We had such an overwhelming response to last week’s note about our Station Marketing Audits, that I thought I’d share two of our key findings with my SoundManagement readers, no charge!
1.  Our mystery shoppers push hard for low rates.
We have discovered your  competitors are not pricing themselves as low as your clients or your sales people would have you believe.
It seems clients feel they have a vested interest in telling you they can buy the competition cheaper. It’s a negotiating tactic for some.
It also appears some sales professionals find it easier to sell their sales manager on a low rate than it is to sell the client on the right rate.
2.  Our team makes it very clear when they ask for presentations from you and your competitors that they are only agents, they are NOT the decision maker.
In virtually every audit more than 80% of the media, (that’s all media including radio, print, billboards, TV, coupon envelopes, online and transit) never try to reach the decision maker.
It is incumbent upon you to find a Valid Business Reason to contact the decision maker if you want to increase your closing ratios.  
Our SoundAdvice system gives your clients a new Valid Business Contact every week.  For more information on SoundAdvice, click here