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www.RAB.com

Prospecting: Tools for Building New Business. www.RAB.com. Why do we prospect for new business? To replace lost business 20-35% Annual Attrition. Why do we prospect for new business?. To grow your income at a faster pace than your station is growing rates. Smart Prospecting.

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www.RAB.com

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  1. Prospecting: Tools for Building New Business www.RAB.com

  2. Why do we prospect for new business? To replace lost business 20-35% Annual Attrition

  3. Why do we prospect for new business? To grow your income at a faster pace than your station is growing rates.

  4. Smart Prospecting Profile your station’s listeners Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience.

  5. Smart Prospecting Make a list of businesses whose customer profile matches up well with your station’s audience profile.

  6. Matching Listeners to Prospects Customer Match • Common Sense • Local Qualitative Research • MRI Gold Digger Reports

  7. Prospect Evaluation Customer station Match Advertiser frequency Monthly ad spending Gross monthly sales Co-op/vendor support Industry growth potential Local market competition Local access to decision maker

  8. Prospect Evaluation

  9. Existing Accounts Increase Spending Ad-to-Sales Ratio

  10. Looking in all the RIGHT places

  11. Looking in all the RIGHT places Phone Book Forget the stigma…it is still a great source of prospecting information, as long as you know who you’re looking for…and why. Do not overlook the importance of the white pages.

  12. Looking in all the RIGHT places Phone Book Referrals Probably the most underused source of great leads. End every selling encounter with a referral question. Then, follow up!

  13. Looking in all the RIGHT places Phone Book Referrals Office Buildings Building directories will yield unexpected dividends...but only if you read them. If you find a listing that looks promising, stop in, introduce yourself, explain why you are stopping by, and ask questions.

  14. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Signs, signs, everywhere signs. Keep a notepad or a voice recorder handy to record the things you see. Then, follow-up.

  15. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Everyday as you drive, shop, listen to the radio, watch TV, and meet new people, you are exposed to possible new customers. See them? Wherever you shop, make it a point to introduce yourself to the manager and ask questions.

  16. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Radio is a powerful recruitment tool. Recruitment decision-makers seldom think to use radio. More astounding, neither do many radio sales people. Every market has hundreds, if not thousands, of recruitment advertising prospects. Learn how radio works for recruitment advertising.

  17. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse All new businesses must be licensed to open for business. All new business licenses are on file at your local courthouse. These records are available to the public, and they are published in your local newspaper.

  18. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse Trade Shows Home Improvement Consumer Electronics Health and Medical Outdoor Recreation Women’s Lifestyle Automotive

  19. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse Trade Shows Inactive Accounts Spend time going over the unassigned accounts on your station’s master account list. Ask fellow sales people if they have any accounts on their list that they no longer have the time or desire to service.

  20. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse Trade Shows Inactive Accounts Newspaper Display advertising Classified advertising Business section Library micro film dept. Advertisers are habitual Tickler file Work 90 days out

  21. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse Trade Shows Inactive Accounts Newspaper Groups Civic organizations Business organizations Independent leads & networking groups Professional associations

  22. Looking in all the RIGHT places Phone Book Referrals Office Buildings Signs Personal Activities Employment Courthouse Trade Shows Inactive Accounts Newspaper Groups

  23. Looking in all the RIGHT places P R O S P E C T I N G

  24. SUMMARY Replace lost business Greater income growth Target accounts with customers similar to your listeners Quality prospects Pay attention to all sources of prospects

  25. Prospecting: Tools for Building New Business www.RAB.com

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