The daily ritual of a radio sales executive and radio sales manager always (or should always) include prospecting. An article I found at about.com touches on some prospecting myths I thought you may want to review.

Myth #1: Prospecting is sales.

This is the number one mistake made by sales reps. Prospecting is a separate function from sales. Just as marketing is distinct from sales but closely linked. Prospecting is simply discarding all the unqualified leads and retaining the “gold”. The job of prospecting is to find qualified leads that may buy your product. Only after this process is complete, should the selling begin.

Myth #2: Prospecting is a numbers game.

The old school of prospecting for business relies on contacting large numbers of cold contacts. However, quality supersedes quantity. You must find prospects that have a propensity and possible motive to buy your product or services.

Myth #3: Scripts are for kids.

Many sales people insist on prospecting without any script. Scripting provides the framework of a successful prospecting campaign. It allows you to test what key benefits and qualifying questions work. The script must be personalized by the individual so the presentation does not sound “canned”.

Myth #4: Prospecting takes time.

Prospecting takes only a few minutes to determine if the lead wants your benefits and can afford your company’s product or service. Don’t waste time on people unmotivated or unable to buy. Remember to focus on the “gold”.

Myth #5: Close them on the appointment.

Far too many sales reps focus on setting the appointment. “Would Friday morning or afternoon, be better for you?” Next week only 20% of appointments show. What went wrong? Prospects will sometimes find it easier to agree to an appointment rather than saying they are not interested. If a prospect is remotely interested, then offer a much subtler approach…send them an information package. This allows you to build interest and turn the lead from warm to hot.

You can find more on prospecting and this article if you click here.

Thanks to all of you who have dropped an email giving us props for our ads (promoting our Radio Sales Machine: Supersales Website + eBlaster) that are running this month with the RAB and Radio Ink.

The package we chose with the RAB includes a rotating 190×190 banner on their home page at www.rab.com:

…as well as rotating 400×51 in their Radio Sales Today email newsletter:

With Radio Ink, we’re running a series of text based headlines ads that are sent to subscribers via email and also run at www.radioink.com. Here’s a screenshot:

…and here are the text headlines we’re running:

“Today We Closed a $42,000 Annual”

Sweet news from a market manager in Oshkosh. He closed another new piece of business (this one for $3500 a month) that his sales team didn’t even know existed. Learn How at www.salesimaging.com.

Sales Imaging’s New Radio Sales Machine

The new Radio Sales Machine: Supersales Website + eBlaster is now available on a market exclusive basis. Over 40 markets are already taken. Is your market available? Click here to find out: www.salesimaging.com

Don’t Read This if You’re Old School

Sales Imaging’s new Radio Sales Machine: Supersales Website + eBlaster is for modern managers that “get” the power of the internet and email marketing. Learn more at www.salesimaging.com.

Fire Your Worst Seller Today

You know the one. He hasn’t closed a new piece of business in ages. You never know where he is. How about a modern alternative that costs less and does more. Click Here to learn more: www.salesimaging.com.

It’s become common for us to use a client’s web address in their radio ads these days. But, if they have a vanity phone number, be sure to include it as well. Here is part of a post about vanity numbers and radio advertising I came across earlier today from dial800.com:

A 2007 study by Creative Broadcast Concepts (CBC) Inc., showed that vanity numbers are the way to go for businesses that want to increase their sales with radio advertising.

The study covered radio ads from two radio stations in the Chicago area over a two-week period. Half of the ads used toll-free numbers that weren’t vanity numbers and the other half aired ads with toll-free vanity numbers. The two radio stations rotated the ad spots evenly, and the study used electronic means to report and track the success of the two types of numbers. The ads were exactly alike except one mentioned a vanity number and the other mentioned a toll-free number.

The answers were clear. The ads mentioning vanity numbers attracted 58% more calls than the non-vanity toll-free numbers. Since the vast majority of advertising programs include radio spots, this study implies that most companies could increase their radio sales by using a vanity number.

If you have an iPhone or Blackberry, you can now view Radio Sales Blog’s mobile edition while you’re on the go.

August will be Cataract Awareness Month, Children’s Vision and Learning Month, Immunization Awareness Month, and National Inventors’ Month.

Psychic Week: Aug 4-8
Elvis Week: Aug 9-17
Aviation Week: Aug 17-23
Sister’s Day: Aug 3rd
Coast Guard Day: Aug 3rd
National Night Out: Aug 5th
Garage Sale Day: Aug 9th
Men’s Grooming Day: Aug 15th
Relaxation Day: Aug 15th
Homeless Animals Day: Aug 16th
National Aviation Day: Aug 19th
Kiss and Make-Up Day: Aug 25th
Women’s Equality Day: Aug 26th