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Sales Tip - We Have Met the Enemy

You may remember the old quote from the Pogo comic strip: "We have met the enemy and he is us." It is an old line, but digital media are giving the line new meaning.

We often try to sell digital the way we sell radio. Digital buyers think differently.

Discuss with your advertisers and prospects their digital presence, digital objectives, digital successes, and digital failures. Get to know what they want from their digital marketing and recommend solutions to them that include social, mobile, online, reputation management, and search.

You may not be able to provide all of these solutions so look for providers you feel comfortable recommending...perhaps agencies or vendors in your market.

Discussing the big picture, whether you have a solution or not, sets you apart from the traditional style of salesperson who is just out to make a quick sale. Your professional consultative relationship will pay off in larger, longer, and more orders for you.

Source: John Potter, SVP/Professional Development, RAB