Radio is the F-R-E-Q-U-E-N-C-Y medium, and frequency is imperative in selling anything. Professional salespeople learn very early that they have to go back, back and back again many times to make the sale. When I started my selling career with 3M (Minnesota Mining and Manufacturing), they taught us the average salesperson makes three calls and quits – the average sale is made after the third call. So, if you’re going to make it happen, you have to persist. You have to keep going back with frequency.
One of the things that has frustrated me most at advertising agencies is that too few understand the importance of frequency in moving products. The smart client of the ’90s and beyond can get a big jump on the competition by practicing the same philosophy – F-R-E-Q-U-E-N-C-Y $eIls.
Example: what the automotive industry needs right now is to get potential buyers into their showrooms. And Radio, the F-R-E-Q-U-E-N-C-Y medium, is the ideal $ales vehicle to drive these potential buyers to the point of purchase.
Like Radio sellers on the firing line advertising agencies have to be persistent in getting this frequency point across.
Interestingly, Radio people sell a frequency medium; unfortunately, sometimes infrequently. Many call on an automobile dealer and are rejected and don’t go back for months or years. How can we tell them that frequency sells unless we’re frequently in front of them- With my salespeople, I never counted that they made a sales call on a prospect unless they came back with the order or had been rejected at least three times.
In my opinion, frequency is at least the second most important thing in selling. Hopefully, at this point you’re saying, “What’s the most important thing- Going through the door – making the sales call. Just showing up and being there might get you the order. No sales calls, no sales.
To be successful, your advertising program must not only be targeted toward the right prospects, it
must also deliver your message enough times during the course of the purchase cycle to make a favorable impact on the consumer. In other words, to be successful, advertising must be repetitive. Every good teacher knows that successful learning is deeply rooted in repetition. “Tell them what you’re going to tell them, tell them, and then tell them what you just told them!” And isn’t that what good advertising does? Don’t you want your advertising to “teach” the consumer about the the unique benefits of purchasing your products and services?
Over the years, researchers have concluded that in order for advertising to be successful, it must achieve repeated consumer exposure. And many advertising professionals believe that each favorable impression consumers receive moves them another step closer to actually buying the product. And it makes sense that to persuade a prospect to buy, you must first get their attention; then generate awareness of and interest in the product or service being advertised; and finally elicit the desired
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