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HOW NOT TO BEGIN A RADIO ADVERTISING SALES CALL

how to sell radio advertisingRecently I spoke with a dentist who had called a local radio station to talk about advertising with them.

When the account executive showed up at the dentist’s office, the A.E.’s first question was:

“How much were you thinking of investing?”

(Sigh.)

Are you embarrassed? I sure am.

What I Want My Doctor To Ask

“So, what seems to be the problem, Dan?”

What I DON’T Want My Doctor To Ask

“So, how much money were you thinking of spending here today?”

In this particular case — with the prospect having initiated the contact with the  station —the radio salesperson’s first question should have been:

“What is it you want to accomplish?”

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  • Rod Schwartz November 21, 2013, 6:04 pm