(By Charlie Sislen) I’m a data-driven person, and I think the best way to win an argument or a negotiation is with the facts – whoever has the best facts wins. Having the facts isn’t the only part of negotiation, but it’s an important tool for winning. The one with the facts can often outsmart the one who lacks information and knowledge.
On a daily basis, Research Director, Inc. helps our clients influence the sales process using “facts” from Nielsen, Scarborough and other syndicated research. However, there are many other sources of data that can help a salesperson turn a loss or no-decision into a win. With radio and the entire U.S. economy emerging from COVID, these other sources of data are more important than ever.
BE AN INFORMATION PORK!
There is a plethora of resources to help you gain more knowledge and increase your billing. Below are some of the references that can help you.
Nielsen: Nielsen, and previously Arbitron, regularly publishes studies and hosts webinars. Most are designed to help radio station salespeople understand the positive aspects of our business and educate them on important trends in the broadcasting industry.
Westwood One: Pierre Bouvard and Westwood One often publish studies and articles that help position the radio in a positive way. Many show how adding radio to other advertising media can improve the effectiveness of an advertising campaign. You can get the data automatically delivered by subscribe to their blog. You can also sign up for their free weekly newsletter, which delivers a different case study to your email each week.
Research Director, Inc. Hot topics: Okay, it’s a bit of self-promotion, but Research Director, Inc. posts a new informative blog at least twice a month. Many of them discuss topics and studies that we believe can help radio grow.
Gather all the information that might be useful. You never know when that nugget you’ve learned will help dispel a potential advertiser’s misconception. Some of these misconceptions that your new information may correct may be related to:
- Your station
- Your listeners
It seems to take a long time, but there are shortcuts. Are you ready to spend the time reading and attending presentations? If so, be the resource manager for your sales team. Share what you learn with your team and help everyone grow. Everyone will benefit from the dividends.
There is a huge amount of valuable information that can help a seller close more deals. It’s up to you to take advantage of this by gathering this information and using it to increase your billing.
Charlie Sislen is a partner at Research Director, Inc. He can be reached at 410-956-0363 or by email at [email protected]. This essay is part of a series called “Growing the Radio Pie”. To view previous articles, visit The Ratings Experts at Research Director, Inc. online here.