I get this all the time. And since I sell radio, people are often
surprised when I agree with them. Of course, I have to qualify
my statement. Radio doesn’t work … most of the time. And
if you show me a failed campaign, I can probably point out why
it failed. Ninety-nine percent of the time, it’s because the advertiser
went in with unrealistic expectations. This is usually the fault of the
sales rep that sold them the schedule.
My personal goal is to assess the following criteria:
· What value do you truly bring to the marketplace?
· What is your potential for success, relative to market
conditions?
· What kind of person you will be to work with?
· Will you be as ambitious for your company as I will be?
· Will you start a campaign with realistic expectations?
Answering these questions will tell us very quickly if we should
even discuss doing business. If we are on the same page, I will
present all of the reasons why you would not want to do business
with me. Therefore, we can prevent any future problems by
terminating the relationship before you go on the air. That way,
if we do start a campaign together, I can safely assume we will
continue our partnership for a long long time.
