Class 1: Your Role As A the 7 steps Marketing Consultant...advertising categories at . Just click on...

Class 1: Your Role As A Marketing Consultant John Potter, VP/Training, RAB

Radio Advertising Bureau, 2012. All Rights Reserved.

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Quick Read:

• Nobody likes pushy salespeople

• Set yourself apart by following

the 7 steps

• Ask questions

• Put the prospect’s interest

ahead of yours

Before beginning Class 1 online, write down words you often use to describe salespeople in general.



When you are ready, begin Class 1 online

Traditional Style of Selling:

• Open

• Pitch

• Close

• Overcome objections

• Close

• Deal with rejection

• Find another target

Consultant Style of Selling:

• Very different from traditional selling

• Not about you, all about the prospect

• Centered on solving client problems

• Positions you/you station as solution

• Establishes you as a professional partner



Additional Concepts

Perception is…

The Wall

The Basket

Benefits of using the Consultant Style of Selling:

Need help?

Have questions?

[email protected]

It’s not what you say!

“C” is for…

“R” is for…



When you have finished the lesson online, review your notes and click the “Quiz” button. The results of the quiz will be e-mailed to you and your manager will be copied.

John Patterson, Founder and President of The

National Cash Register Company, provided his

salespeople a sales script in 1887. This script with

accompanying instruction became known as The

NCR Primer. He is known as the father of

American Salesmanship.

“Selling is not manipulating; selling is harmonizing.”

“The first thing is to learn and know my man, his residence, business,

etc., and get his confidence then, I settle down, and will sell him the

register best adapted to his wants and business.”

“If the prospect understood the proposition, he would not have

to be sold; he would come to buy.” Suggested Reading:

Selling the Invisible: A Field Guide to Modern

Marketing by Harry Beckwith

High Performance Selling by Ken Greenwood

Class 2: Prospecting – Finding and Evaluating Prospects John Potter, VP/Training, RAB Page 1


Quick Read:

• Use a variety of sources to find

new prospects

• Qualify prospects for potential

return on your invested time

• Make prospecting a daily

activity

There are three most crucial activities for top performers:

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Prospecting is crucial:

• Attrition

• Increase income

When you are ready, begin Lesson 2 online



Smart Prospecting:

• Create a profile of your station

• Create a list of prospects whose

customers match your listeners

Prospect Evaluation

� Customer/Station Match

� Advertiser Frequency

� Monthly Ad Spending

� Gross Monthly Sales

� Co-op/Vendor Support

� Potential For Growth

� Local Market Competition

� Local Access To Decision-Maker

Remember to download the excel spreadsheet that is part of Class 2 online.

More work upfront means:

• More productive appointments

• Higher closing ratio

• Less frustration!



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Exercise: When the video stops, research your audience and develop a profile of your best listener. Write down their average age; are they mostly male or female; blue collar, white collar, not employed; own a home or rent … Use local qualitative research if you have any available at your station. Not sure? Ask your sales manager or another salesperson. You might talk with your program director and ask for a description of the station’s typical listener. Also look at national research available on your Radio format at www.rab.com. Start at the “Research” tab on the home page. Use extra paper for each additional station if you represent more than one. My station’s most typical listener is:



When you are finished, click the “Play” button and continue your online lesson.

Now list all the businesses whose customers would make a good match with your typical listener. Use more paper if needed. Do the same exercise for each of your stations if you have more than one. Need help? You’ll find information on 180 advertising categories at www.rab.com. Just click on the category in the “Find It Fast” drop-down box on the home page.

Need help? You’ll find information on 180 advertising categories at www.rab.com. Just click on the category in the “Find It Fast”

drop-down box on the home page.



Advertisers are habitual:

• Prospect in the newspapers from

nine to 10 months ago.

• These advertisers likely may

advertise similarly this year.

• You will be 60-90 days ahead of

their advertising … just in time

to reach them during their

planning and decision period.

Direct Mail:

• Work 60-90 days ahead.

• Use direct mail from last year that

you have kept in a tickler file.



More Tips:

• Network

• Join tips groups

• Review station’s inactive

account list

• Ask for referrals

Summary:

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Checklist of places to find prospects:

� Media � Phone book � Newspaper display ads

� Newspaper classified ads � Broadcast TV � Cable TV � Outdoor � Direct mail

� Internet � Other Radio stations

� Civic groups � Commercial bankers � Commercial real estate brokers

� Chamber of Commerce � Tips clubs � Trade shows � Networking � Trade publications

� Local business papers � Hotel banquet managers � Competitors of advertisers � Public notices � Driving around

� Your clients

When you have finished the lesson online, review your notes and click the “Quiz” button. The results of the quiz will be e-mailed to you and your manager will be copied.

Suggested Reading:

Prospecting Your Way To Sales by Bill Good Sales Prospecting For Dummies by Tom Hopkins

Class 3: Getting First Call Appointments Mark Levy, VP/Educational Services, RAB Page 1



Top billers tell us they usually use the telephone to set up appointments with prospects. Before calling a prospect for an appointment, do your homework:

• Know the decision maker’s name • Walk the store • Learn about the prospect’s industry

Pre-call letter:

• Who you are • Who you are with • What you do • Purpose and benefit • When you will call

Exercise: Write down what it was about this phone call that cost the salesperson from getting the appointment: __________________________________________ __________________________________________ __________________________________________ __________________________________________

Quick Read:

• Use the phone

• Prepare before calling

• Don’t get into a battle to

overcome objections

• Share benefits of meeting

with you



A few of the observations you may have made:

• The salesperson started so quickly she surprised the client and caused confusion.

• By saying she has an idea, the salesperson opened the door for the client to ask what it is.

• She was less than truthful when she said she said she was not trying to sell anything.

• She used Radio jargon rather than the client’s language and terms. • She was trying to pre-sell the client on her station rather than simply get

the appointment. • She presumed to have an answer before she knew the client’s needs.

When you are ready, resume Class 3 by clicking the “Play” button online.

A process to get more appointments Don’t say:

• “I have an idea.” • “What time is good for you?” • “Who handles the advertising?” • “I saw your ad in the newspaper.” • “Are you familiar with my station?”

Do:

• Get to the point • Make the call short

• Have a list of benefits of meeting with you



Exercise: Write down five benefits to a prospect for meeting with you personally:

1. ___________________________________________

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2. ___________________________________________

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The purpose of the call: GET THE APPOINTMENT! The process

Who you are: “Hello, my name is ______________________” Who you are with: “ I am a broadcast marketing specialist with ______” What you do: “I specialize in creating successful advertising programs for businesses here in ______________” Purpose of the call: “I am calling to arrange a time for us to meet to determine if I can be of benefit to you and your business.” Ask for the appointment: “Could we meet next Wednesday at 2:15?”

Option A: Acknowledge and divert

Acknowledge: “It sounds like you have some concerns about…” Encourage client to talk: “Tell me more about that.” Divert: “I look forward to hearing more about this.” Ask for the appointment: “How’s Wednesday at 2:15?”

Option B: Acknowledge and respond:

Acknowledge: “It sounds like you have some concerns about…” Encourage client to talk: “Tell me more…” Calm and disarm: “I can certainly understand your feelings.” Respond: “One of the benefits of meeting with me is…”



Ask for the appointment: “How’s Wednesday at 2:15?”

Exercise: What was it about this call that helped the salesperson secure the appointment? __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________



A few of the observations you may have made:

• The salesperson was clear and concise with her open. • She did not presume to have answers to the prospect’s needs. • She was focused on the prospect and the prospect’s business. • She used benefits to the prospect rather than features of her station. • She sounded professional, busy, and successful.

• She repeatedly asked for the appointment.

When you are ready, resume Class 3 by clicking the “Play” button online. If you are still unable to get the appointment:

• Don’t argue • Don’t start pitching or justifying your station

• Be courteous and respectful • Don’t ask for permission to call back • Seed • Try again

When you have finished the Class online, review your notes and click the “Quiz” button. The results of the quiz will be e-mailed to you and your manager will be copied.



“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t

know what you’re saying, and they can’t know what you’re saying if they don’t listen to

you, and they won’t listen to you if you’re not interesting, and you won’t be interesting

until you say things imaginatively and originally.”

~William Bernbach

“If you wish to win a man over to your ideas, first make him your friend.”

~ Abraham Lincoln

“Those that will not hear must be made to feel.”

~ German Proverb

Suggested Reading:

The Science of Influence by Kevin Hogan

Class 4: How To Conduct a Great Client Needs Analysis Brandeis Hall, VP/Alternative Revenue Development, RAB Page 1



The first-call appointment is best used as a time to determine the prospect’s needs. Too often during a first call, traditional-style salespeople:

� Show they don’t really care about the client � Use every opportunity to tell � Try to make a quick and easy sale

CNA video example notes: ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

Clients know if you are just trying to “pitch” them without regard for their needs. CNA video example notes: ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

Quick Read:

• Prepare questions before

going in

• Don’t try to sell

• This is a time to gather

information and build a

relationship



Do your homework:

� Learn about the client’s industry � Learn about the prospect’s market situation � Develop questions to ask

The best questions:

� Open-ended � Professional � Informed

Download sample questions by clicking on the link located in the online Class.

Areas of questions:

1. Company 2. Products/services 3. Customers 4. Competition 5. Objectives 6. Advertising 7. Wrap-up



Tips:

� Take your time � Start with non-threatening questions � Once they start talking, let them talk (don’t interrupt) � It’s not what you say, it’s what you ask � Ask a long list of questions, and ask deep questions (follow-up questions) � Use phrases like: “Tell me more …” � This is not about you or your station … it is all about the prospect � The goals of the call:

� Get information � Get the “wall” to come down

� Ask, don’t tell or sell � Memorize as many questions as possible � Refer to your notes as needed � Customize your questions � Take copious notes � Be enthusiastic about your ability to help




“It is better to know some of the questions than all of the answers.”

~ James Thurber

“In selling as in medicine, prescription before diagnosis is malpractice.”

~ Tony Alesandra

Suggested Reading:

Outsell Your Competition by Robin Fielder Spin Selling by Neil Rackham

Class 5: Elements of a Good Written Proposal Dave Casper, SVP/Services, RAB Page 1



How long is a good proposal? _____________________________________ Great proposals:

• Position you as a marketing partner • Focus on the client • Are more concerned about the client than the sale

Written proposals:

• Set you apart from competitors • Show you understand the client’s unique situation • Help you analyze problems/opportunities • Help you present clearly and logically

• Make closing easier The very best written proposals are:

1. Client-focused 2. Problem-solving 3. Research-based 4. Benefits-oriented

Quick Read:

• Focus on the prospect

• Consider all standard

components

• Adapt to the prospect’s style



The process:

• Conduct a detailed Client Needs Analysis (CNA) • Uncover problems and identify opportunities • Develop a logical marketing strategy • Compile supporting research

• Prepare the proposal Proposal components:

1. Advertising objectives 2. Competitive situation 3. Consumer research 4. Media analysis 5. Why Radio 6. Why your station 7. Creative strategy 8. Plan summary 9. Schedule and investment

Use the following sample proposal to follow along with the online class.

A Custom Radio Marketing Program for...

Acme Computers

Prepared Exclusively for: John Smith

Owner

Presented by: Jason Jones

Account Executive Phone: 972-753-6752

Date: April 1, 2010

Acme Computers

Advertising Objectives

On the following pages, we will review your competitive situation, explore the latest research, and examine a Radio marketing program that will accomplish your advertising objectives. Your primary advertising objectives include: Raise image of Acme Computers

• Wide selection

• Competitive prices

Help bring traffic to your store so you can sell more PCs and accessories

• Build everyday traffic

• Build monthly sale event traffic

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

Competitive Situation

An important goal in this marketing plan is to help you maximize the following competitive advantages while minimizing disadvantages: Competitive Advantages

• Locally owned

• Great selection of specialty accessories

• Best trained staff of any computer store in town

Competitive Disadvantages

• Lack of name recognition

• Image of being expensive

• Smaller advertising budgets

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

Industry and Consumer Research

The following research reviews the current market conditions for your business category, confirms the logic of your advertising objectives and establishes a research base for our specific recommendations:

Objective #1: Raise awareness of Acme Computers

• Of those adults 18+ who own a personal computer, 51.0% are women and

49.0% are men. Source: MRI, 2010

• Adults 18+ who own a personal computer, by age group: 18-24, 14.7%;

25-34, 20.4%; 35-44, 25.1%; 45-54, 19.5%; 55-64, 10.4%; 65+, 9.9%. -

Source: MRI, 2010

Objective #2: help bring traffic to your store so you can sell more PCs and accessories

• Primary factors influencing purchases of computer-related merchandise: Cost, 31%; referral by a friend, 25%; independent product reviews, 17%; brand recognition, 13%. Source: Greenfield Online, 2010

• A study by The Yankee Group predicts that the penetration rate of computers in U.S. households will reach 74.5% by 2013, equaling 84.2 million households. The Yankee Group calculates that PC household penetration was 67.6% in 2009. Source: eMarketer, 2010

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

Media Analysis The following media analysis outlines your current advertising approach, the strengths and weaknesses of each medium, and the new potential when combining your current media selections with Radio: Newspaper Advantages

• Visuals: The newspaper's combination of text and graphics, when used

effectively, can create visual appeal that reinforces the messages of its

advertising.

• In-Depth: Newspaper ads have the ability to communicate lengthy,

complex, or detailed information and descriptions.

Newspaper Disadvantages

• Decreasing Penetration: In most markets, circulation is less than 50

percent of all households. Source: Audit Bureau of Circulations

• Readers don't see ads: On average, only 42 percent of readers will recall

noting a full-page ad. Source: Starch Newspaper Ad Readership Study

Newspaper PLUS Radio

• Using Radio together with newspaper increases the reach of your

advertisement among light readers and younger consumers and adds

impact through message frequency. That means bigger and faster

results. Arbitron Reach and Frequency Reports, 2010

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

The Benefits of Advertising on Radio

The following research clearly shows that Radio is the best medium to help you achieve each of your advertising objectives: You will RAISE THE IMAGE OF ACME COMPUTERS when you advertise on Radio because...

• Each week, Radio reaches 93% of persons 12 and older. - Source:

RADAR (R) , 2009, (C) Copyright Arbitron

• Each week, Radio reaches 94% of adults 25 to 54 years old with

household incomes of $50,000 or more. - Source: RADAR (R) , 2009, (C)

Copyright Arbitron

• Radio is a personal medium. Only Radio creates a unique one-on-one

relationship with listeners that allows you to deliver your advertising

messages in an environment of comfort and trust.

You will HELP BRING TRAFFIC TO YOUR STORE TO SELL MORE PCS AND ACCESSORIES when you advertise on Radio because...

• Radio targets your best prospective customers.

• Radio generates frequency of the number of impressions against your

best prospective customers, calling them to action.

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

The Benefits of Advertising with WRAB

The following facts demonstrate that WRAB is the best choice to help you accomplish your advertising objectives: You will RAISE THE IMAGE OF ACME COMPUTERS when you advertise on WRAB because...

• WRAB reaches a large audience. Over 100,000 adults in your marketing

area tune into WRAB each week. Source: Arbitron, Fall, 2009

• WRAB has a large coverage area, reaching listeners throughout the 9

county metro area. Source: Arbitron, Fall, 2009

• WRAB’s award winning creative staff will write and produce your

advertising message to brand Acme Computers through story-telling and

sound.

You will HELP BRING TRAFFIC TO YOUR STORE SO YOU CAN SELL MORE PCS AND ACCESSORIES when you advertise on WRAB because...

• WRAB targets your best customers and prospects, the 18-49 year old

adult. Source: Arbitron, Fall, 2009

• WRAB reaches the right customers, those who are above average

computer owners and computer accessory owners. WRAB indexes at 126

among computer owners. Source: Scarborough, Fall, 2009

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

The Creative Strategy

Your custom Radio commercial will clearly communicate these important consumer benefits: Benefits your copy will communicate...

• You will find exactly what you are looking for at Acme Computers

• You will find the area's most knowledgeable sales staff

Supporting text to be included in your copy includes:

• Acme Computers has competitive prices The call to action is:

• Shop now

• Shop during the once a month event

The unique selling proposition is:

• Best product, best staff

Your commercial copy will be delivered in the following tone/manner:

• Straight-forward announcer with soft music in background

Your copy will close with:

• www.ACME.com

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

The Program Summary

Competitive Advantages The program will help your business maximize the following competitive advantages:

• Wide selection


• The best-trained staff

Competitive Disadvantages This program will help your business minimize the following competitive disadvantages:

• Lack of name recognition

• Image of being expensive

Creative The advertising copy will communicate these important points:

• Selection


• Knowledgeable staff

Demo The program will reach and motivate your target consumers:

• 25-49 Men

• 25-54 Adults

Objectives This comprehensive marketing program is designed to ensure that you:

• Raise the image of Acme Computers

• Increase traffic to your store so you can sell more PCs and accessories

WRAB • 1-800-232-3131 • www.RAB.com

Acme Computers

The Schedule and Investment

Impact Schedule We start your Radio campaign with an Optimum Effective Schedule (OES) four weeks in a row to get a quick start on increasing Acme Computer awareness

• 36 commercials per week

• 60 second commercials

• 4 consecutive weeks

Maintenance Schedule The maintenance schedule will keep Acme Computers' name top-of-mind with WRAB listeners by scheduling every other week the rest of the 52 week period

• 36 commercials per week

• 60 second commercials

• 24 weeks (every other week over 48 weeks)

Weather Sponsorship Acme Computers will receive an opening billboard and 10 second commercial of weather the forecast broadcast at 7:15 am, Monday through Friday

Remote Broadcasts

One Saturday per month for 12 months WRAB personalities will broadcast live from Acme Computers 9am-12noon during the monthly sales event Schedule Start Date End Date Description Daypart # of

Ads # of

Weeks Lengt

h Rate Total

7/1/2010 7/31/2010 Impact Schedule 6am-12mid

36 4 :60 $50.00 $7,200.00

8/6/2010 6/29/2011 Maintenance Campaign

6am-12mid

36 24 :60 $50.00 $43,200.00

7/1/2010 6/29/2011 Weather Sponsorship

7:15am 5 52 :10 $20.00 $5,200.00

7/1/2010 6/29/2011 Remote Broadcast 9am-12noon

6 12 :60 $60.00 $4,320.00

Schedule Total: $59,920.00 Monthly Average: $4993.33

WRAB • 1-800-232-3131 • www.RAB.com

Approval __________________________ Date ______



Summary notes: _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________ _______________________________________________________________


Remember to download Radio Sales Assistant, a software suite that includes Proposal Assistant, by clicking on the link located in the online class.

Class 6: The Difference Between Features and Benefits Mike Mahone Page 1


No matter what they may ask, what they are thinking is: “Why should I advertise on your Radio station?” You must be able to tell them by using benefit statements.


The difference between features and benefits:

• Feature o Attribute of your station from your point of view o Usually begins with “we” or “our”

• Benefit o Attribute of your station from the prospect’s point of view o Usually begins with “you” or “your”

Exercise 1: Write down five FEATURES of this hat. Keep it simple and tangible.

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Quick Read:

• Answer :“what’s in it for me?”

• Phrase proposals and

presentations in terms of the

client

• Save the station features to

support the benefits



Exercise 2: Write down the BENEFIT that relates to each of the FEATURES you have written above. Use the connector phrase: “… which means that you …”

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Exercise 3: Powerfully rephrase by leading with the BENEFIT and supporting with the FEATURE for each of what you have written above.

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Exercise 4: Write down five FEATURES of your Radio station. If you represent more than one station, choose one for this exercise. Keep it simple and straightforward.

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Exercise 5: Write down one BENEFIT for each of the FEATURES above. Use the connector phrase: “… which means that you …”

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Exercise 6: Powerfully rephrase by leading with the BENEFIT and supporting with your station’s FEATURE. ________________________________________________________

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Make sure you have proof available if features are questioned

• Coverage map

• Arbitron ratings • Qualitative research

The complete system

• Ask questions • Determine the need • Lead with the benefit • Support with the feature • Offer proof

Use the following pages to write the features, benefits, and rephrased powerful statements for each of your stations if you sell more than one. If you sell multiple stations, you will find it helpful to do the same exercises of features, benefits, and powerful statements for your cluster of stations. When you have finished the Class online, review your notes and click the “Quiz” button. The results of the quiz will be e-mailed to you and your manager will be copied.

“I don't know the rules of grammar. If you're trying to persuade people to do something,

or buy something, it seems to me you should use their language.”

~ David Ogilvy



Station: ______________ Features:

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Benefits:

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Rephrased statement:

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Station: ______________

Features:

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Benefits:

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Benefits:

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Class 7: Understanding Competitive Media John Potter, VP/Training, RAB Page 1



Radio’s share of all media revenue is about 8 percent. Direct Mail: The Up Side

• Targetability

• Reach • Maintenance • Tracking • Precision

Direct Mail: The Down Side

• Expensive • Low response rate • Limited attention • Doesn’t move new customers • Doesn’t build customer loyalty

• Consumer perception • Outdated mailing lists

Direct Mail Plus Radio

• Draw attention to the direct mail

• Reach new prospects • Radio lends receptive environment to message

Postage + Printing + Mailing List

Expensive! A stand-alone First Class Bulk direct mail piece is at least $450 Cost-Per-Thousand

Quick Read:

• You cannot be a consultant

until you know at least as much

about all media as the client

• Sound objective by offering

advantages as well as

disadvantages of competition



Newspaper: The Up Side

• History and heritage • Visual component (tangible)

• Mass audience • Variety of ad sizes • Details • Easy to track

Newspaper: The Down Side

• Low section/ad-noting scores • Decreasing market penetration • Not as targeted • Requires consumer action

• Ad clutter and separation • New competition



Newspaper Plus Radio

• Radio reaches light readers and younger customers • Radio reaches shoppers closest to purchase

• Radio creates awareness, interest, and desire • Newspaper gets credited for action • Ad size makes little impact on recall; reduce newspaper, add Radio

Remember to download your local newspaper’s Newspaper Performance Report (NPR). The top 50 markets’ newspapers are online. Click on the link that is part of the online lesson. If you are in a market smaller than the top 50, request your local newspaper’s NPR from RAB Member Response. Click on the link that is part of the online lesson or call 1-800-232-3131. NPRs are available for any newspaper that reports to the Audit Bureau of Circulations, approximately 2,200 newspapers in the U.S.



Broadcast TV: The Up Side

• Widespread reach

• High time spent viewing • A way of life • Mass exposure • Visual appeal • High agency interest

Broadcast TV: The Down Side

• Decreasing audience (67-41% in the last 15 years) • VCR/DVD/DVR use

• Audience fragmentation • Surfing • Relationship to income • Skyrocketing production costs

Broadcast TV Plus Radio

• Radio doubles your impact on upscale HH • Theater of the mind transfers the video image • Radio offers efficiency in schedules • Radio offers efficiency in production

Independents



Cable TV: The Up Side

• Growth: 68% penetration • Relatively inexpensive

• Targeting • Consumer acceptance • Better ratings in the summer, year round

Cable TV: The Down Side

• Relatively small audiences

• Limited reach: 68% penetration • Fragmentation • Ad clutter • Poor ad quality

Cable TV Plus Radio

• Radio increases reach • Radio offers promotions • Build frequency by combining the right

Radio programs with the right Cable TV programs

• Radio improves quality of creative cost-effectively



Outdoor: The Up Side

• Strategic placement • Attention grabbing

• Fairly low cost • 24-hour • Directional • New technology and more options

Outdoor: The Down Side

• Brevity • Limited availability • Lack of measurement • Low recall • Poor image

• Inflexible Outdoor Plus Radio

• Radio improves reach • Radio can add details to outdoor’s brief message

• Radio and outdoor together reach drivers



Yellow Pages: The Up Side

• Widespread (97% of HH)

• Usage (58% weekly) • Reference tool (50% undecided on company beforehand) • Targets customers

Yellow Pages: The Down Side

• Limited exposure (42% don’t use)

• Minimal consumer awareness • Ad clutter • Inconvenient • Inflexible • Too many books

• Interactive directories Yellow Pages Plus Radio

• Create demand • Make copy revisions • Influence buyers before they decide to buy

• Increase top-of-mind awareness • Draw attention to your Yellow Pages ad



How to out-sell your media competition

• Learn about competitive media

• Understand client’s media perceptions • Have empathy for client’s media thinking • “And at the same time, one of my concerns …” • Show dangers of putting $$ in on e media basket • Help client get comfortable reallocating $$

• Start small … grow big

Remember to download Media Facts, A Guide to Competitive Media that has more details on each medium. Click on the link within the online class.



When you have finished the Class online, review your notes and click the “Quiz” button. The results of the quiz will be e-mailed to you and your manager will be copied. Facts, figures, and quotes

Average network television commercial costs nearly $400,000 to produce according to the American Association of Advertising Agencies, 2005. The average Household in America spends nearly $50 per month on cable TV according to Nielson Media, 2005. “We've uncovered some embarrassing ancestors in the not-too-distant past. Some

horse thieves and some people killed on Saturday nights. One of my relatives,

unfortunately, was even in the newspaper business.”

~ Jimmy Carter

“Radio is the theater of the mind; television is the theater of the mindless.”

~ Steve Allen

Class 8: The Power of Radio Dave Casper, VP Internet Services, RAB Page 1


When you are ready, begin Class 8 online The Power of Radio

1. Reach 2. Frequency 3. Targetability 4. The power of sound

Radio’s reach is pervasive

RAB Sizzle Video

Radio is an industry on the move!

More information from the “Radio Heard Here”

Quick Read:

• Know the benefits of Radio

• Use the compelling statistics

about radio

More information from the “Radio Heard Here” campaign at www.radioheardhere.com



Radio On The Move

HD Radio Internet streaming Tet messaging Audio search Podcasting Tagging

• iTunes • “Buy From FM” on Zune

Mobile devices Radio Content

HD second channels Streaming channels

New formats

Blues All Comedy Dance Hits Southern Rock Latin Fusion World Music Classic Country Indie Rock Heavy Metal Contemporary Christian

… and lot’s more.

Radio Continues To Grow in Listenershipww.radioheardhere.com.

More information in RAB’s Radio Marketing Guide available from www.rab.com



Radio is the Ideal Companion

• � Working

• � Driving • � Cooking • � Jogging • � Almost anything!

“Radio Heard Here” Initiatives

Accessible technology Variety and diversity Building for the future Reigniting consumers

RAB resources are available at www.rab.com and www.radioheardhere.com




“You see, wire telegraph is a kind of a very, very long cat. You pull his tail in New York

and his head is meowing in Los Angeles. Do you understand this? And Radio operates

exactly the same way: you send signals here, they receive them there. The only difference

is that there is no cat.”

~ Albert Einstein

“The wireless music box has no imaginable commercial value. Who would pay for a

message sent to nobody in particular?”

~ David Sarnoff's associates in response to his urgings for

investment in the Radio in the 1920s

“Of all the dramatic media, Radio is the most visual.”

~ John Reeves

Class 9: Scheduling for Success Mark Levy, VP/Educational Services, RAB Page 1



Elements of scheduling

• Reach potential customers

• Frequency of three to create desire and cut through clutter

• Consistency to build awareness and move consumers into buying-cycle

Quick Read:

• Propose enough commercials to

assure success for your client

• Propose long-term schedules

• Concentrate force into a week,

day or daypart



Determining factors

• Client goals: branding or event?

• Media mix

• Number of stations on the buy

• Duplication of listenership of those stations

• Number of weeks Kinds of schedules

• Packages

• Events

• Annual – or – 52 weeks

• Custom campaigns

o Reach

o Frequency

o Own a daypart

o Own a day

o Fixed position



Added value

• Don’t let it detract from your schedule • Lead with items that support your proposed schedule • Save promotions, contest, remotes for negotiations

Scheduling suggestions

• Ask for enough to accomplish the advertising objectives • Ask for enough to meet client expectations • Sell long-term schedules • Make it visual • Write it out in your client’s language



Remember

• People buy on emotion and justify with logic • Convey confidence and excitement in your schedule • Be prepared to logically justify your schedule


Class 10: The Role of Creative Todd Carruth, Creative Services Director Page 1



Radio is the power of sound The 4 As of Good Copy

• Attention

• Awareness • Attitude • Action

Writing good copy

• Know the product • Know the target consumer

• Use imagination (theater of the mind) • Use real-life situations • Use emotion

Commercial styles

• Straightforward

• Music • Slide of life • Testimonial • Humor

Summary

1. Define the advertising objective 2. Define a commercial objective 3. Identify your target audience 4. State specific benefits to the customer 5. Make a specific offer 6. Issue a call to action 7. Support material 8. Closure

Quick Read:

• You are responsible for creative

• The role of creative is to get

results for advertisers

• Use the benefits of Radio: the

power of sound

Class 10: The Role of Creative Todd Carruth, Creative Services Director Page 2


Tips

• Listen for great commercials • Get ideas from www.rab.com • Get ideas from www.Radiomercuryawards.com • Empathize with target audience • Show benefits (“What’s in it for me?”)

• Have fun!


“But how shall I get ideas? ''Keep your wits open! Observe! Observe! Study! Study! But above

all, think! Think! And when a noble image is indelibly impressed upon the mind -- Act!”

~Orison Swett Marden

Suggested reading: The Copy Workshop Workbook by Bruce Bendinger

Class 11: The Best Presentations John Potter, VP/Training, RAB Page 1


“It isn’t enough to be understood. We must be incapable of being misunderstood!”

~ Unknown


The key ingredients to successful presentations

• Engagement

• Agreement Notes from Example #1, Engagement: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Notes from Example #2, Objectives and Agreement: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Quick Read:

• Collaborate with the client as

you present by engaging

• Secure agreements along the

way

• Ask for the order

See the Acme Proposal from Class 5 to follow along with the online role-plays.



Notes from Example #3, Competitive Situation: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Notes from Example #4, Industry and Consumer Research: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Notes from Example #5, Media Analysis: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________



Notes from Example #6, Benefits of Using Radio: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Notes from Example #7, Benefits of Using Our Station: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Notes from Example #8, Creative Strategy: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________



Notes from Example #9, Recommendation and Schedule: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Tips Engage the prospect by asking careful questions:

• Don’t ask Client Needs Analysis type questions as if you are conducting another CNA or the prospect will think you were not paying attention in your first meeting

• Don’t ask questions that could potentially have an answer that invalidates your upcoming recommendation

• Do ask questions for further clarification

Problems

• Are okay to bring up as long as we position them as what the client told us in the CNA the problems are … if we tell the client what we think the problems are it will not be well received

• Sound negative, but if clients don’t have problems, they don’t need us

Build confidence by eliminating hedge words:

Maybe I believe Might I think Could Possibly Should Probably



Exercise: Take the proposal for Acme Computers from Class 5, review it well enough to be able to present it, then present it in front of a mirror. When you are feeling comfortable, ask a sales manager or fellow salesperson to role-play with you, allowing you to present the proposal.


“In the modern world of business, it is useless to be a creative original thinker unless you

can also sell what you create. Management cannot be expected to recognize a good idea

unless it is presented to them by a good salesman.”

~ David M. Ogilvy

Suggested Reading:

Secrets of Power Negotiating by Roger Dawson

The Science of Influence by Kevin Hogan

Class 12: Addressing Objections and Closing Dave Casper, SVP/Services, RAB Page 1



Following every presentation we have two goals

• Get the order • Grow the relationship

Objections can be good -- they may show the prospect is interested Prospects voice objections when they

• Have concerns • Have questions • Need reassurance • Want the best deal

• Want the upper hand • Aren’t ready to commit • Aren’t sold

Quick Read:

• Don’t overcome objections,

address them

• Remain focused on the

prospect’s objectives



Closing can be difficult for the prospect

• Misunderstanding of something? • Afraid of making a mistake

• Resistance to change • Lack of trust or confidence

Closing can be difficult for the salesperson

• Misunderstanding of something? • Don’t understand the client’s unique situation

• Lack of confidence • Afraid of failure • Fear of rejection

When clients voice objections

• Remain calm

• Check your ego • Show respect • Uncover the real question or concern • Address -- don’t overcome -- objections

• Remember: The prospect is questioning your proposal, not rejecting you!



Example 1: Objections role-play Exercise 1: Where did this presentation and close go wrong?

________________________________________________________

________________________________________________________

________________________________________________________

________________________________________________________

Did the salesperson address or overcome the objections?

________________________________________________________

What was the reaction of the client as soon as the salesperson began to overcome the objection?

________________________________________________________

What is the true objection? Does the salesperson know what it is?

________________________________________________________

________________________________________________________




Example 2: Objections role-play Exercise 2: Where does this seller get it right?

________________________________________________________

________________________________________________________

________________________________________________________

________________________________________________________

Did the salesperson overcome the objections or first ask questions to clarify?

________________________________________________________

Once the objection was understood, what did the salesperson begin to do?

________________________________________________________

What was the client’s reaction to the salesperson asking for the order the second time?

________________________________________________________

________________________________________________________




The process the first time the client voices an objection Acknowledge: “It sounds like you have a concern about …” Clarify: “Tell me why you feel that way …” Ask Questions: “Let me make sure I understand your concerns …”

Encourage the prospect to talk (“Tell me more …”) The More the client talks, the lower the “wall” becomes

Calm and Disarm: “I can certainly understand why you might feel that way …” Review: “You’ll recall we’ve agreed that …” Review the key points of your proposal and benefits you bring to the table Ask for the order: “So if you’ll initial here, we can get started …” If a new objection is voiced following the process, repeat the process The process the SECOND time the client voices the same objection Acknowledge: “It sounds like you have a concern about …” Clarify: “Tell me why you feel that way …” Ask Questions: “Let me make sure I understand your concerns …”

Encourage the prospect to talk (“Tell me more …”) The More the client talks, the lower the “wall” becomes

Calm and Disarm: “I can certainly understand why you might feel that way …” Respond and reset expectations: Ask for the order: “So if you’ll initial here, we can get started …”




“You have not converted a man because you have silenced him.”

~ John Morely

Related Reading:

You Can Negotiate Anything by Herb Cohen

Class 13: More Sales Through Buyer Style Identification Mike Mahone Page 1


When you are ready, begin Class 13 online What’s needed for the client to say “yes”

• Trust • Respect

• Confidence Relationships are built on a combination

• Substance • Style

Style Dimension #1: Assertiveness Ask Tell Slower paced Faster paced Quieter More talkative Softer Louder Indirect Direct Non-aggressive More aggressive

Quick Read:

• Relationships are built by

matching style

• Be aware of your and your

client’s style

• Be flexible to adapt your style to

the client’s



Style Dimension #2: Responsiveness

Control

Emote

Less animated Focused on tasks Subdued Protective Comfortable with data

More animated Focused on people Outgoing Open Comfortable with stories & opinions

GREY GREEN

BLUE RED

CONTROL

EMOTE

ASK TELL



GREY

GREEN

Industrious

Persistent

Serious

Exacting

Orderly

Picky and critical

Want to be right

Slower, cautious decisions

Facts, principles, logic

Low risk tolerance

Show me

Quiet disposition

Disciplined use of time

Reject involvement

Strong willed

Independent

Practical

Decisive

Efficient

Tough

Pushy

Want to win

Want to be in charge

Fast, efficient, to the point

Focused on the present

Facts OK, but in small doses

Will take limited risks

Want options

Reject inaction



BLUE

RED

Supportive

Respectful

Willing

Dependable

Agreeable

Conforming

Unsure

Want acceptance

Slower to act

Share personal feelings

Like one-on-one

Want win-win relationships

Prefer what is known

“People” people

Reject conflict

Ambitious

Stimulating

Enthusiastic

Dramatic

Friendly

Egotistical

Undisciplined

Want recognition

Act quickly and instinctively

Focused on the future

Creative

Outgoing

Opinionated

Impulsive

Reject isolation



Avoidance Autocratic

Acquiesce Attack

CONTROL

EMOTE

ASK TELL



Exercise: Write down your operational style and the operational style of each of your top advertisers. How will you adapt your approach for each one of them? My style is _________________ Client Style How I will adapt __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________

CONTROL

EMOTE

ASK TELL



__________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________ __________________ ______ ________________________________



Necessary Ingredients

• Awareness • Flexibility


“What ever is the natural propensity of a person is hard to overcome. If a dog were made

a king, he would still gnaw at his shoes laces.”

~ Hitopadesa

Related Reading:

Social Style/Management Style by Robert

Bolton & Dorothy Grover Bolton

Customer Service For Dummies By Karen

Leland Bailey, Chapter 11

Class 14: Making Money With RAB Resources Dave Casper, SVP/Services, RAB Page 1



RAB Member Response is available 7 a.m.-6 p.m. (Central) every business day.

• E-mail: [email protected] • Toll-free: 1-800-232-3131

RAB Services Division mission:

• Save you time • Make you look good • Make you money

RAB Services Division

• Communications • Research • Creative

• Co-op/NTR • Education

Quick Read:

• RAB provides tools and services

to members

• Become familiar with them and

let them help make you money!

Class 14: Making Money With RAB Resources Dave Casper, SVP/Services, RAB Page 2


Exercise: after watching the online class, go to www.rab.com and explore each of the tabs on the home page. The RAB website is the largest media website in the world. Take your time. It can easily take you two hours or more to explore all the online resources available. Notes:


You will find an online demonstration of RAB’s tools and services at www.rab.com

Class 15: The Fundamentals of Co-op Advertising Brandeis Hall, VP/Training, RAB Page 1



Local retailers advertise Manufacturer reimburses retailer Co-op benefits

• Lucrative source of new revenue • Stretches a retailer’s budget • Local retailers can tie into national manufacturer’s programs • Rarely price- or ratings-driven

Quick Read:

• Create or increase ad budgets

by incorporating co-op

• Start with the retailer or the

manufacturer

• Make sure all details are

covered



Retail-driven co-op

• Start with retailer • Single retailer • One or more vendors

Manufacturer-driven co-op

• Start with manufacturer • Single manufacturer • One or more retailers

Search 5,000 co-op plans at www.rab.com

• Brand • Category • Expiration date



Accrual – Co-op money earned by a retailer as a percentage of purchases from manufacturer Allowance – Percentage of advertising manufacturer agrees to reimburse retailer Getting started

• Talk to retailer • Ask for the amount of purchases


Suggested reading: Co-op Advertising: The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors by Bob Houk

Class 16: How To Find Alternative Revenue Brandeis Hall, VP/Training, RAB Page 1



Kinds of NTR

• Event-related

• Cause-related

• Internet

• In-store o Mass merchandiser o Convenience o Supermarket

• Sports marketing

• Recruitment o Job fair

• Expos o Bridal o Baby o Travel

• Sampling/couponing

• Consumer sweepstakes

Quick Read:

• Promotional budgets are larger

than advertising budgets

• Create non-traditional

campaigns to tap these funds

• You might or might not

incorporate spots

Co-op

• Previous purchases • Structured

• Ad based • Corporate contact

NTR

• Future purchases • Not structured

• Promo based • Local contact



NTR campaigns are NOT funded from an ADVERTISING budget NTR campaigns DO come from these budgets:

� Sales � Branding � Multi-cultural � Promotional � Public relations � Human resources � Others

Retail-driven NTR

� Start with retailer � Ask manufacturer to fund the promotion � Retailer agrees to buy more product from the manufacturer � Manufacturer agrees to pay for the promotion

Manufacturer-driven NTR

� Start with manufacturer � Retailers are asked to buy more product and participate � Manufacturer agrees to pay for the promotion



Use retailers’ terms rather than Radio jargon when calling on retailers. It is important to speak their language, not ours.


“So long as new ideas are created, sales will continue to reach new highs.”

~ Dorothea Brande

“Go out and buy yourself a five-cent pencil and a ten-cent notebook and begin to write

down some million-dollar ideas for yourself.”

~ Bob Grinde

“But how shall I get ideas? ''Keep your wits open! Observe! Observe! Study! Study!

But above all, think! Think! And when a noble image is indelibly impressed upon the

mind -- Act!”

~Orison Swett Marden

Suggested reading:

Brandweek Magazine

How To Be Successful at Sponsorship Sales by

Sylvia Allen and C. Scott Amann

Remember to download the Marketing, Merchandising & Retailing Terms by clicking on the link located in the online class. It is also available at www.rab.com.

Class 17: Goal Setting and Time Management John Potter, VP/Training, RAB Page 1



Two kinds of goals

� Qualitative � Quantitative

Components of a goal (SMACT)

� Specific � Measurable � Achievable � Compatible � Time-bound

How much money do you want to make?

Quick Read:

• Set your goals in writing

• Determine your tasks to

accomplish the goals

• Prioritize the tasks

• Execute the tasks

The Income & Ask For Calculator is a tab on the Excel spreadsheet that was downloaded as a part of Class 1 online. Or, you may download again from the link in Class 17 online.



Typical daily activities can distract form the most important:

1. Ask for money 2. Prospect 3. Client service

11 time management tips

1. Keep only one calendar

2. Group appointments around same geographical area

3. Solve little problems before they become big problems

4. Always have work with you

5. Stick to your plan

6. Do not make a production out of routine tasks

7. When planning tasks plan the amount of time needed for them … tasks

expand to fit the time allotted!

8. Manage information and stay organized

9. Avoid procrastination

10. Break big projects into small pieces

11. Prioritize daily

ABC system

A = has to be done today B= has to be done C = would like to do



When sales are made

A winning schedule

6:30 AM Education/self-improvement 7:30 AM Paperwork, e-mail, calls 8:30 AM Face-to-face selling time 4:00 PM Pick up scripts, traffic, etc. 4:30 PM Phone calls, paperwork, follow-up 5:00 PM Write proposals, review, plan

Top performers

� Work more than an eight-hour day � Exercise to deal with stress and to stay healthy � Read/learn daily (life-long learners) � Have a plan that leaves them time and money to enjoy leisure activities

Source: Walter Hailey

7AM - 1PM

70%

1PM - 4PM

20%

After 4PM

10%




“Do you love life? Then do not squander time, for that’s the stuff life is made of.”

~ Benjamin Franklin

“Do or do not. There is no try.”

~ Yoda

“A goal without a plan is just a wish.”

~ Antoine de Saint-Exupery

“In the absence of clearly defined goals, we become strangely loyal to performing daily

trivia until ultimately we become enslaved by it. “

~ Robert Heinlein

Suggested Reading:

The 7 Habits of Highly Effective People by Stephen Covey

Class 1: Your Role As A the 7 steps Marketing Consultant...advertising categories at . Just click on...

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