Introduction by Rod Schwartz, owner/creative
director, Grace Broadcast Sales
“WHERE THERE’S A WILLIAMS, THERE’S A
He’s been called “the guru of radio
ad sales” and a “premier radio sales trainer.”
He’s also been called names that
would make polite folks blush.
And that’s just by his friends.
One of his former students, a
successful small market owner-operator now recently retired, said
that Jim was directly or indirectly responsible for as much as 10%
of the radio industry’s total billing between the years 1978 and
1995 (prior to consolidation).
In much the same way that Rush
Limbaugh was responsible for the talk radio revolution starting in
1988, Jim Williams helped open the field of serious radio sales
training, in the process helping to launch the careers of a number
of prominent sales trainers and consultants.
Although Jim never received the
industry-wide recognition he deserved, broadcasters in markets
across America to this day will tell you that their success is
largely the result of their application of the lessons they first
learned from Jim Williams.
It is our pleasure to share with you
some of these same lessons, in the hope that later generations of
radio advertising sales professionals may continue to benefit from
Now, you’ll have to overlook the fact
that some of this material is dated. It’s been a long time since
radio station DJ’s played records or punched up commercials on
carts. We’ve stopped using cassettes as “demo tapes."
These days, salespeople use laptops, notebooks, smartphones and
iPads to play MP3 files for clients, or simply send them as email
attachments. So, overlook the anachronisms and focus instead on the
timeless techniques and principles that Jim drilled into his
students’ brains, and you’ll be the richer for it.
Jim Williams was adamant about
his students making use of demo tapes, arguably the most
important tool in the radio ad salesperson’s toolbox. Jim’s
original week-long “boot camps” and subsequent sales training
recordings were jam-packed with examples of demos that had been
instrumental in closing sales and opening relationships with
advertisers. Toward the end of his career, Jim extracted many of
these examples from the larger body of work and compiled them for
concentrated study in The Smart Call Demo Plan.
By the time you’ve completed the full
series, you’ll have 23 specific ideas you can use to increase your
billing and your advertisers’ success.
TRACK ONE -
INTRODUCTION. The first track contains Jim’s
six-minute introduction to the subject of demonstration
Jim’s students will recognize the first of the two examples he
provides at the end of this introduction, using a “carrot-and-stick”
approach to illustrate the advantage of selling with demos.
TRACK TWO -
CHAPTER ONE. In the second track,Jim provides some background on the history of demonstration
selling and offers valuable insights on the
rationale behind using demo tapes. He
also provides tips on organizing your own personal demo kit.
TRACK THREE - CHAPTER
TWO (“Solving the Demo Tape Mystery”).
We know that demo tapes are the most effective tool we have; why do
we not use them more often? After
identifying and discussing roadblocks to the use of demo tapes and
dispelling the need for “professionally produced” demos, Jim offers
a time-management tip for preparing and organizing next week’s
TRACK FOUR - CHAPTER THREE
(“General Dos and Don'ts Regarding Demo Tapes”).
Jim explains the importance of maintaining a demo tape log to
help the salesperson stay organized.
We need to know what was presented,
to whom, when, and what was the outcome. Tracking these details will
help us spot trends, strengths and weaknesses, sharpening our skills
in the process.You’ll also hear
many practical ideas and suggestions concerning preparation and
presentation of demos: why it’s important to get into
the demo as quickly as possible, how to
introduce a demo to command the prospect’s attention, what to do and
not do while the audio is playing, how to handle interruptions, ask
for the order, etc.
Beginning with Chapter Four, Jim now
gets into the different kinds of demo tapes that can become a part
of the well-equipped radio salesman's toolkit. In the following
lessons, Jim stresses the importance of having a variety of demos
with you at all times. He likens this to a store's displays,
pointing out that this is selling the merchant in the same way the
merchant himself likes to sell, with plenty of "things" to offer his
customers. The more demos you present, the more sales you'll make.
Jim also provides specific examples of each kind of demo tape.
Enjoy! Questions? Comments?
TRACK 1 - CHAPTER FOUR
("The IDEA Demo Tape"-running time 4:36).
TRACK 2 - CHAPTER FIVE ("The COPY SAMPLER
TRACK 3 -
CHAPTER SIX ("The STATEMENT OF BENEFITS Demo Tape" -running time
TRACK 4 -
CHAPTER SEVEN ("The CONTRACT DETAILS Demo Tape" - running time
TRACK 5 -
CHAPTER EIGHT ("The WHOLE PRESENTATION Demo Tape" - running time
TRACK 6 -
CHAPTER NINE ("The PROGRAM SAMPLE Demo Tape" - running time
TRACK 7 -
CHAPTER TEN ("The MENU Demo Tape" - running time
TRACK 8 -
CHAPTER ELEVEN ("The RESEARCH ABOUT THEM Demo Tape" - running time
TRACK 1 -
CHAPTER TWELVE ("The RESEARCH ABOUT US Demo Tape" - running time
the completion of this lesson, we're now halfway through the Smart
Call Demo Plan training tapes.
TRACK 2 -
CHAPTER THIRTEEN ("The SUCCESS STORY Demo Tape" - running time
14.50).Classic Jim Williams - this chapter contains the iconic
"Heart's Desire" success story, and one client's compelling argument
for increasing ad budget* in a down economy.
*This advertiser did admit that his
schedule of 8 spots an hour around the clock was somewhat excessive,
adding that next time he'd back it down...to just 5-6 spots an hour!
TRACK 3 -
CHAPTER FOURTEEN ("The PROBLEM-SOLUTION Demo Tape" - running time
Another JW classic - this chapter features the KOAL (Price, UT) coal
miners' strike story from the mid-1970's, in the words and voice of
broadcaster Tom Anderson. Also noteworthy: Jim's interview of a
Michigan car dealer who doubled his ad budget in 1990 in the face of
a recession, and won.
TRACK 4 -
CHAPTER FIFTEEN ("The CHALLENGE-REPLY Demo Tape" - running time 7:00).
Your client has just told you that
another station in town has made a compelling case for canceling
half of your $10,000 monthly ad schedule and giving it to them.
What do you do
when a client presents an unexpected, serious challenge that needs
to be addressed - thoughtfully and seriously?
advice on how to buy the time to deal with it appropriately and not
in haste, with the actual case history cited above.
TRACK 5 -
CHAPTER SIXTEEN ("The THIRD-PARTY DECISION-MAKER Demo Tape" -
running time 10:00).
This is classic Jim Williams - the
account rep who obtained out-of-town approval for a coop buy by
using the phone and a tape recorder instead of the mail. (Today,
you'd use email for the same purpose...but the audio component would
still be useful for emphasizing the importance of the transaction.)
Contains the Bill
Knudsen Chamber of Commerce presentation, aimed at small business
owners, on the subject of Advertising.
NOTE: Additional tracks will be added
regularly, so be sure to check back. Better still,
sign up to receive the
free GBS IdeaGr@m (emailed to our subscribers approximately twice a
month) and be among the first to find out when new tracks have been
added, along with a variety of ideas and tips to increase your sales
from Grace Broadcast Sales and the Radio Sales Cafe.