Monthly Archives: April 2018

Are You Ready for Your Tomorrow, Today?

     Preparation is the key to success, right?  Abraham Lincoln understood the value of being prepared when he said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”  Will you be ready for your tomorrow before you leave the building tonight?

     Most of you reading this are in media management or sales, and if not, the rule of being prepared equally applies to everyone regardless of your profession. We certainly hope if we’re having a medical procedure tomorrow that the doctor is reviewing your charts and preparing today. The construction worker that knows what their tasks are tomorrow can order their materials and organize their tools before they leave tonight so they can hit the ground running in the morning. To be an effective manager or high performer in sales, you must be organized with better than average time management skills.

     How and when do you plan your tomorrow, or better yet, your next week?  Your Monday and Tuesday should be pretty clear before you leave the building on Friday.   If there are gaps, fill them in with prospecting or use that time to plan the rest of your week, sharpen your ax, so to speak.

     You can plan your week first thing on Monday morning or your Tuesday on Tuesday morning, but the mind is a funny thing.  If you plan it, write it down, and think about it, your brain will actually help you prepare in advance!

     Benjamin Franklin said, “By failing to prepare, you are preparing to fail.”

     Make it a habit, start preparing to plan your days and weeks…in advance! Never leave today, until you are prepared for tomorrow!  It’s a GOOD plan.

P.S.  If you are preparing to look for ways to grow your revenue in 2018 and beyond. ENS Media would honor the opportunity to visit with you about our programs that not only generate revenue but help train your sales team well into the future. It’s a good plan!

Click here if you would like to learn more about these amazing revenue-generating systems.

Quit Calling It “Direct Mail”

You’ve probably seen the latest BIA Kelsey data that radio is the sixth-highest used advertising platform today, with “direct mail” being the number one advertising platform in terms of advertising expenditures.

In telling radio’s story, we have to educate advertisers about the miss-use of the term “direct mail”.

Direct mail is mail that is addressed and sent “directly” to a known person’s address.

The advertising that is delivered to households indiscriminately is better defined as “mass mail” or is commonly referred to as “junk mail”.

The reasons radio account executives need to make that distinction are many.

First, your advertisers and prospects are hearing at their trade conferences and reading in their trade magazines about the “success” of direct mail. And it’s true, direct mail by nature works because it’s sent directly to a prequalified known prospect.  Smart radio account executives encourage their clients to use real direct mail in the media mix because today, it’s FREE.

In the old days, advertisers had to compensate printing shops, paper mills, delivery trucks or the post office to produce and deliver their direct mail.

Today, direct mail is literally free via permission-based email….no envelopes, no printing presses, no postage stamps.

Don’t let your advertisers return from their conferences all hyped up about direct mail only to end up sending what’s really junk mail…sent via indiscriminate household “flooding”.

Click here to arrange an on-line demo of how our local TOMA surveys and SoundADvice radio e-marketing system are helping radio station account executives prove the ineffectiveness of junk mail, and the effectiveness of a broadcast and permission-based e-mail campaign.

How to Walk In Your Customer’s Shoes

Most coaching and sales training programs highlight the importance of empathy in establishing solid customer relationships. Empathy is defined as “the capacity to participate in the thoughts or feelings of another”, or put more simply, “the ability to walk in another person’s shoes”.

But management guru Peter Drucker says, “You can’t manage what you can’t measure”.  So how do you measure your empathy in an effort to take it to a higher level?

We recommend you use the Empathy Index to measure and improve your empathy.

Quite simply, review every oral or written presentation or communication to calculate your Empathy Index. Count the number of words or phrases that talk about your customer, and divide that figure by the number of times you’ve talked about yourself or your stations.

The figure is your Empathy Index, and your Empathy Index goals should be a minimum 1.5. In other words, you should be talking about your prospects a minimum of one and one-half times for every time you talk about how great you or your products are.

Don’t be discouraged if your first few attempts reveal a negative Empathy Index. It’s normal for salespeople who are excited about what they’re selling to talk too much about themselves, their ideas, and their products.

Improving your Empathy Index over time will strengthen your advertiser relationships in a world where your competitors continue to babble on about themselves and their offerings without empathy.