One thing I have learnt over the years is this…financial income – wages, donations, sales…all come out of one thing – relationship.
An employer will not take someone on unless they first know that they can trust them. In the Middle East, the biggest part of any business meeting is eating and chatting about family, life and values. In other words, relationship first. We are naturally suspicious of others who seem to want something from us – to meet their goals and needs more than ours.
Radio advertising sales is no different.
Before we approach a potential client, there must first be an attitude change in us. Call it a paradigm shift – and it’s this: The client is not there to pay my wages, or help me meet my sales requirements. Instead, I am there to help my client’s business grow. Sales people who have a genuine ‘give’ mentality, build better relationships with their clients. In fact, when they change jobs, they often take their clients with them!
For the future financial health of your radio station, you need guaranteed long-term income. The ‘back bone’ of this will come through loyalty from great client relationships.
I remember one radio sales veteran telling me he would just pop in to see his clients, to see how they were doing, and to see if there was any way he could help.
So, to cut to the chase – if I know someone is genuinely looking out for me, I will remain loyal to them.