RAB Radio Training AcademyRAB Radio Training Academy

ProspectingThe First Step In a

Successful Selling System

RAB Radio Training Academy

To replace lost business

Why do we prospect for new business?

20-35%Annual Attrition

RAB Radio Training Academy

To grow your income at a faster pace

than your station is growing rates.

Why do we prospect for new business?

RAB Radio Training Academy

Profile your station’s listeners

Use consumer research and qualitative data to analyze the consumer habits and preferences of your audience

Smart Prospecting

RAB Radio Training Academy

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

Smart Prospecting

Common Sense

Local Qualitative Research

MRI Gold Digger Reports

Matching Listeners to Prospects

RAB Radio Training Academy

• 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

Prospect Evaluation

Increase Spending

Ad-to-Sales Ratio

New Dollars From Existing Accounts

RAB Radio Training Academy

Looking In All the RIGHT Places

RAB Radio Training Academy

• Phone BookLooking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals

Looking In All the RIGHT Places

Probably the most underused source of great leads.

End every selling encounter with a referral question. Then follow up!

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings

Looking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs

Looking In All the RIGHT Places

Signs, signs, everywhere signs.

Keep a notepad or a voice recorder handy to record the signs you see. Then follow up.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities

Looking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment

Looking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse

Looking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows

Looking In All the RIGHT Places

• Home Improvement

• Consumer Electronics

• Health and Medical

• Outdoor Recreation

• Women’s Lifestyle• Automotive

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts

Looking In All the RIGHT Places

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.

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper

Looking In All the RIGHT Places

• Display advertising• Classified

advertising• Business section• Library micro film

department• Advertisers are

habitual• Tickler file• Work 90 days out

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper• Groups

Looking In All the RIGHT Places

• Civic organizations

• Business organizations

• Independent lead and networking groups

• Professional associations

RAB Radio Training Academy

• Phone Book• Referrals• Office Buildings• Signs• Personal Activities• Employment• Courthouse• Trade Shows• Inactive Accounts• Newspaper• Groups

Looking In All the RIGHT Places

RAB Radio Training Academy

• P• R• O• S• P• E• C• T• I• N• G

Looking In All the RIGHT Places

RAB Radio Training Academy

Summary• Replace lost business• Greater income growth• Target accounts with customers

similar to your listeners• Qualify prospects• Pay attention to all sources of

prospects

RAB Radio Training AcademyRAB Radio Training Academy

ProspectingThe First Step In a Successful Selling System