RADIO
Customized Radio Sales Creative
WAVZ
2020  Radio Wavz in Tullahoma, TN Website by North Country Website Design.

Managing Expectations

One of the biggest lessons we’ve learned is how fast a client relationship can go south if there isn’t a clear understanding of what a client expects their advertising will do.  All too often radio reps are taught The Sale Is The Thing.  We’ve been told repeatedly by sales managers to sign the contract and work out the details later. That’s great if you want to be in business for six months to a year.  We prefer long-term relationships, not one-night stands. Good business relationships begin with clear communication, including understanding expectations.  When you sell a 13-week flight, you’re setting yourself up for failure.  Making sure clients clearly understand how radio works (long term) avoids the otherwise inevitable “Your Station Doesn’t Work” phone call. When a client signs an annual contract, they need to understand that the commercials they run today act as the foundation on which tomorrow’s/next week’s/next month’s commercials run.  They won’t see returns until week 13 at BEST.  But, properly implemented, the results they get around week 35 will be much better than the results from week 17. Before the contract is signed, we need to ask the client “What do you expect from your advertising?”  And we need specific answers.  If it’s a restaurant, do they want an additional 10 dinners a night?  A car dealership needs – what, an additional 10 cars sold a month?  Being as specific as possible up front helps us both design a campaign that meets specific goals, it also assures them during those sleepless nights when they have paid a few media bills and have yet to see results.  AND it also avoids any misunderstandings on that One Year Anniversary meeting when we analyze the campaign for effectiveness and take the next step for year two. It’s a cliché, but we are absolutely in the Underpromise/Overdeliver Camp. Managing Expectations is a key step in doing it – and keeping advertisers happy and growing.
ood business relationships begin with clear communication
RADIO
WAVZ
Creating Sound Solutions
2020  Radio Wavz in Tullahoma, TN Website by North Country Website Design.

Managing Expectations

One of the biggest lessons we’ve learned is how fast a client relationship can go south if there isn’t a clear understanding of what a client expects their advertising will do.  All too often radio reps are taught The Sale Is The Thing.  We’ve been told repeatedly by sales managers to sign the contract and work out the details later. That’s great if you want to be in business for six months to a year.  We prefer long- term relationships, not one-night stands. Good business relationships begin with clear communication, including understanding expectations.  When you sell a 13-week flight, you’re setting yourself up for failure.  Making sure clients clearly understand how radio works (long term) avoids the otherwise inevitable “Your Station Doesn’t Work” phone call. When a client signs an annual contract, they need to understand that the commercials they run today act as the foundation on which tomorrow’s/next week’s/next month’s commercials run.  They won’t see returns until week 13 at BEST.  But, properly implemented, the results they get around week 35 will be much better than the results from week 17. Before the contract is signed, we need to ask the client “What do you expect from your advertising?”  And we need specific answers.  If it’s a restaurant, do they want an additional 10 dinners a night?  A car dealership needs – what, an additional 10 cars sold a month?  Being as specific as possible up front helps us both design a campaign that meets specific goals, it also assures them during those sleepless nights when they have paid a few media bills and have yet to see results.  AND it also avoids any misunderstandings on that One Year Anniversary meeting when we analyze the campaign for effectiveness and take the next step for year two. It’s a cliché, but we are absolutely in the Underpromise/Overdeliver Camp. Managing Expectations is a key step in doing it – and keeping advertisers happy and growing.
ood business relationships begin with clear communication