Dan O’Day’s Radio and Voiceover Tools

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When a prospect says, “I tried radio and it didn't work” or “I can't afford it” — or even “I don't like your owner!” — do you know exactly how to respond?

317 Responses To The 30 Most Common Objections Radio Advertising Salespeople Hear From Prospects

Every successful radio sales account executive learns to overcome objections. THE RADIO SALES OBJECTIONS SCRIPTBOOK gives you 317 responses to use when confronted with the 30 most common objections radio salespeople hear.

How Many Good Responses Do You Need For Each Objection?

One.

You’ll certainly find more than one per category that you can use or adapt. But you don't need 100 great responses to each objection. You need one that fits you perfectly.

Your Goal Is Not To Win A Verbal Battle.

By rehearsing and having handy in your memory a number of good responses to prospects’ objections, you are not trying to win an argument. You’re not attempting to “one-up” them.

If you see “overcoming objections” as a competitive endeavor, you might win the battle of wits — “proving” that your prospect is wrong — but you'll lose the war…i.e., the sale.

Then What Is Your Goal?

None of these scripted responses is intended to “win the argument.” They are not weapons. They are means of beginning (or continuing) a conversation with your prospect.

Your goal isn’t to win a battle of wits. It’s to engage your prospects in meaningful conversations about their businesses… and how you can help them.

317 tested, proven responses to the 30 most familiar, toughest objections radio salespeople hear every day “on the street.”

	Business/The Economy Is Killing Me
	Let Me Think It Over
	I’ve Got To Check With My Partner/Spouse
	I Need Guaranteed Results
	I Tried Radio And It Didn’t Work
	My Budget Already Is Spent
	Your Rates Are Too High
	I’m Buying TV
	I’ve Never Heard Of Your Station
	Our Customers Don’t Listen To Your Station
	I Don’t Like Your Music (Or Radio Hosts)
	Business Is Good; I Don’t Need To Advertise
	I Only Use Newspaper
	Word Of Mouth Does Just Fine For Us
	You’ll Have To Talk With Our Agency
	Your Ratings Suck
	I Can’t Afford It
	I’m Doing Direct Mail
	Home Office Won’t Let Me
	You’re The Third Rep Who’s Called Me In Six Months
	Your Station Doesn’t Work
	Call Me Next Month
	I Don’t Like Your Owner/Manager
	I’ll Give You A Piece Of Everything Your Station Sells
	E-Mail It To Me; I’ll Call You When I’m Ready
	It’s Too Hard To Measure Radio Results
	Here, Take $500. Let Me Test Your Station
	Your Station Screwed Things Up Last Time
	I’m Using The Yellow Pages
	All Our Money Is Going Into A Big Internet/Social Media Campaign

Use just one of these successfully, just once, and this book becomes the smartest radio advertising sales investment you’ve ever made!

THE RADIO SALES OBJECTIONS SCRIPTBOOK is a 60-page e-book (PDF format), available for immediate download. Your book can be read on any computer that has Acrobat Reader (Version 4.0 or higher).      

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