Radio Blog

This page contains blog articles on a range of topics of interest to professionals in radio sales, including everything from selling technique to the state of the industry. If you have an opinion on any issue regarding radio or would like to share some of your sales techniques with others, you can submit an article for the blog here (max 400 words, please).

You Asked For It

One of the simplest facts about selling is also one of the hardest to put into practice; that is, you get what you ask for. If this sounds a little too obvious, think about this; you only get what you ask for. In other words, if you don't ask for it, you won't get it. Perhaps it's because this seems so simple that it causes so many problems. You see, the vast majority of sales people, and this may include you, are simply not asking for what they want.

During your last sales call, did you ask the client to sign the contract and give you the money? I mean actually ask them to?

At any time this week have you decided against calling on someone because either someone told you or you told yourself that they "wouldn't buy"?

How many times in the last month have you asked a client for less money than you really wanted?

In general, do you think your airtime is worth more than you're getting for it?

If any of these statements apply to you, then you are not asking for what you want. Or, to put it another way, you're selling yourself short.

When I said asking for what you want is one of the simplest facts about selling, I meant that it wasn't complicated, not that it was easy. It isn't easy. Emotionally, it can be extremely exhausting. The times we sell ourselves short are all because of past disappointments. The weight of years of 'experience' has beaten us down. Finding the energy to rise up a notch and ask for that little extra can seem like a thankless task.

The truth, as usual, is a little different. What most of us commonly forget is that all those past disappointments only exist on our world. That client we're going to see this morning doesn't know about them. Those new appointments this week do not carry your baggage with them. Every new prospect is, in fact, a clean slate.

It is consistently surprising to realize how different other people's opinion of us is from the opinion we have of ourselves. The only way we ever get to see it is to do something that challenges that perception of ourselves (something that feels like it may not work?) and watch how different other people's reactions are.

Try it this week. Get a new prospect, put together a great proposal and then ask simply for what you want. Not what you think you can get; ask for what you want, and see what happens.

Your success may surprise you.

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