In the 1990s one of the biggest buzzwords in broadcasting was NTR, Non-Traditional Revenue. The term itself had its origin in vendor-funded programs (i.e., promotional programs for retailers, funded by manufacturers of brand-name goods). But by the end of the decade, the term NTR had broadened considerably, to include anything and everything that involved 'non-traditional' types of advertisers or 'non-traditional' types of station capabilities.
Not surprisingly, scores of self-proclaimed NTR consultants sprang up to help broadcasters sharpen their skills in the development of non-traditional revenue. They all focused on the specialized information a seller needs in order to penetrate these less familiar accounts. But at CSS, we understand that success in NTR requires that three elements be in place:
- A talented and motivated seller
- Customer-focused selling skills
- Specialized information
Think of these three components as legs on a three-legged stool, and picture how poorly the stool would function if two of the legs were removed (or even one leg, for that matter).
The CSS approach to NTR development thus involves the entire range of our services to clients, among them:
- CSS Talent+ Candidate Profiling
- Talent Focused Management
- 3R Selling (Results, Renewals, Referrals)
- The Marketing Pro
- The Agency Pro
No one provides clients with more sophisticated, more focused, or more useful specialized information for NTR selling than CSS. We package this additional information under our Revenue Development Services umbrella. Here's what clients find there:
CSS FAT Charts
A resource available nowhere else, CSS FAT Charts are industry-specific 'treasure maps' for media sellers: industry structure and emerging trends… who to approach… how to approach… hot buttons… typical needs… terminology and jargon… and much more. There are CSS FAT Charts on approximately 30 hot categories—ranging from auto dealers to pharmaceutical manufacturers; food brokers to Internet service providers; financial services firms to oil companies; electric and gas utilities to record labels; food brokers to online retailers; credit card issuers to healthcare systems. For each industry covered, all the critical information is in one easy-to-navigate four-page document… all meat, no bun.
One seller told us that "Thanks to your Distributors, Wholesalers, and Rack Jobbers FAT Chart, I knew exactly who to ask for, how to get an appointment, and what to talk about when I got there."
"I used the Employee Recruiting FAT Chart last Tuesday, and my initial contact sent me right upstairs to see the VP of Human Resources," reported another.
An experienced user said, "CSS FAT Charts are the difference between going in cold and looking clueless, or having the smarts and the self-confidence to play in the client's league."
Business Development Summits (formerly RDQ)
Several times a year, the CSS client family gathers in a professional conference atmosphere to focus on specific Business Development opportunities. Each Business Development Summit hones in on selected industries, and features guest speakers from those fields. Participants submit case studies prior to attending the workshop and selected case studies are presented to the group. Participants then have the opportunity to discuss the case studies presented and exchange ideas.
Earning Manufacturer Dollars Workshop
"Follow the money. Earn a piece of it," is the theme of this special workshop, which focuses on the labyrinth of intermediaries between the factory and the consumer. Sellers gain a clear understanding of how goods move from the manufacturer to the consumer… how money is allocated to help those goods move through the channels of distribution… and who cares about what at each step along the way. Every product moves along its own unique path; but after attending the CSS Manufacturer Dollars workshop, participants learn what questions to ask, how to chart the influences for each brand, how to help the goods move, and ultimately how to write more business through packaged-goods manufacturers.
Event Selling Workshop
"Event selling is more about selling than about events." That's the theme of this CSS workshop, in which sellers learn to drop the package paradigm so rampant in the sale of event participations, and in its place pick up the tailored solution paradigm. They learn how to develop and extend the event's Asset List, and then use the Asset List to customize solutions to specific client needs. In the absence of predetermined packages, clients benefit from the specific Assets they need, while the event retains other Assets for sale to other prospects. Providing better solutions to client needs makes it more likely that the prospect will buy—but it also takes the seller away from the 'three-figure booths,' and into the 'five-figure sponsorships' and the 'six-figure partners.'
Consultant Expertise
The CSS professional staff has a wealth of experience and expertise in the area of New Business Development with non-traditional account categories, and through the use of non-traditional services and capabilities. CSS clients tap their consultant's knowledge frequently, and pick up research tips or sources from CSS Research Director Alan Farr or Vice President of Communication Mike Anderson.