5-21-2014
There is good account servicing?and then there is exemplary account servicing. With all of the media competition out there right now, the old ?good? just isn?t good enough. Taking the client?s order and writing it up correctly, scheduling production, seeing to it that the client?s order runs as it should, making certain that the client?s invoice is sent in a timely manner, and promptly responding to client calls or complaints, are all examples of ?good? customer service.
But exemplary client service is something else entirely. Exemplary service means you are doing the client?s marketing and advertising thinking for him or her. It means that you are always thinking ahead, crafting short- and long-term communication strategies between your client and your listeners. To make better advertising campaigns means you must ask great questions and listen very carefully to how your client answers your questions. Your commercial strategies should always revolve around the client?s core messages, the things he actually says to his customers that convince them to buy from him. In other words, focus only on what?s in it for the consumer.
?Exemplary service? also means that you minimize misunderstandings and surprises by fully managing your client?s expectations about results on your station. By knowing the client?s average sale and gross margin of profit you can present realistic budget proposals based on the client?s own numbers and show them that working with you is less of a gamble and more of a good, calculated risk.
But then there is even more that you can do to help your client connect with the people he needs to reach the most. For example, what if the client has a stale, static website? When I bring up websites and a business-owner hang his head in shame, I know I can close him. ?Well, my brother-in-law did that website 10 years ago, but now he?s out of the family and we don?t know how to get into it. He has all of the codes.? That?s when I say, ?Oh, we can fix that immediately.? And get your IT person, or some other tech person from the outside, to fix the client?s website. Charge for it. He?ll love you for it.
If the client wants your audience to call him but his phone number is nondescript, go to whitepages.com for available telephone prefixes and look for easier to remember vanity numbers. A plumber for example, would really benefit from a number like 512 472 LEAK. It usually takes a little time, but eventually you?ll hear the tone and the recording, ?This number is no longer in service.? You then instruct the client to call the phone company and get that number as a redirect, so his old customers can continue to call his old number?and the new vanity number also redirects to that same old number.
Once he?s got the new number, go to godaddy.com and look for 472leak.com. If you find it, turn that into a redirect also, so the client, if he must, can still keep and use his old, harder to remember URL. Then you can say in your commercials, ?You can call us at 472 LEAK or just go to 472leak.com.? So every time you mention the phone number, you?re also teaching consumers the website?and vice-versa. This is great for the client because even a stoner can remember 472 LEAK.
Soon enough, the client recognizes that there are distinct differences between you and your competitors. Once the client recognizes for a fact that your plan for his success is better than his own, he?ll hand you the keys and say, ?You drive.?
Paul Weyland helps broadcast stations make more long-term local direct dollars. Call him at 512-236-1222 or go to paulweyland.com for services, products, and availability.
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