2-22-2013
Little stands out in today?s world of electronic communications more than a hand-written thank you note. It is a lost art and the few who still take the time to make this a regular practice know the impact it has. Of course, as the account manager, you should make it a habit to send a thank you for every sale you make. But today, let?s talk about two additional new strategies regarding thanking a client for their business that will take the impact of documenting appreciation to even greater heights:
1. THANKS FROM THE GENERAL MANAGER: I encourage you to have a system in place called a Management Letter Request. Whenever a seller gets a new client on the air and the amount that client is spending is enough to categorically help them, the seller should fill out a Management Letter Request. This is a form sent to the GM asking them to write a letter to the new client welcoming them to the radio station?s family of advertisers and thanking them for their business. Additionally, the Management Letter Request is designed to accomplish something the seller cannot? brag on themselves! Look at this example:
Dear___________,
Welcome to the KXYZ family of advertisers. We are honored to be serving on your marketing team. Your account manager, (seller?s name here), is one of the market?s most admired advertising professionals. I know with (seller?s name again) at the helm, you?re in the best of care. As general manager, I too am always available to serve you in any way I can. Please do not hesitate to call on me. We?re grateful for your business and the opportunity to work for you.
Enthusiastically!
(GM name)
2. THANK YOU WHEN YOU?RE NOT BOUGHT:
Now let?s employ a second practice that, hopefully, you won?t have to use very often? sending a thank you when we are NOT bought. Yes, I said saying thanks when you?re NOT bought. This is a note to the business decision-maker who turned you down. It also lets them know they?ll be seeing more of you. Look at this example:
Dear____________,
I am sorry I was unable to convince you of the selling power of (your station name). I will keep trying! But, in the meantime, on behalf of the (your city) radio industry, I want to thank you for buying radio advertising and the stations you did buy. I look forward to meeting with you again soon.
Enthusiastically!
(seller?s name)
Imagine the impact this note will have as the advertiser realizes one of the only thank you notes, if any, they received was from a radio station they did not buy.
Always say thank you, in writing. Always have your GM do the same, and always say thanks when you?re not bought.
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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