When was the last time you sat down with a client?
I’m writing this after just spending time with a Group VP whom I respect and like.
He told me that every time he makes a market trip (which is pretty much 3 weeks per month), he makes sure that the station he visits gets him a dinner or lunch with one of the larger clients in the market. It’s mandatory.
When I told him I thought that made a huge statement to his GM’s, he said, “Yes. But it’s also really great for me. It gives me a tremendous energy every time I get to have a client tell me about the impact we are having on their business.”
Last week, we had our annual meeting with our 10 Jim Doyle & Associates Senior Marketing Consultants. These are the men and women who will make over 4000 sales calls this year in TV markets large and small all over America. In one session, our group started sharing the impact that a station’s Digital and TV products have had on local businesses. They shared some amazing stories, and I found myself becoming really energized as one after another talked about businesses that had experienced huge growth by making some simple changes to their marketing and messages. Changes that always included spending more money with us.
I’m in a unique position. Week after week, our team is sharing those kinds of stories. Changes happening in TV viewing? I get it, and know it’s happening. But I also know, without a doubt, that we still have the ability to make a huge difference for the clients we serve. I know… also without a doubt… that when we deploy a “tradigital” combination of traditional TV and our digital assets, businesses can see results that are unmatched by any other form of advertising.
I know these things without a doubt because I see it every day. That’s why I continue to believe we still have lots and lots of opportunities with our core products. They may be different opportunities than a decade ago, but the rumors of our demise are not true, and I’ve got a whole bunch of advertisers who agree with me.
There’s a risk, I think, in spending all our time listening to the experts. Experts tend to convince us that things are changing faster than they are. I’m not naïve. Things ARE changing, and we must have strategies for change. But let’s not forget that we still have thousands and thousands of businesses getting a real measurable impact from our stations every single week. That’s what I get connected to every time I’m able to get out on a call.
There’s one other reason to make calls, at least for me—it’s good therapy. Before JDA, I was in a horrible ownership deal. Economic issues, partner issues, and “I made a couple of big mistakes” issues. On occasion, when I’d get home from work, my wife would say, “You must have made sales calls today.” When I asked her how she could tell, she’d respond, “You’re in a good mood.” Seeing customers always makes me feel better.
Get in touch occasionally with clients. It will help keep you sold on the power of our products.
Have a GSM or GM meeting in your future? Why not have Jim Doyle or John Hannon speak to your meeting about how to turn your sales staff into a Sales FORCE? We promise powerful, thought-provoking content customized to your company’s needs. Contact Jim Doyle at firstname.lastname@example.org or call 941-926-SELL.