Do’s and Don’ts

Two checklists follow. The Do list contains some suggestions conducive to a positive sales experience, while the Don’t list contains things that will have a negative or counterproductive effect.

Do:

·         Research an advertiser. Be prepared. Know all you can. Have a relevant plan in mind.

·         Be enthusiastic. Think positive.

·         Display confidence. Believe in yourself and your product.

·         Smile. Exude friendliness, warmth, and sincerity. Be human and accessible.

·         Listen. Be polite, empathetic, and interested.

·         Tell of the station’s successes. Provide testimonial material.

·         Think creatively. Look for the novel approach.

·         Know your competition.

·         Maintain integrity and poise.

·         Look your best. Check your appearance.

·         Be objective and retain proper perspective.

·         Present to the Decision-maker.

·         Be courteous to everyone you encounter.

·         Service after the sale.

Don’t:

·         Present without a plan.

·         Criticise or demean the client’s previous advertising efforts.

·         Argue with the client.

·         Talk cost up front.

·         Bad-mouth the competition.

·         Talk too much.

·         Brag or be overly aggressive. Avoid the ‘me’ word.

·         Lie, exaggerate, or make unrealistic promises.

·         Smoke or chew gum in front of the client.

·         Procrastinate or put things off.

·         Be intimidated or kept waiting an unreasonable amount of time.

·         Make a presentation unless you have the client’s full attention.

·         Use industry jargon.

·         Ask for too little. Never undersell a client.

·         Oversella client. Don’t keep selling after the client is sold.

·         Fail to follow up.

·         Accept no as final.

Sell without regret.

Michael Tate: Sales Director International – NRS Media 

Michael has a vast knowledge of effective media use, advertising and advertising sales management built over the last 25 years working with some of the world’s largest TV and radio groups.

He is a highly sought after key-note speaker and advertising sales trainer at major industry bodies like the Radio Advertising Bureau, the Texas Broadcasters Association, and the Oregon Association of Broadcasters. Tate has successfully worked with advertising sales managers, their staff and clients in 12 countries including the USA, UK, Canada, Ireland, Norway, Malaysia, Taiwan, Hong Kong, Philippines and Australia.