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8 Rules For Cold Call Success

“We will all lose about 30% of our billing each year, always be prospecting!”



Our perceptions of how to be successful at sales are our reality. But, what are the facts about what is working for a cold call? How about in follow-ups and sales training? Whether you are new or old in this business, I have found some inspiration in what Brian Williams, a former University of Georgia professor, now a sales consultant, has to say. The Brevet Group has some great facts to keep in mind about our sales profession. I found these 8 to be the most helpful. I have added my thoughts on how we can make this work in radio.

Brian Williams - Sales Enablement PRO

#1 The best time to cold call is between 4 pm-5 pm. 

I have thought this through many times and try to place myself in the clients’ shoes. I am not a big fan of Monday morning or Friday afternoon cold calls. People’s minds are elsewhere. Some experts think Thursday is the best day to prospect, followed by Wednesday. I also tend to lean more on cold calls after 10 am, allowing clients to get their day started with their tasks. I have had success with cold calls later in the afternoon after clients have worked their day through and are maybe even looking for something to do for the next few days or bring to a staff meeting with them.

Our new sales promotion could be the trick. Remember, smile and dial.

#2 80% of sales require five follow-ups after the meeting. 44% of sales reps give up after one follow-up call.


The best way to make sure you stay on the hunt is to make sure the idea is perfect for the client! You will stay on top of an excellent idea way more diligently than a lukewarm idea. 

#3 You are unique. Only about 2-3 million of us sell B2B.

Take pride in it. If we do our job well, we save our buyers time by finding solutions or opportunities for them. Sell those first, and your passion will come with it. 

#4 In a typical firm with 100-500 employees, an average of 7 people are involved in most buying decisions.

Ensure you package your one sheet with some bullet points that your ad buyer can use to sell upstream. They are going to have to do your selling for you. Help them help you! Ask about who else will see this and get a sense for how your buyer feels about it. 

How to Make Better Purchase Decisions
Courtesy: Shutterstock

#5 Salespeople who actively seek out and exploit referrals earn 4 to 5 times more than those who don’t.

With some of our station groups, we can now sell ads all across the country. If it will work in Detroit, why wouldn’t it work in Chicago or New York? Some of the best sales I have made were rinsed and repeated. Only 1 out of 10 salespeople even bother to ask for referrals. 

#6 Almost half of us aren’t appropriately trained or don’t have the skills to make it.

Bet on yourself. Do training on your own if you don’t like what is provided by the station. Investing in you is the best investment you could ever make.

With continuous training, you could make 50% more money. If you don’t like to train to get better, get out. Sell something you love to learn about. 

#7 Give yourself a year.

The 2nd time around, representatives will be better at seasonal selling, sales contests, etc. New reps will take at least ten months to be fully productive. Older reps who are getting more involved in digital sales may take the same amount of time. Make a plan and stick to it. 

 #8 Retaining current customers is 6 to 7 times less costly than acquiring new ones.

7 Advice for Attracting and Retaining Customers for your Brand | Growth  company, Custom printed boxes, Sales strategy
Courtesy: Medium

Don’t ignore those clients who are best for you. Be proactive in everything you do for them. We will all lose about 30% of our billing each year, always be prospecting! Call them, email them, THANK THEM! 

BSM Writers

Keeping Premier League Games Shouldn’t Be A Hard Call For NBC

“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”



NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade.  A chance to connect with viewers in a changing climate and grow Peacock’s audience as well.  However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).

NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season.  NASCAR is contracted to NBC (and FOX) through the 2024 season.

NBC’s tentpole sports are the NFL and the Olympics.  

Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.

Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.

If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.

“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”

Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.

Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm. 

“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”

While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.

Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock. 

Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week. 

My connection to the Premier League began before the pandemic.  When I cut the cord in late 2017, I purchase Apple TV.  Setting it up, it asks you to name your favorite teams.  After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England.  They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.

I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.

I’ve successfully given my allegiance to the Devils to my young daughters. 

By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.

Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.

Global Is Cool': The Growing Appeal of Premier League Soccer in America
Courtesy: Morning Consult

This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.

Besides, Dani Rojas did say that “Football is life.”  NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.

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BSM Writers

Media Noise – Episode 45



Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.

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BSM Writers

6 Ad Categories Hotter Than Gambling For Sports Radio

“Using sports radio as a back page service for gambling will have a limited shelf life.”



For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.

Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?

A Pot of Gold Articles - Analyzing Metals
Courtesy: iStockphoto

Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?

Well, let’s go Digging for Gold. 

The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.

Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.

If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way?  I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:

  • Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
  • Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
  • Golf courses, resorts, equipment, etc.- we play golf at home and vacation
  •,, TripAdvisor, Airbnb, Carnival Corporation, and we’ve used Hotwire in the last year.
  • FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $ 
  • Jos. A. Bank,,, we went to Jos. A. Bank in last three months

The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details. 

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