Have you ever wondered why the highest bidder at an auction is said to have “the winning bid?”

          In reality, this ‘winning bidder’ has paid more for their prize than anyone else in the market felt it was worth. In any other arena, when you’ve paid more than the marketplace value, you would not be considered a winner.

          Media sales executives who ‘win’ a bid by selling space and spots at a lower cost per unit (cost per line, cost per click, cost per point, cost per spot, cost per impression, etc.) than their competitors were willing to sell for aren’t really winners either.

          Commoditizing your product and selling at the lowest cost is a never ending downward spiral as your competitors lower their bid on the next submission.

          If you want to really win in 2016 and beyond, start selling value instead of cost. Value is seldom perceived in commodities where the price can be compared to competitor’s prices.

          The exclusive and incomparable proprietary benefits that you bring to the table are what actually create the value in the spots or space your sell.

          It is virtually impossible to compare the value of the insights, ideas, consulting, inspiration, proprietary research, and other benefits you can bring to the table in addition to the units, spots or space you have to sell.

          Ironically, it is ultimately the creative ideas, marketing insights, and consulting that you bring to the table that will deliver value from the commodities you sell.

P.S. Click here to inquire how our local Top Of Mind Awareness surveys can provide you with valuable research and insights to capture more appointments and generate more new revenues for your stations this year and next.