SMART Situational Analysis
Your Letters Go Unanswered
In the RADIO SALES TRAINING, PROCESSES & METHODS section of SMART (“F”) is a guide entitled “The Selling Process Fundamentals.” This piece outlines a step-by-step approach to take to getting an appointment. When a phone call and business letters won‟t do it, you will need to put together a strategy of protracted invasion. It just may not be possible to get to someone until they have a clear idea of who you are and the benefit that having a relationship with you represents. That being so, fix on the perception that you want them to have, i.e., you are a marketing expert with special expertise in Radio Advertising who just may have points of view, research, ideas and proposals of value to the company. Once you know what you are selling, begin a series of mailings that will create that image. Ask your sales manager for the “Top 20 Marketing” program from the SALES MANAGEMENT TOOLS section of SMART. It will help you build a database of your best clients and your prospects. It will show you how to use a „chinese water torture‟ approach to direct marketing yourself into their consciousness. You know the adage, „the bigger they are, the harder they fall.‟ If you persevere when all others give up after a so called, „honest effort,‟ you will end up with an exclusive relationship with a client who can spend a fortune once they see Radio‟s true potential.
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