of working with you.
Mistake #3 - Too much time in the office
How to overcome it: 25% of your time is spent in the office doing those administration tasks. It's also a time to catch up and plan your day or weekly prospecting and service goals. The office is not your hiding place.
Working on improving these areas will help you overcome some of the shortfalls that many media sales people are experiencing every day when they go about their business.
There are always opportunities out there, but make sure you have a Plan B for when that client calls to say "I'm moving my advertising to another radio station, TV or newspaper company sorry about that"
Good selling.
Mike Brunel http://talkingmediasales.com
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