ForumsAdvertising, Sales and Marketing

Luckiest; the reason I do not care to speak with the sales representatives is two fold. First I am trying to learn what is "right" and don't want to waste their time. Second, since I don't know what is fair in the market place and "right" there is a serious lack of trust on my part towards the sales people. I've always been told to negotiate for these kinds of rates and purchases, but I don't know what to negotiate too.

That said I do have a relationship with a radio sales person that is ongoing. I did a barter arrangement years ago (I provide the office (radio station) coffee and they give me two good spots a day in return. We've been doing this almost 3 years now. This arrangement has worked in the past, but right now it does not seem to be doing very well. By that I use to have new customers come from the spots and lately I don't have as many.

In October this sales person and the station will come in with a "special" for January and February. I bought a $900 run for February last year which included 90 spots before Valentines day - the result was terrible. It seemed like a great deal, and the spots ran, but we got almost no "hits" or reply. I figured it was the message but don't know if I can swing that kind of run again this year without coming up with something different?

As a former media sales person I can offer some suggestions for you to consider that I hope will be helpful. If you will be using the media to promote your busines you must edcuate yourself on the basics of what the various mediums can do for you.

Many businesses allow the consumer to turn their product or service into nothing more than a commodity. When the consumer looks at your business the same as they look at your competition, you are a commodity and lowest price will win. You must differentiate yourself from the competition. This is where most businesses fail. What they say usually makes no difference in the mind of the consumer. Why should I spend my money with you instead of going anywhere else? Don't give me fluff. Give me something that really creates a difference in my mind.

We all go through a decision making process when making a buying decision. We are moved from unawareness of the product or service to an awareness. We then must continue along the process through gaining a comprehension about what the purchase can do for us on to a conviction that we will make that purchase from that busienss. The final act is action. This is the only stage you see as a business owner.

You must create reasons to do business with you so you are not a commodity in the mind of the consumer. Don't focus on "getting your name at" because as you can see, that's only the top of the buying process.

If the only time you see a media sales person is when they have a "package" to sell you, they are not interested in helpnig you grow your business. They are only focused on selling their advertising. Your budget and your marketing program should be personal and specific to your needs. The media person should be willing to work with you for a period of time to help you develop this program, even if they are not making any money from you. I worked with cleints for two years sometimes to gain their trust and earn their respect so they would know they could trust what I have to say.

Regarding the negotiation factor...do you invite each customer you have to negotiate for a better price? Ask to talk to other busienss owners who are advertising with that medium. Dont' be afraid to ask what rate they are paying and what type of a budget they are working with. If they don't want to tell you, they won't.

There are other things I can share if you would like. If you would like some ideas on which medium might work best for you, let me know. I'd be happy to disucss that further.

Jeff