(video) RADIO SALESPERSON vs. CLIENT

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• RadioSalesGuy - Dave Warawa May 4, 2011, 7:26 pm

  I have actually said this to a client and added – “Do you think the other radio station is a good one?” Reply – Yes. “I agree – I personally know a lot of people over there and I feel they are good managers and staff and have a decent product on-air.” “All businesses set their pricing on supply and demand – while I can’t comment on their demand situation, I know ours justifies the rates we charge and can honestly tell you that if they thought they were worth more – they would ask for it.” Business owners are trained to ask for a deal – you should be trained to expect this and have your rebuttal ready.

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• halacious May 11, 2011, 8:10 am

  I don’t like to use the word, “honestly” in a rebuttal as it sounds forced and tends to be overused. It also conjures up the word, “lie” which is never a good thing. To me, a better approach would be to show the ratings of your listener base vs. the other station’s as a concrete measure of your per spot value vs. theirs. Unless of course that’s not a good thing or your ratings are very close to theirs. As for the argument “if they thought they were worth more they would ask for it” is also up in the air. It may just be that they’re being more aggressive, or have more spot breaks, which could be another point to make to your advantage: Station X takes more breaks and airs more spots – great for the station, but bad for you Mr. client as your spot gets lost among the masses. We take less breaks – and/or our spot breaks feature less commercials which helps your spot stand out.

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