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5 Prospecting Myths for Radio Sales
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.
One Response to “5 Prospecting Myths for Radio Sales”
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June 12th, 2008 at 11:11 am
Myth #5…Sending information will be a waste of time! Business owners don’t care about us they care about what is it for them. Only client focused information is valuable.