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RAB Research Archive

Being productive in 2016



I understand how busy multi-tasking radio sales managers can be today. I also understand it's pretty easy to get bogged down pouring over spreadsheets, creating forecasts, reading fiction (a.k.a. call reports) and a long list of other paper-shuffling and data processing tasks.

But there is one activity you should consider this year that will only take one hour per week that will produce more revenue for your stations.

Simply identify your top 50 clients and meet with them face-to-face, one per week, without an account executive.

You might do it over lunch, breakfast, or invite yourself for a tour of the client's business. During each meeting, plan to achieve the following three goals:

1. Thank them for their business. Your top 50 clients want to feel like your top 50 clients, and feel their business is appreciated.

2. Ask them how THEY are doing. Use these face-to-face meetings to keep your fingers on the pulse of the market. Look for bright spots you can share with your sales team, and problems your stations might help solve.

3. Ask them how YOU are doing. How can your station, your rep, and you, serve them better in the coming months.

Do this with one client per week, and I can guarantee you'll be a better manager, and book more business in 2016.

Source: Wayne Ens, ENSMedia Inc.





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