The Most Important…
How long is the to-do list today? It probably includes that you are going to hit your budget for the month, call one hundred prospects, offer them all great ideas, work on strategy with your great current accounts, and turn in all of the paperwork your manager is asking you to do. All of the sudden the day is over and you feel that you didn’t achieve your goals. Overwhelmed and frustrated the drive home begins and you think to yourself: If only I can get it all done tomorrow. We can’t and we won’t. We need to instead focus in on doing the three most important things that you need to get done that day that will have a BIG impact on what you are trying to get done at your media outlet.
The critical lesson radio sales must learn
In the 1970’s and 80’s, the company I worked for employed a programming consultant for our major market AM radio station. He was considered a top consultant in the industry at the time, with many years of experience advising the top stations in the country. Similar to other top consultants of the day, he was very precise on music selection and rotation. His strategies on music programming however, were based exclusively on his experience and perspective. For years, (when the competition among radio stations was much less than after the popularity of FM Radio exploded,) he helped many stations achieve great success. Predictably, he became quite confident that he was expert in knowing what audiences wanted from a radio station; in fact, he became quite cocky and inflexible in his direction to stations. This hubris almost destroyed our station. Here’s the critical lesson we learned that is especially relevant today for radio sales departments.
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Your readership at RBR must be exploding. I've had a ton of calls and emails regarding my memo "Opportunity, Automotive Service."
Most of them are...