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Successful Prospecting Is Truly Essential to Your End Result!

September 8, 2016

The heart and soul of the radio industry is sales. As a sales executive, one of your primary responsibilities is to bring in new business. To be successful in bringing in new business, you have to do your research and prospecting is where it all begins. The activity of prospecting is a way of researching what potential businesses are out there that would be a perfect fit for your station to target in order to reach the advertiser’s consumer base. Let’s face it – It’s hard to sell something if you don’t have a prospect to talk to.

So where do we begin? First, you must ask yourself two questions:

  1. Where is my next sale coming from?
  2. Is what I’m doing right now leading to that sale?

The simple rule for successful prospecting is to spend more time with better prospects. The best sales professionals have a solid plan in place to target key customers who not only have the greatest ability to purchase their products and services, but, who also closely match the profile of your station’s audience.

Here is a checklist that will allow you to focus your time and energy on better prospects:

  • Understand your station’s profile
  • Define your station’s specialty
  • Examine your current clients and why they buy
  • Describe your ideal customer in as much detail as possible
  • Analyze your competitors’ advantages and why their customers buy
  • Define how your station is unique
  • Make a list of client segments that benefit most from your station’s audience
  • Anticipate weaknesses your prospect may find with your product or service
  • Determine which industry types are not buying your product or service category that should be
  • Identify what your prospect must believe to buy from you
  • Evaluate your prospects’ good characteristics
  • Evaluate your prospects’ poor characteristics

This checklist is a great way to begin your search for your dream clients. So keep it handy and utilize it in your everyday routine until the guidance it provides becomes second nature to you. Your efforts in the end will prove to be SUCCESSFUL!

–Nicole Somerville, Sales Research Consultant

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