It’s exciting to see performing arts come back, events being scheduled, and the return of concerts and festivals of all kinds. We’re all hungry to go out again.

But, wait, let’s not forget what lesson we learned in sponsorship from the absence of all our beloved performing arts during the pandemic. It’s important to always, always keep a vital list of sponsorship accounts across a range of business categories including healthcare, professional services, local and state government, financial services, colleges and universities, senior living, and retail.

If you took time during the  pandemic to prospect every other business category while performing arts were dormant, good for you! You may have made progress and brought in some new sponsorship business. So don’t stop now. Welcome back your performing arts friends and clients, while still focusing on the addition of new business in other categories to your account list.

Recently the Radio Advertising Bureau (RAB) presented a “Radio Works for Recruitment Advertising” webinar that focused on the future of the job market. The RAB shared Bureau of Labor Statistics data compiled by the American Staffing Association (ASA) which identified the top five sectors for wage and salary jobs through 2029.

Corporate support proposals are often thought of as a key part of the selling process. In fact, they are part of the implementation process. Your sales efforts will include the conversations you have with a prospect to understand what they want to achieve with a sponsorship, and how they are currently marketing to meet those goals. 

The proposal is what comes next. It’s a written statement of the conceptual agreement you’ve already gained in your needs analysis with your prospect. When a proposal is done well, it’s easy to get to ‘yes.’

Before All Else: The Needs Analysis

If you have not reached a conceptual agreement and understanding with the client before presenting a proposal, your written document is unlikely to meet your client’s needs and may waste both of your time. A well-conducted needs analysis and meeting of the minds with your client before you write your proposal is the critical foundation for any proposal.

What Your Proposal Should Accomplish

The purpose of a proposal is to:

• Demonstrate that you have listened to your client, understand what they need and how they are marketing, and feel confident about what you can provide.
• Reaffirm the conceptual agreement and understanding already gained from prior meetings/conversations.
• Explain the options you have and how you can help the client reach their stated goals.
• Clearly state the sponsorship investment you’re inviting the client to make.
• Formally sign off and launch the partnership.

Additionally, your proposal can serve as a persuasive document that can be shared with others who have not been part of the decision-making process.

Thanks to the coronavirus pandemic, we’ve gotten used to social distancing and the alternate ways in which we now must communicate with new underwriting prospects: Zoom meetings, emails, and e-newsletters. The challenge is to stand out from all of the other media salespeople in your market who also are working to get the attention of the business owners and decision-makers that you’re pursuing.

When you need to get close while keeping your distance, here are ideas to establish and maintain connections and relevance while attracting new prospects.

Review what you’re currently doing.

What underwriting information are you sending to your prospects and how often are you reaching out to them? Position yourself and become a resource to your prospects. If you think you’re going overboard in your mailed or emailed communications, think about making your website’s underwriting pages the place for news, updates, and tips about underwriting, promotions, marketing, and advertising. Some businesses and prospects are knee-deep in alligators, so to speak, and don’t have the luxury of time. They may not have an annual plan right now. They’re doing what they need to do today. Make sure you provide them with information that can help them meet their challenges. All it takes is having one of your ideas or suggestions turn into a success for the prospect and you’ll have made a huge step forward in cultivating your relationship.

As major giving programs become more important to the overall revenue picture at public media organizations, it is critical to run these programs as efficiently as possible. A key tool for many successful major giving programs is prospect research. Simply put, prospect research is a formal and organized way of determining whether or not a person is a good major gift prospect.

This kind of vetting is commonly used by hospitals and universities. Investments in prospect research aren’t as common in public media because stations tend to start their major giving programs at a lower level of giving ($1,000 or $2,500). As we in public media set our sights on higher levels of giving and conduct more relationship-based major gifts work, the benefits of prospect research become much more pronounced. Prospect research delivers the information and context that major gift officers need in order to do their job efficiently and strategically.

What Is Prospect Research?

Prospect identification and research: discovering and evaluating prospective donors and their interest, relationships, inclination to give and philanthropic capacity to inform and support an organization's fundraising strategies and outreach efforts.

- Apra (Association for Prospect Development)

Prospect research is most often thought of as a simple wealth screening tool where a company does an electronic sweep of all or part of a database and assigns a wealth score or grouping to donors. Prospect research then goes beyond wealth screening to develop a more well-rounded picture of a donor’s possible interest in an organization and in philanthropy, as well as their financial capacity for a charitable gift. Prospect research can be used to find new major giving or planned giving prospects from your current database, manage new prospects as they are discovered, sort through the volume of data you uncover, build major giving portfolios for new gift officers, and help giving officers identify the priority for donor outreach.

I used to work for a guy who would ask one key question during the interview process: “What makes you good at what you do?” If the candidate couldn’t articulate that, he wasn’t interested in hiring them. When I asked him about it, he said that really good salespeople have a self-awareness of why they are successful that makes their behavior repeatable. And this is the key: Do you know what you do when you win, and can you do it again…and again...and again?

As sales reps we need to know what brings us success so that we can repeat that behavior. Having good systems is one of the best ways to do that. Systems allow you to build self-awareness of why and how prospects choose to do business with you. You can be the most charming and persuasive person, but if you can’t keep track of yourself, those wins will merely be luck- and not necessarily repeatable.

Accounts

For active accounts, you should have a way to track past, current, and future billing. Are they spending more each year, the same, or less? Do you know why? You need to offer excellent service to your active accounts which includes meeting their copy needs and knowing when to change the message.

You’ve worked hard to sign up your new underwriter. You started with an initial meeting to learn about her challenges and objectives. Then you followed up with information how your media can provide a solution targeting her desired outcome. She liked your presentation and proposal; your answers to her questions, and she decided to become an underwriter.

What do you do now?

Believe it or not, the sale is not complete. The commitment is there but you’ve not yet started to deliver what she purchased. So, next up… 

Write up the underwriting agreement and have it signed and returned to you.

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Draft the underwriting copy so it conveys her marketing message and complies with the FCC’s and your station’s copy guidelines. Once the copy is approved, send her a recording of the spot. Let her know she can share it with her employees and post it on her company’s website. 

Send her a schedule of times that her underwriting spots will air during the first week so she’ll know when to listen in to hear her spot.

After the contract is signed, the copy is produced and ready for airing, and you’ve sent her the list of when her spots will air during the first week you’re all done. Right?

There’s still more work to be done.

“A lot of buyers want to get back into TV, radio, out-of-home, and print because they feel like digital can get lost. The most accountable media turned into the least accountable media and the most filled with fraud.”

- Havas CEO ColinKinsella

Many of us have sensed similar shifting perceptions from buyers about digital advertising. They are aware of ROI limitations in the digital space. And those of us selling radio underwriting often play right into their ambivalence when we don’t use directness, precision, and education about the medium of radio to address their most fundamental question: Will my underwriting work?

Paul Jacobs recently explored this topic in at blog post titled “Can Radio Have Its Cake & Eat It, Too?” He says radio may have an advantage when buyers shimmy back and forth on the question of branding or reach in the digital space. Radio delivers for underwriters in ways that aren’t directly replicated by other options. Here’s how you can speak persuasively to those advantages in your conversations with prospects:

1. Don’t lose sight of how singular radio is as a medium.

Do we truly understand the broader story of our medium-the story of radio? Radio is a unique medium because of the intimacy and theater of the mind that we invoke. This is particularly true on public radio, when our member listeners put such a high level of trust in our product, whether it’s NPR news or music curation. Listeners almost universally have a picture in their mind of what an on-air announcer looks like. This speaks to their connection to the voice and to us.

Social selling is a powerful part of the approach in our now-transparent sales landscape. I feel every salesperson should embrace LinkedIn, Twitter, and even Facebook, as they plan to approach and attempt to engage with new business prospects. Whether you choose to use paid services or navigate social media on your own, it’s a platform where you can earn trust and establish credibility with your very best prospects. It’s also a platform that, if used incorrectly, could damage your credibility with your very best prospects. OUCH!

It’s the potential to damage credibility that I have found to deter some sellers from using social selling, so here are three things you can do to ensure you’re using social selling to strengthen your personal brand and not damage it: 

1. Think about your audience.

It’s not uncommon to use social media for selling, but it’s also not uncommon to use social media for job-searching. Considering many prospects will search a potential vendor or a salesperson online before deciding to engage, what they see on your profile is perceived as what they’ll likely get. It’s a fine line between selling yourself to potential employers or selling yourself to prospects. If your profile reads like a resume, it can be a high turn-off to prospects viewing your profile.

There are work days when eight or even 10 hours just aren’t enough. It seems like that time barely covers the client calls and emails that need answering, not to mention the order paperwork and follow-up, prospecting, appointment-setting, research on prospects, and proposals.

Does that sound familiar?

I hear from sales reps that they’re on the go starting the minute they get into the office. At times, opening email can be an hours-long detour away from what they should, want, or need to be doing to generate underwriting sales.

What to do?

Begin the new year accepting the fact that you can’t stop time to accommodate your schedule. But you can manage your work activities. Here are some ideas to help you to be more effective and productive.

Start each day by writing a list of three to five priorities.

Base the priorities on what is crucial for you to accomplish today. Ask yourself what five things you can do today that will most affect your underwriting revenue. Write them down in order of importance, and then…

Work each one through until it’s done.

Cross it off of your list and then work on the next priority. Working each one through to completion is the key. Don’t even think of multitasking! Be sure to cross each task off your list when you're done. This helps builds momentum and a sense of accomplishment and empowerment. Most importantly, you'll be getting your important priorities done each day.