Monthly Archives: April 2012

Appreciation Marketing

 

Appreciation Marketing
In a recent SoundADvice our members sent to their clients and prospects, we exposed the power of having an Appreciation Marketing Plan……an actual strategic and tactical plan to ensure your customers know how much you appreciate their business.
The response was overwhelming.  Advertisers who use the tactics we prescribed, have told us they were amazed at the immediate and measurable results. One advertiser said, “I can’t believe we weren’t doing this….the results have been amazing!”  Then I thought to myself, “Do most TV and radio stations have an Appreciation Marketing Plan?”
Of course, most account executives politely say, “thank you”, as they’re running out of the client’s door with an order….but does your station have plans and systems in place to let each client know how much you really appreciate their business?
Your clients have more confusing new media choices every day. Formally recognizing and appreciating them can be one of the most powerful and cost-effective ways to differentiate yourself from a long list of competitors who simply focus on closing the next deal.
P.S. Many of the 14 Appreciation Marketing tactics we presented to advertisers in SoundADvice, are applicable to radio and TV marketing. Click here for us to send a free copy of our 14 Appreciation Marketing Tactics you can use.
 
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Don’t Be a Buddha

 

Don’t Be a Buddha
        Still out of breath from my workout this morning, I said to my wife, "I think I’ll quit exercising and just become a model for Buddha statues".
        Of course I was joking, but that quick quip reminded me that all too often we take the easy route…the line of least resistance.
        We’ve all heard the old proverb, ‘Anything worth getting is worth working for’, but some salespeople still insist on picking only the low hanging fruit while leaving tons of fruit behind because "it’s too much work".
        Ironically, it’s those same salespeople who claim there is no new business to be had.
        Do you want to know if you’re working hard enough to keep your selling skills sharp? Here’s the litmus test;
        If your closing ratio is higher than 50%, don’t think it’s because you’re a great closer….it’s probably because you’re only targeting the same ‘easy’ accounts everyone else is targeting.
        Don’t be a Buddha….stay in shape and keep your skills sharp by working the tougher accounts. 
        Keeping your selling skills in shape will also make you more fit to sell the so-called ‘easy’ accounts.

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Are You Keeping Up?

 

Are You Keeping Up?
          Your clients and prospects are faced with new technology, new systems, new competition, new regulations, new products, new consumer expectations and new media every day. They can’t keep up!        
          My newest version of Microsoft Office can’t keep up. It tells me there is no such thing as an ipad, but it does recognize the now-older ipod.  It also rejects ‘smartphone’ as a word, although it will accept that there are ‘smart phones.’
          It’s really hard for everyone to keep up with the rapid pace of change today. But if you put in a sincere effort to keep up, you’ll be worth your weight in gold to your clients and to your company.
          If you make the effort to learn what’s producing results in new markets, new products, and your fit in the new media mix, you’ll become the sustaining resource to your clients that every winning account executive wants to become.
          There is an old adage that says “Your only competitive advantage is to learn fast than the competition.” That’s never been more true than it is today.
P.S. Is your company or one of your associations planning a sales conference?
Click here for Craig to arrange an online meeting to discuss how Our Selling In The New Media Economy can be custom-tailored to fit your market and your situation.
 
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