Monthly Archives: June 2021

Your Patience Will Pay

You’ll know it when you see, or should I say, feel it… a business owner with a true passion for their business!

There’s at least one or more in every business category. They come in all shapes and sizes… an attorney or a veterinarian, an autobody repair shop, a roofing contractor, an accountant, a dentist, or an auctioneer.

You’ll know they have a passion for their business because they speak at a more excitable octave. Their eyes are open wider and brighter. They’ll explain their business in more vivid detail, and there is simply a different aura in the room.

You’ll know it when you feel it!

When you do, have patience. Take your time. Don’t try to sell them too quickly.

These are the businesses that really want to grow. Ask deeper questions and do more research so you can create a presentation with a strategy that includes better ideas and solutions that will produce positive results. Then, you’ll have a client for life!

Nearly all of us are in sales, and sellers want to sell. But when you meet a business owner with a passion for their business, slow down!

Your Patience will Pay!

What If…

Here’s something for you to ponder…

What if radio stations never mentioned Facebook on the air… How popular would it be today?

What if radio never mentioned Amazon, other than the paid ads we ran for them… How big would they be today?

What if radio never mentioned Twitter, Instagram, Snapchat, Tik Tok, or any of the other social media platforms… How big would they be?

How fast would podcasts be growing if radio never mentioned them?

Think about it… What if we never mentioned them?

The answer, and I am only guessing, is…Not nearly as big.

How powerful is radio?

Turning “No” into Magic  

One of the most frightening words for a media rep to say to a prospect or client is, “No”!

“No, we cannot offer that rate for that time frame.” “No, I can’t get you on tomorrow. We are past the production deadline!” “No, I can’t get you on this week. We are sold out”. “No, we can’t match the price of our competitor!” “No, No, No, and No!”

The natural fear of a media rep is that if I say “No”, they won’t ever do business with me again.

However, when it’s justifiable and the timing is right, saying “No” can be extremely powerful and almost “magical” in helping establish a more credible and professional future relationship with your clients.

Here are a few other times when saying “No” can have a great positive impact:

  1. When the client calls and says that they want to see you yet today or tomorrow. Saying “No” and that you can’t make it then will suggest that he isn’t your only client and that your other clients have value to you.

  2. When the client wants to run a schedule or do something that you are confident won’t have much chance for success. Tell them, “No, Mr./Mrs., I wouldn’t feel comfortable suggesting you do that, as I’m not at all confident it will work”.

There are two important ingredients to turning “No” into magic. One, you must train your reps on the “how” and “when” to use “No”. Not training them on this topic and expecting them to know it will leave them afraid of it. Equally as important, is giving them permission to say no, therefore taking away the fear of being reprimanded when or if the client should decide to walk.

If you want to gain and maintain the respect of your clients, and want more than just a token buy, say “No” once in a while.