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SUPERSERVE the 20%

Norton E. Warner

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I’m sure you are familiar with the Pareto principle also known as the 80–20 rule or the law of the vital few, that states 80 percent of your revenue comes from 20 percent of your customers. The Warner Concepts training for Radio Advertising Professionals is designed to “superserve” the 20% of your local core customers who may provide 80% of your local sales income. It’s important that you identify all those accounts in this 20%. Once these accounts are identified you can focus on convincing each and every one of them on the power of radio to achieve their goals.

The goal of the Radio Advertising Professional webucation is to attract and keep all or a major share of every locally controlled budget in your market. These budgets make up the base budgets that are on the air on the first of every month.

The end result of the RAP training is to enable your sales team to convince every local advertiser that radio can do 100% of the advertising job to be done. Remember – belief equals budget. Your client’s belief in the power of radio to achieve his or her business goals equals your client’s budget or investment in your radio stations.

The first sale to be made is “selling” your radio sales reps on the power of radio advertising. The RAP online webucation will do this for you.

The second and most critical sale to be made is convincing advertisers of the power of radio to achieve 100% of their business and advertising goals.

The Radio Advertising Professional with credibility (the quality or power of inspiring belief) may be able to make this critical sale. For those who haven’t achieved personal credibility you may introduce the Marketing Bridge Club mini-seminars to your community of advertisers. In four mini-seminars, each less than an hour, you can create an advertiser’s understanding and belief in the power of radio. The time spent educating and advertiser will be saved a hundredfold in servicing the account and on “keeping the client sold.”

The RAP webucation that leads to larger budgets from local accounts is not meant to replace any income from community events, station promotions, sports, online broadcasting, internet services or other seasonal or “good idea” events. These are not only major income producers they are important support for building a community and attracting listenership. In fact, the 20% of core long-term, base budget advertisers will also want and should be encouraged to participate in your community and station promotions.


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