Let's presume this is all about Local, the source of 85% of all Radio billing. Next, let's presume it's not about agency (transactional or avail) selling. We stay away from that because we have so little control over it. If the there's no "up" at the agency, there's no revenue for us.
We also presume Direct. To me, there are two conditions that make a purchase Direct. First, while it can come through an agency, it must be based on a one-on-one relationship with the client. Likewise, ratings should have little influence on the relationship. So that's where we start - Direct.
When starting a station web initiative I advise my stations to start by first selling to the largest clients already on the air. Start with an upgrade of a current schedule. Remember the old, "Increase your billing by 10% and we'll give you 50% more (usually 7P-6A) spots?" Same here.
A 10% increase of their current schedule is enough to get started. And that's the point, Get Started. You've begun the process. We ask the next clients for a 20% overage. Then in a couple months it's 50/50.
Many stations start with "Let's go get those Mom & Pops that we never get." I think that's nuts. I call it Tripping Over Dollars to Get to Dimes. Why spend time chasing down small dollars? Mathematically, a 15% overage of an existing sale from a large customer is higher revenue than a large Mom & Pop order.
Just get started. Get money on the books. Start a precedent of success. Then, in a remarkably short time, that billing will start to grow.
What do you think?
