www.
nexmedia
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nbelievably amazing deals will sell themselves. Everything else risks
being part of the general noise of advertising. We live in a world where
we are bombarded by short quick-fire messages. In the car, at home, on
the computer, out in the open, wrapped around a building, falling out
of a newspaper, and the list goes on. The mere fact that I have told you about
my product or service, will do little more than raise awareness and stir some
initial interest. Very few people will change banks, sign up to another cell
phone network, apply for legal insurance or purchase a vehicle unless they
are truly converted to the product.
The Media Connection is the most significant commercial player in the
community radio sector in South Africa. We are well aware of the power
that exists through this intimate radio medium. Even so, we identified a
gap in the conversion process of the general consumer.
Since 2008 I have spent countless days and hours working on activations in
communities around South Africa. The standard activation, although with an
improved conversion rate, leaves much to be desired in terms of execution
and real engagement. Telling isn’t selling!
We learned through experience, the art of conversion. The following specifics are
non-negotiable if you would like to ensure a high conversion rate.
1. The individuals delivering the message need to be credible with the intended
audience. Credibility is achieved by those who have a positive profile in their
community. Local residents appreciate and value a message delivered with
language, subcultures and political nuances in mind. If the MC is not local,
he had better make himself familiar with his audience. In addition, the
information needs be delivered by a person who matches the message.
Young male hip hop artists cannot promote women’s hair care products.
Nex Media • TELLING ISN’T SELLING!
Telling isn’t selling!
As a young sales person in 2002 I recall our ‘Selling Excellence’ instructor, Brian, drilling the team on all the usual
tedious selling techniques. His experience and insight had us amazed and panicked at the same time. After trawling
through a chapter, he would then insist that we role play various scenarios and discuss how we could apply this to our
own clients. No matter how many times I’ve been exposed to a similar repertoire of selling skills, one phrase from
the original drill sergeant has remained etched into my memory. ‘Telling isn’t selling!’
Simon Milne, Gary Laidler and Bevan Milne.
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