3-29-2013
I?ve spent my life teaching radio sellers to do things that their competitors do not do. These aren?t frivolous things done for just the sake of being different, but meaningful practices that secure clients, gain their trust, protect them from competitive attacks, and grow your business. One of these practices I call the Semi-Annual Review. As I explain it, I want you to imagine the impact it will have on, not just the seller, but the entire radio sales department at the station and, eventually, the entire company.
Every six months, make it mandatory that every seller meet with every client that has been on the air for six months or more. You?re requesting a 10-minute meeting to conduct their Semi-Annual Review. You?re going to ask every client with whom you?ve been doing business with for the past six months three very important questions:
1. What has changed the most in your business in the past six months?
2. How can I take better care of you? Do not let this question go unanswered or passed by with some compliment like, ?You do a great job. I can?t think of anything I wish you did better.? Tell your client that this doesn?t help you take better care of them. Ask them, ?Think about it. Surely there is something I can improve on.? Continue to press until you hear, ?Well, you might...? That?s the answer you want.
3. When someone asks you, or if someone were to ask you, why you advertise with us, what do you or would you tell them? This question must be worded exactly this way. You want a specific answer whether they have ever been asked this question or not. Also, ask them for their permission to quote them with other clients.
Imagine for a moment the value of these answers. If you have 10 sellers at your radio station and each of you conduct a Semi-Annual Review with every client, you just built a supply house of dozens of fresh client testimonials for all to use in presentations. Every presentation has a page that says, ?Here?s what our advertisers are saying about us.? We all love success letters, but they can be tough to get. Not anymore! The consistent gathering of the answers to question #3 will provide you an ever-refreshing reservoir of client endorsements!
You?ll learn a great deal from the information you get from all 3 of these questions. Make the Semi-Annual Review a foundational practice in your sales department.
Rob Adair is the President of Pinnacle Solving. His company provides revenue growth solutions, branding and differentiation strategies to radio and other industries. Adair is a former radio industry COO and Sr. VP overseeing 25+ stations and multiple major markets. He can be reached at 405-641-0458 or by e-mail rob@pinnaclesolving.com
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