Brent Farris(pictured above) confirmed all of this when he said to me, “Over 30 years ago I discovered that I loved living in Northern California, so when I hit Sonoma County, I simply stopped moving.” Brent’s been #1 there ever since, and in fact, is so popular that I’m pretty sure that he could run for mayor of both Santa Rosa and Petaluma and win easily.
I too love Sonoma County, and because I work with Brent, I get to enjoy that lifestyle occasionally also. On another subject, over the years Brent has often said, “When George Johns starts talkin’ sales, I’ll know radio has come to an end.” Well, we may be nearing the end, my friend, because there’s sure a lot of it in Geo’s Media Blog this week.
POLITICAL & POLITICALLY INCORRECT
As murky as politics are to me as a centrist, I’m amazed at how crystal clear they appear to be to my liberal and conservative friends.
Then there’s the continuing problem of the 30 minutes the device misses every morning, and how about the fact that they can’t find anybody under 25 to participate in their research. Also, I can only wonder if the people wearing the PPM devices can hear all the radio stations that the device can?
As I look around, I don’t see much justice, so what the hell does the DOJ do?
Hey Winnipeg, do we tear up our Grey Cup tickets already? Oops, the Bombers just won one, I’ll put the ’em back in the drawer.
GEO’S SALES BLOG
As I have said many times, I love hanging out with salespeople; I just don’t like working with them.
Radio needs to get into product placement, and the only way it can do that is with endorsements. I’m not talking about live reads; I’m talking about endorsements from the station’s stars. What do you mean you got rid of the stars because they were too expensive. How much did that cost?
Speaking of endorsements, Nike became the biggest shoe company in the world with the help of their spokesperson Michael Jordan. The thing about though was the fact that Michael never mentioned Nike; he just wore the shoes!
The thing that excites the listeners are their wants, not their needs. If you give away anything it better be something that they really want; otherwise, they’ll just sell the prize to pay bills and never talk about it.
Salespeople can always sell the stuff they like, so you better sell the salespeople first.
The customer isn’t always right, but our job is never to let them know.
I remember when my counterpart, Dick Yancey offered his sales staff a 35% pay raise. All they had to do was work a half day on Saturdays. Nobody showed!
Most good salespeople are type A’s but the people who participate in rating surveys ain’t, so we have to discount their opinions.
Some of the best salespeople are women, and most of them I guess, just happen to be good looking.
The very best sales folks are not only smart and good-looking, but they’re also a pain in the ass.
Radio sales folks are fair weather listeners. You only hear that they liked the station when good ratings come out.
Do salespeople still try to claim that they pay our salaries?
Speaking of good-looking, successful sales ladies, how come they’ve yet to figured out how to pick up a tab?
I learned a long time ago that the salespeople don’t work for the station, they work for the client. We just pay them.
When I worked at Fairbanks, it was low biller out so every quarter we had a fun new sales person to torment.
When the sales folks at WRMF in Palm Beach would ask PD Russ Morley for a sales promotion, he’d throw them the rating book.
Selling radio never gets any easier, the more ratings we get, the more we want for them.
The sign over Jim Hilliard’s door read, “The purpose of this office is to bring good news to the sales department.”
I remember a salesperson who claimed that he couldn’t sell anything because the rates were too high so the GM asked him what rate he could sell? When the rep told him the GM said, “Ok you got it, that’s gonna be your exclusive rate. Just bring me everything you sell, and I’ll get it on the log for you.” The salesperson, of course, brought him nothing because as we all know the rate has little or nothing to do with it.
It’s easy to sell what can’t be purchased elsewhere.
During the bad times, the big just keep getting bigger.
I remember attending a sales meeting back in the day where the V/P of sales said, “Ok here’s how this month’s sales incentive works, the low biller will be going down on the top biller.” (boy we don’t play that rough in programming)
Speaking of sales, how cool is it to have Paul McCartney sell us his new album this way? Wow, talk about product placement.
Up above #Geo’sMediaBlog talks about #RadioSuperStars, #PPM, and the #LifeLiners talk about radio sales. A lot more about everything else is @ GeorgeJohns.com. On Twitter@GeoOfTheRadio. Sharing and commenting is appreciated.