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New data from the National Retail Federation (NRF) forecasts holiday sales to reach $655.8 billion, an increase of 3.6% from last holiday season, with the year-over-year growth outpacing 2015 by 0.4%.
Non-store holiday sales, including online sales, direct-to-consumer, and kiosk numbers, are estimated to jump 7% to $112.35 billion this year.
The saying goes, “Imitation is the highest form of flattery,” which is why I’m stealing a page from my wife’s sales playbook. Over the past few years, she has turned one of the simplest resources into a proactive selling tool, yielding results.
Hopefully you were fortunate enough to attend the radio industry’s 2016 gathering in Nashville last week. My sense of the mood of the attendees was that people are challenging themselves and their teams to be looking for new ways to serve our dual clients – listeners and advertisers. The future has its challenges but will be bright for those that are the best at providing workable solutions for our client’s problems.
Radio always adapts to whatever it’s confronted with. July 1, 1941, television viewers saw their first 10-second advertisement; and RADIO adapted. In the late 1970s, walkmans (portable audio cassette/tape players) became the craze; and RADIO adapted. On October 23, 2001, the iPod was born (The iPod is a line of portable media players and multi-purpose pocket computers); and RADIO adapted. July 1, 2002, Sirius was officially launched; and RADIO adapted. And, I remember attending the NAB/RAB Orlando conference in 2013 when iTunes Radio launched on September 18, 2013. The launch of iTunes Radio was the talk of the conference that day and guess what; RADIO adapted.
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.
