Turning Intangible into Tangible

The primary difference between tangible and intangible is tangible is something which a person can see, feel or touch, whereas, intangible is something which a person cannot see, feel or touch.

Selling radio advertising has long been described as selling an intangible, and by definition, it’s a fair description. But, it’s only an intangible if you allow it to be. If the only tangibles your clients receive from you or your station is an invoice, you’ll soon become “intangible” to them!

Most small to medium-sized business owners are always weighing in their minds and wondering if what they are currently doing for advertising is the right thing, and they’re typically looking to try something different. At cutback time, the media rep with the most tangibles in their clients’ files, more often than not, escapes the chopping block. How thick are your clients’ files of your tangibles?

·      Do they have more than just one-page proposals and packages?

·      Do they have presentations that clearly define what you proposed to do for their business?

·      Does it include photos of the events and scripts and/or audio copies of the ads that ran?

·      Have you delivered articles about their industry that can help them grow their business?

·      What about helpful business and marketing tips like our ENS Media SoundADvice program provides, complete with your photo and station logos?

·      Do they have wrap-up reports, post-campaign analyses or annual recaps, showing what they purchased compared to what you delivered, or better yet, over-delivered?

King of Sales Jeffrey Gitomer says it best, “Dude, you’re going to lose all of your customers if you fail to reach them with a message of value every week.”

Become an asset to your clients and prospects by doing more than just selling them ads. Be the media rep that provides tangibles. Then, instead of being just a “salesperson”, you’ll be on your way to being a well-respected media rep that will survive the chopping block.

NEW – Our 3 and 4-part SoundADvice radio e-marketing branding programs are now being offered to individual media reps! If you would like to see an example and learn how SoundADvice can position and brand you, or an entire sales team, as advertising professionals in your market, click here and we’ll send you a complimentary sample of one of our most recent weekly SoundADvice series.