{"id":293,"date":"2007-12-17T19:21:50","date_gmt":"2007-12-17T19:21:50","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/142150.html"},"modified":"2007-12-17T19:21:50","modified_gmt":"2007-12-17T19:21:50","slug":"what-business-are-you-in","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/what-business-are-you-in\/","title":{"rendered":"What business are you in"},"content":{"rendered":"<p class=\"MsoNormal\"><span lang=\"EN-US\">Do you understand what business you are in?<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">I once asked one of Toronto&rsquo;s top morning men, Bob McAdorey, how he made the transition from a top 40 format to a country format.<span style=\"\">&nbsp; <\/span>Bob said, &ldquo;What transition? It&rsquo;s not about the programming, it&rsquo;s about the audience.&rdquo;<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Some of us in sales could benefit from that wisdom.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">I recently saw two ads from two different media companies that were looking for local sales executives.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">One was from a radio station, which among other qualifications, was looking for someone with a &ldquo;knowledge and love of country music&rdquo;.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">The other was from a newspaper looking for &ldquo;a representative to provide our valued customer with creative, effective advertising\/marketing solutions&rdquo;.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Having sold successfully for virtually every format, past and present, I can tell you there is a lot more money to be made selling customer-focused ideas than there is trying to persuade someone to like your music or programming.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Put yourself in the client&rsquo;s shoes.<span style=\"\">&nbsp; <\/span>Do you really care about your account executive&rsquo;s programming preferences, or do you want someone who can provide creative and effective advertising\/marketing solutions for your business?<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">I strongly recommend that having a &ldquo;knowledge and love&rdquo; of your stations&rsquo; audience, and an understanding of what motivates them to buy from your clients, is much more important than having a knowledge and love for the music that attracted that audience.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Are your sales people trying to persuade clients to like Waylon Jennings or Mick Jagger?<span style=\"\">&nbsp; <\/span>Or are they focused on generating sales for your customers?<\/span><\/p>\n<p><span lang=\"EN-US\"><!--[if !supportEmptyParas]--> <br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you understand what business you are in? &nbsp; I once asked one of Toronto&rsquo;s top morning men, Bob McAdorey, how he made the transition from a top 40 format to a country format.&nbsp; Bob said, &ldquo;What transition? It&rsquo;s not about the programming, it&rsquo;s about the audience.&rdquo; &nbsp; Some of us in sales could benefit [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-293","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/293","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=293"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/293\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}