“Radio Doesn’t Work Anymore…” And 7 Ways to Crush That Objection
Learn how to overcome common objections in radio ad sales and close more deals confidently. Objections are opportunities!
Hey, it's Reginaldo Osnildo here — back with some real talk.
Let’s be honest:
Even with the best pitch and perfect packages, some clients will still hesitate.
You’ll hear things like:
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“Radio is outdated.”
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“I prefer social media.”
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“It’s not in my budget.”
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“I’ve tried it before — didn’t work.”
Sound familiar?
Here’s the truth: objections aren’t a dead end.
They’re just signs that the client doesn’t fully understand the value — yet. And that is your chance to shine.
In this post, I’m going to show you how to confidently overcome the most common objections in radio ad sales — and turn doubts into deals.
1. “Radio Doesn’t Work Like It Used To”
This is one of the most common — and most outdated — objections.
How to respond:
“Actually, radio still reaches millions of people every day. What’s changed isn’t the effectiveness — it’s the strategy. Today, we combine radio with digital, targeted time slots, and presenter endorsements to get real, trackable results.”
Bonus: Show them updated stats or a case study from a recent campaign that worked. Facts beat assumptions every time.
2. “I Prefer to Invest in Social Media”
Totally fair. But here’s where you educate.
How to respond:
“Social media is great for engagement. But radio helps you reach people during key decision moments — like when they’re driving to work, shopping, or getting lunch. And when you combine radio with digital? That’s when magic happens.”
Instead of saying “radio is better,” say “radio works with what you’re already doing.” That’s how you avoid resistance and build trust.
3. “I’ve Tried Radio Before, and It Didn’t Work”
Ahh, the scarred client. This one just needs a reset.
How to respond:
“I’m really sorry to hear that. Can I ask how that campaign was structured? Sometimes, it’s just a matter of the wrong message, wrong timing, or too few insertions. Let’s look at what happened and build a smarter, more strategic plan this time.”
Dig deeper. Show them how you’ll do it differently — and better.
4. “It’s Too Expensive”
This one’s all about reframing.
How to respond:
“I hear you — but let’s look at it this way: our starter package costs less than R$70 a day. That’s less than most people spend on coffee. And for that, you’re getting your brand in front of thousands of locals, every single day. It’s actually one of the most affordable ways to advertise regionally.”
Then break it down even further: cost per spot, cost per thousand people reached, etc. Make it impossible to argue with the value.
5. “I Don’t Need Advertising — I Already Have Clients”
Great! But growth never stops.
How to respond:
“That’s awesome — and honestly, that’s the best time to advertise. You’ve built momentum. Now it’s time to reinforce your brand and make sure your competitors don’t take your space. Radio keeps you top of mind, even when people aren’t actively looking.”
The goal is to plant the seed that consistency = market dominance. Even Apple advertises — and they’re already huge.
6. “I Want to Think About It”
This is often just a stall — not a real objection.
How to respond:
“Of course! May I ask — is there something specific you’d like to think over? Budget, timing, the package itself? Maybe I can help clear that up now.”
If they’re still not ready:
“How about we set a quick call for next Tuesday so we can make sure you don’t miss any promo deadlines? That way, we keep things moving.”
Always book the next step before ending the conversation. Never leave it open-ended.
7. “My Audience Doesn’t Listen to Radio”
Let’s fix that myth real quick.
How to respond:
“Actually, studies show radio still has a massive daily audience across age groups — especially during drive times, mornings, and work hours. And our station’s audience is specifically aligned with your customer profile. Want me to show you a breakdown?”
If you’ve done your homework, you can match their target audience to your station’s demographics. Facts + personalization = persuasion.
Bonus: The “Test Campaign” Close
When all else fails, offer a low-risk, short-term entry point.
“Let’s test it for 2 weeks. If you don’t see engagement or foot traffic, we pause and reassess. But I think you’ll be pleasantly surprised.”
This removes the fear of loss and builds trust. Start small. Deliver value. Then upsell.
Final Word: Objections Are Just Opportunities in Disguise
If a client pushes back, don’t panic — lean in.
Every objection means:
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They’re interested enough to respond
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They just need more information, clarity, or confidence
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They haven’t been shown the real value — yet
You’re not “convincing” them — you’re helping them understand. That’s the mindset that closes deals with ease.
📘 Want the Exact Scripts and Tools to Handle Objections Like a Pro?
If you liked this post, imagine having an entire radio sales playbook in your hands — with scripts, templates, and practical techniques to close more deals every week.
Get your copy of my complete guide:
Inside, you’ll learn how to:
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Handle every common objection
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Build irresistible offers
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Approach cold leads with confidence
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Close faster and more often
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Motivate your sales team daily
Whether you’re a beginner or a seasoned pro, this book was made for you.
Let’s keep growing — together.
— Reginaldo Osnildo