Tag Archives: value

How Valuable Are You?

Have you ever walked into a client or prospect’s business and when they see you, they dash out the nearest door? Or when you ask to see a client, the person at the front desk returns with, “they’re busy right now”?

Granted, sometimes it’s legit and they really are busy. However, more often than not, it’s an excuse! I have always suggested that when we walk into a business and the owner looks up and sees us, they make an immediate conscious decision. It’s either, “GREAT, there’s Rick and he brings value to my business, I love talking to Rick”, or “There’s Rick and I don’t have time to waste today. I know he’s going to try to sell me something!”

Are you bringing value to your clients, and what constitutes value? It may be articles about their business category, how to keep employees satisfied, or healthcare regulations. Anything that pertains to the many hats they wear as an owner/manager. You can find information on any topic, just Google it. But, be careful not to deliver information about your product (radio) or your stations too often. And no, cookies DO NOT qualify!

How you deliver the value is equally as important. Always emailing or dropping it off, in the same manner, will lose its flair. If you know they are not in the office/business, drop it off and leave a short note, “Joe, I ran across this article and thought you might find it interesting”. Even using “snail mail” is a good option. Be CREATIVE!

I challenge you to be honest with yourself. Do you bring VALUE to your clients and prospects, or do they see you as just a “salesperson”? How much VALUE you bring to your clients will be in direct proportion to how willing they are to see you, and more importantly, how much they will invest with you!

Starting today, make sure you’re always increasing your VALUE!

Our SoundADvice E-Marketing system is the best way to bring value to your clients and prospects each week. It helps brand your reps and stations as the “Advertising Experts” in your market. If you would like to learn how to take advantage of SoundADvice, click here to see a few testimonials and let’s talk! SoundADvice is market exclusive, so be the first in your market to call.

Disruptors Fill a Void

Technology by itself is not the real disruptor.

Not being customer-focused is the biggest threat to any business. Technology only fills the void left by poor performance and high costs.

Robots didn’t kill assembly line jobs:  High wages, careless quality control and the pursuit of profits did.

Uber isn’t killing the taxi industry:  Limited access, poor service, and poorly maintained cabs left an opening for Uber.

Apple didn’t kill the music industry:  High prices and being forced to buy full-length albums drove customers to purchase only the songs they wanted.

Ariel Durant, author of, ‘The Story of Civilization’, said, “A great civilization is not conquered from without until it has destroyed itself from within.”

Is your company providing enough value to your listeners and your advertisers to circumvent the appeal of new technologies and platforms?

We have room to conduct one more Local TOMA Survey in your market this year to jump start your sales next year.  Contact [email protected].  These surveys consistently prove local radio’s effectiveness, and help radio account executives to close more new business.

Harness the Power of the Paper Trail

If the only tangible your customers receive from you is a

presentation and an invoice, you are headed for trouble.

Your customers want value and their value equation is simple:

Value = Your Customer’s Expectation of you + or – Your Customer’s Actual Experience when they do business with you.

          Here is the good news. YOU control both ends of this important equation. Value is a perception rather than a reality, and you have the tools to create realistic expectations and take credit for over-delivery on those expectations.

          Many salespeople, however, in a frantic effort to capture a sale, make promises and build expectations they cannot possibly exceed. And just meeting the customer’s expectation does not deliver the positive value perception you need to build strong customer relationships.

          What is even sadder, some salespeople who do deliver an experience greater than the expectation, do not take credit for doing so!

          Do you deliver an impressively written wrap-up report after each of your major campaigns, complete with photos of customer traffic and outlines of what you did over and above what was contracted for? Do you conduct a post-campaign analysis to make each campaign better than the last? Do you ALWAYS under promise and over deliver and have a paper trail to prove it?

          Radio has often been defined as an ‘intangible’. The dictionary defines tangible as ‘able to be perceived by a sense of touch’.

          Delivering comprehensive wrap-up reports to your clients, with scripts, schedules, photos and more, can actually make their radio investment tangible!

          If the only ‘paper’ from you in your customer’s file is your attempt to get an order (your presentation) and an invoice, you are missing the boat.

           Account executives who deliver tangible evidence of their over-delivery in the form of a written wrap up report soon find themselves immune to pressure from competitors who do not manage the experience side of the value equation

 

 

ENSMedia Inc. 705-484-9993

Stop The Madness!

Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.

What are you thinking?

Probably one or more of the following;

1.)  Who or what makes the car ‘valued at’ $100,000

2.)  Why are you knocking $50,000 off of the alleged value?

3.)  Is it stolen? Is it defective?

4.)  If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.

5.)  If it sounds too good to be true, it is too good to be true.

We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.

Here is the thing; when you make a presentation, do you prove and validate the value you claim?  And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?

Or, do you just leave your prospect thinking;

a.)  You’re desperate

b.)  You have misled them and inflated the value

c.)  You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.

Do you want to improve your closing ratios and the size of your average order? It’s all in the way you present your value. Click here to discuss how ENS Media can help you make bigger, better, and more believable presentations.

STOP THE MADNESS

Imagine you have never done business with me before, and I approach you with an exotic sports car I have for sale. I tell you the car is ‘valued at’ $100,000, but I’m only asking $50,000.

What are you thinking?

Probably one or more of the following;

1.) Who or what makes the car ‘valued at’ $100,000
2.) Why are you knocking $50,000 off of the alleged value?
3.) Is it stolen? Is it defective?
4.) If you are ‘asking’ $50,000 less than the value, I’m sure you’re open to a lower offer.
5.) If it sounds too good to be true, it is too good to be true.

We often see radio presentations claiming a value that is so far greater than the ‘asking’ price, that the offer is not credible.

Here is the thing; when you make a presentation, do you prove and validate the value you claim? And, when you offer your campaign at a price lower than the alleged value, do you justify that discount?

Or do you just leave your prospect thinking;

a.) You’re desperate
b.) You have misled them and inflated the value
c.) You have no confidence in your rate card or your value and you’ll do or say anything just to get an order.

Do you want to improve your closing ratios and the size of your average order? It’s all in the way you make your presentations. Click here to discuss how ENS Media can help you make bigger, better, and more believable presentations.