(From my Radio Ink article of 1/09)
I glanced at my watch as I sat across from a local radio rep. Who up to this point in time spoke almost nonstop on how great his station was. It's moments like these that I am most concerned by the direction of the radio sales industry. For almost five years now I have been in the retail business, quite a change from my 25 years in radio sales and management. But it has allowed me to see from both sides of the desk. Sometimes I find myself silently rooting some radio reps on. But this sales rep has over stayed his welcome.
"Excuse me, I said, He immediately stopped talking.
"Up to this point you didn't ask me any questions about my business, so let me tell you a few things. He them immediately stopped me in return.
"That's not necessary, I already know all about your business and if you would just take a few minutes to look at a few ideas I have for you. I think you will be interested."
At that point I should have thrown him the keys to the showroom doors and told him to lockup at the end of the day. The audacity of this person to come into my store and say he knows my business. Yet in reality that is what many radio sales executives are saying when they leave their customer out of the selling/buying process of "interactive selling".
In today's economic uncertainties and competitive retail atmosphere, merchants are not looking for just another radio rep selling spot contracts. They are hoping that those with new creative idea, information and media knowledge will call on them. Somewhat of a confidant who will listen as well as educate and inform them on the latest technological direction advertising is heading. Two years ago I would not have considered purchasing the first banner, coupon or link for my company on any internet site. Why? I knew this advertising option was out there, but I did not understand it all. How does it work? Who will it reach? Then a yellow page sales rep presented the internet during a meeting, and based on my answers to his questions, asked if he could sit at my computer and showed me firsthand what other advertising retailers were doing through the power of the internet. He went from site to site telling success stories other retail customers of his were experiencing. He took the time to educate me and show me (not sell me) on the benefits of using the internet as another advertising direction to increase the bottom line during these economic times. It must be noted however, that he did not take me on this cyber journey without my input. Every step of the way he interacted with me, asking more questions and I offered direction on what I was looking for if I were to invest in this service. By the end of our meeting we jointly created an advertising strategy for my company. When the retailer is involved in a plans creation, it's hard to say no at the closing of it. He walked out that day with an $8,000 sale. Since that time I have seen incredible results for my company through internet use.
Points to remember
Listen
Listening skills are vital but some people listen but they don't always truly hear what the retailer is saying. Have you ever said, "I know what I want to say, I just don't know how to say it." If you walked in my store today and ask me what the vision was for the next 12 months. I would know it in my head but to verbalize it in a short amount of time may take some thought, be patient. It is very important to listen carefully and reflect on small bits of information not fully exposed yet.In retail the best sales person is one who first listens to the customer then educates them on the product and then listens again. This same interactive skill is important for the radio executive to develop
Educate
When you come to see me or any retail client, don't just tell us what you have to offer. Explain and educate to the fullest, the benefits of what you are presenting while at the same time asking questions and encouraging input and participation from me on its customization for my business. This will increase my comfort level in making this decision.
Remember, "Don't just tell when you sell, educate as well"
Summarize
And finally summarize back important point you and I have discovered in our meeting, assuring complete understanding and the inclusion of the retailer in this process.
