If you’re a radio advertising salesperson, never lower yourself to a discussion of “Cost Per Point.”<\/p>\n
If a buyer even mentions Cost Per Point, stop that person right there and say, “Whoa! Our station never sells on a Cost Per Point basis.”<\/em><\/p>\n Discuss only impact<\/strong>.<\/p>\n You’re not selling a commodity; you’re selling results. And if you can deliver greater results than the competition, “cost per point” disappears from the equation.<\/p>\n When buyers try to sucker you into a no-win “Cost Per Point” discussion, stop them cold:<\/p>\n “I’m sorry, but our clients have found that ‘Cost Per Point’ is not the best way to buy Radio. We don’t sell ‘radio by the pound.’<\/em><\/p>\n “If all you’re looking for is a station that will sell you a bunch of commercials at the absolute cheapest, bargain basement rates, there are some stations in this market that will gladly do so.<\/em><\/p>\n “If we choose to work together on your campaign, you won’t just be buying commercials on our station.<\/em><\/p>\n “You’ll be buying access to our audience, which just happens to fit your campaign’s target demographic perfectly.<\/em><\/p>\n “And even more importantly, you’ll be buying our expertise in marketing your product or service to our listeners.”<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" If you’re a radio advertising salesperson, never lower yourself to a discussion of “Cost Per Point.” If a buyer even mentions Cost Per Point, stop that person right there and say, “Whoa! Our station never sells on a Cost Per Point basis.” Discuss only impact. You’re not selling a commodity; you’re selling results. And if […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-12578","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n