Author: TALKERS

By Kathy Carr
President
HCRN

2023 is here and those of us in radio sales have our work cut out for us.  Hope the following tips are helpful to you.

1. Celebrate your client’s joyous moments and victories. It could be the birth of a grandchild, birthday or company expansion. Take time to buy a baby gift, send flowers or even just a card. One in the mail is better, but an electronic message can do the trick as well. I prefer the ones sent via snail mail, because they are always opened. It shows that you made an effort. Back in my early 20s, a colleague pulled out a tattered calendar and asked me if I knew what it was. Of course, I didn’t. She told me this was where she kept her list of clients’ birthdays. I don’t remember her name, but I do remember the tip.

2. Grow your existing client base. One of our top clients for 2023 was one of our more modest buys in 2022. Take the time to listen to everyone and find out what is working (and what isn’t). Then try to match their needs with what you have to offer. Make that difficult trip to visit them in person. You can have a great phone relationship, but there is still nothing like face-to-face. It forever changes the relationship. Zoom is not the same as in-person, obviously. If your customers seem unwilling to meet, suggest lunch. It will be well worth it.

3. Don’t take your long-term clients for granted. Our longest-running advertiser has been with us for more than 25 years. Keep the copy fresh and suggest new marketing ideas.  Those bedrock clients are your greatest strength. Without them, you cannot succeed. As in a marriage, don’t stop trying.  Let them know you value them and care. Call them once a month and not just when the invoice is past due. Email them an article about their business. Wish them a Happy New Year. It’s not too late. Even if it is just a text.

4. Network with your friends. One of our top clients came from a random phone call from a friend. It wasn’t even about advertising. He was asking for a favor about something totally different. When he began talking about the person who wanted a favor and was telling me about his business, I instantly realized that this company would be a great advertiser for the network. The client has been with us for years now and as a result of that one simple call advertises on radio throughout the country. You don’t know who knows who. Listen to your friends. Your next big client could be right in front of you.

5. My last tip may be controversial but is critical if you truly want to make 2023 your best year ever. I don’t believe in the old saying, “The customer is always right.” We’ve all known clients that are verbally abusive, liars and just an overall pain-in-the-you-know-what. There comes a point when if you are spending hours daily kowtowing to just one client, you have to consider the time it is taking away from new business, other customers and also your own personal mental health. If someone in any part of your life is sucking the living energy out of you, you need to move on, or you will remain stagnant and 2023 won’t be your best year ever.

Whatever else you do in 2023, remember to work hard, have fun and of course never give up. Happy 2023!

Kathy Carr is president of HCRN which distributes the Howie Carr Show and Grace Curley Show. She can be reached at Kathycarr@Howiecarrshow.com

 
By Steve Lapa
President
Lapcom Communications Corp.

The calendar has officially changed. Hopefully your checks will start saying 2023 and it’s time to dig in and get back to work. Wait, does anyone still write checks? For sure your Q1 plan is complete and ready for action.

Let’s look at the first two major events in Q1, as each represents sales opportunities for virtually every radio format.

The Super Bowl is in five weeks. You don’t need to be selling sports talk radio or the gameday play-by-play to capitalize on the most-viewed sporting event in the media. The audience numbers connected to this event are now legendary. Nearly 1 billion viewers watched the 10 highest-rated TV broadcasts of the Super Bowl. As we sell the value and results of radio/audio, the TV numbers simply support the social impact of the event. Whether your radio station will broadcast the game or not, there is a sales opportunity for the seller pitching the right package to the right advertiser. This year the competition for local ad dollars will be heightened as we deal with inflation, recession, and lingering supply chain issues. The traditional “bars and cars,” big screen TV sales and even gameday gear-up may all be impacted at the local advertiser level. Sharpen your pencil and package creatively with all assets on board.

Valentine’s Day in six weeks. We are projected to spend nearly $ 24 billion on Valentine’s Day – or about $175 per person. That puts Valentine’s Day neck-and-neck with Mother’s Day. So, wining and dining, flowers, jewelry, spa day, greeting cards, gift certificates, it’s all part of this great tradition that has defined February for nearly 1,600 years. Yes, you can go back to the Romans for the first celebration. For sure the Romans had a way to promote the Valentine’s Day festivals that spread the word far and wide leading to the traditions we have today. The sales opportunity connected to Valentine’s Day is a simple four step process:

1. Cover the traditional categories.
2. Open your thinking to new opportunities.
3. Be ready to respond to “We sell out, anyway.”
4. Full asset packaging.

Getting back in the saddle and regaining your sales rhythm may take a few cranks of the engine. But like riding a bike, the muscle memory kicks in and before you know it, you’re coasting again. Happy Selling!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com