Phillip Chambers

Radio Business

As one of my favorite comedian's of all time, Jerry Clower, would say, "I backed into the Christian Radio Business." I actually have my degree in Marketing from Austin Peay State University and that was part of my job at F&M Bank in Clarksville before I got into radio. And as always..I firmly believe it was part of God's divine plan for me to do just that.

You see, I've been told by my clients that I do things really different from other radio salespeople. Typically, we salespeople focus on our station, our latest and greatest package, and somehow we believe miraculously that it will meet our clients needs and get them results. But here's how I approach things..its all about the client. First, I usually qualify the client before I go see them. Either we have a similar client on another Grace Broadcasting Station somewhere and I don't have a client like that at this station..or maybe I've got a good idea for a spot that I'm going to pitch...or maybe I saw this business advertising somewhere else...or maybe I went Dove hunting this past weekend with the owner's son and he asked me to call them. No matter what..I always walk in with some kind of connection. I then try to do as much research about the client before I ever walk into the door. Who's the owner...do they handle the advertising..are they Christian..do they have something that makes them unique from my perspective.etc.

Next.I drop by for a visit. I NEVER MAKE AN APPOINTMENT for a first visit. I just drop by empty handed..just me..no packages, no media kits...nothing but me. I drop by and ask if I can visit with the owner/decision maker. 90% of the time, they'll visit with me then. Sometimes, I have to make an appointment to come back and that's fine..we must always be respectful of other people's time. I introduce myself to the owner and immediately make the connection, "Over the last several years, we've been fortunate to serve McCoy's Heating and Air in Jackson on 3 of our stations down there. David McCoy has been really pleased with the work we've done for him....and that's why I came to see you today. I don't have a Heating and Air place on the air with me in this market and I'm looking for that person we can get strong results for here like we did McCoy's Heating and Air in Jackson." Then, I start asking questions...what kind of advertising are you doing now..are you pleased with it...what makes you different from your competition. I get lots of my questions of the Radio Advertising Bureau's Client Needs Analysis(http://www.rab.com). If you're not a member of the RAB, it will be the best money you ever invest in your business..I've made thousands off the RAB and if you use it like I do, it will do the same for you.

Finally, I ask their permission to bring them a no obligation spec spot and proposal so they can see and hear for themselves the top quality work that we do. I NEVER PITCH A SCHEDULE ON THE FIRST VISIT..I simply ask them for their permission to show them our work. If they don't agree to this, then they weren't going to buy from you anyway. If they do.there's a really good
chance you'll do business. I make an appointment for when I'll be back and that's it!!

Now I know what you're saying, "Phillip, we don't have 11 stations like you guys.I've just got one. How am I supposed to know what industries work good on Christian Radio Stations in other markets?" Easy..just ask me. Send me an email and I'll be glad to share with you what industries work well at Grace Broadcasting and I'll ask you to do the same and let me know what
industries work well for you. I always learn something from everybody I talk to. I'll be glad to share them for all of us to use in future columns.

Next month, we'll talk about what's next: How to write an award winning commercial and proposal..its a lot easier than you think!!

Hope to see you at National Quartet Convention. I'll be there Sunday, Monday, and Tuesday.

Phillip Chambers is Part Owner of Grace Broadcasting and Director of Sales for Grace Broadcasting East. They own and operate 11 Christian Radio Stations in Middle and West Tennessee. Phillip and his wife Erin have 2 children, Caroline and Abigail.