Sales Training

This page is a database of articles and downloadable white papers on many different aspects of sales training. You can search for any particular topic (e.g. "cold-calling") by typing it into the search box above the list of contents to the right. If you use the productivity tools in Connect (Calendar, Contacts, Workshop, Dashboard) you can use your dashboard results to see which areas of selling you have the most weak spots and then come to this page to find training resources to help you improve.

The Key To Strong Prospecting

Your Advertisers:
Make it a habit to ask your clients and prospects for leads. "Do you know of anyone else who needs what my radio station can offer?"

Your Advertisers:
Ask your best advertisers for the names of the businesses and the contacts they buy from and supply to. Well why not?

Previous Prospects:
Re-qualify previously unqualified prospects. Never ever give up on potential unless the business dies or disappears. Everything changes all the time.

Previous Advertisers:
Continually seek to attract previous advertisers back; especially those that advertised once or twice with you and never came back. Who are they? What happened? How can you fix the problem? There is a solution to every challenge.

Listen to the Radio:
Everyone agrees that monitoring the competition is a good idea – yet it is rarely consistently done. Make time at least an hour each week – how about when you’re driving to work, driving home, or just driving.

Watch TV:
Especially late night TV, or Cable – advertisers using these Medias constitute great leads.

Under Your Nose:
Make a list of all the people you; your family, and friends do business with. All the retail stores, service businesses, and professional companies you can think of. Where do you eat, drink, get your car fixed and buy your cell phone from?

Good Citizens:
Who’s sponsoring the high school football, basketball, and athletics programs? Do they want to tell people that they’re good citizens?

Be a Good Citizen:
How much is it going to cost you to buy the local high school football team, basketball team, or athletics program a bunch of t-shirts and promote their games for free? You investment will come back to you ten-fold.

Other Salespeople (outside the radio station):
Get a business relationship with another salesperson and exchange business leads. Try insurance and finance agents, mortgage brokers, real estate brokers, employment agents, travel agents, and stationary suppliers – everyone wants more business.

Other Salespeople (inside the radio station):
Swap leads with your colleagues - sometimes a new face and fresh approach is all that is needed to get the business.

Open Your Eyes:
Walk through populated business areas and look at what’s painted on the windows – find who’s doing what and determine if their activities are working.

Employment Ads:
Find out who is hiring. When a business is employing people it’s being successful and therefore has money.

New Business Notices:
By law a new business has to advertise (in at least four newspapers) the fact that it is opening soon. In these notices you will find exact contact and address locations. Your City Hall can supply you with a list of the publications from which new businesses can choose when advertising their intention to do business. It’s the early bird that…

Trade Shows & Exhibitions:
Get a ticket and get inside - everyone at the show is a prospect. Perhaps even be an exhibitor and make it a landmark prospect event of your sales year.

Business Card in the Bucket:
Get a relationship with your favorite restaurant and ask them to place a bowl for ‘business card draw’ at their reception area. Offer an incentive to the restaurant to do this; have a draw every month for a business card owner to win something, and then prospect everyone in the bowl.

Stand-up & Be Heard:
Offer to speak at business organizations, professional groups, clubs, and associations for free. Speak about what you know best – but don’t try to sell at the event. Be professional use slides, handouts, and focus on best effect advertising (the best ways businesses should approach their advertising). Prospect all the attendees through the days to follow.

Digging for Gold:
Get on the web and research Business Associations, Chambers of Commerce, and downtown promotional business alliances in your area. The Yellow Pages, newsgroups, local online shopping malls, community sites, and local company web sites.

Seek out membership lists of civic and political organizations or from the clubs and associations where you or your friends and family belong. Locate local ISP’s and see who’s advertising with them, or create some kind of reciprocal relationship with them in order to get their business client list.

Go Shopping:
Look for local manufactures, distributors, and importers products on the shelves at the local supermarket. On the sides of the packaging you will find all the contact information you need. Importantly advertising people seem to overlook these prospects as good leads this makes the going much easier.

Join In:
Become an active member of your community and join business organizations, professional groups, clubs, and associations.

Get Freeplug Friday:
Make money and prospect all at the same time with ARIA’s Freeplug Friday, available from the free downloads page of our website at

“Knowing others is intelligence; knowing yourself is true wisdom. Mastering others is strength; mastering yourself is true power.”

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Sales Training