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RAB Research Archive

Are you out of your comfort zone?



This week the office thermostat wasn’t working. Winters in Wisconsin can be harsh, and a thermostat not working meant walking into the office with the temperature between 45 and 50 degrees. The job of a thermostat is to keep the office temp in a comfort zone near 71 degrees. If the temperature drops more than 3 degrees from 71, the thermostat tells the furnace to kick on. If it’s working.

We all have comfort zones; unfortunately, we are often not in control of our own thermostat. Dramatic changes in the media landscape have thrown many radio sales professionals out of their comfort zones. There is nothing wrong with being out of your comfort zone -- the challenge is how you react. Unlike a heating system where the goal is to bring the temperature back into the comfort zone, a professional comfort zone needs to move to meet new demands and challenges.

In my experience, there is no going back to “normal.” There is only moving forward to “normal” -- a new normal because you have moved your comfort zone forward to meet the new challenges.

Digital advertising is one of those paradigm-shifting events that continues to push radio salespeople out of their comfort zones. Some have decided to fight it and say it’s a fad and it will go away. Others have embraced it and learned new information about digital so they can evolve from radio salespeople to marketing professionals in their markets.

At the RAB we teach the “7 Steps to Selling Success.” One of the key steps is to identify problems your clients are having so you can provide solutions. In today’s media world, there are more choices for solutions than ever before. Are you aware of them all? Do you know how they work? Can you present a variety of workable, proven solutions -- in addition to those provided by your radio station -- with the ultimate goal of your clients’ success?

Facebook is one of those solutions. Are you aware that 73% of Small and Medium-sized businesses use social media to advertise? They are spending an average of 21% of their total budget on social media. Are you selling it to them?

The first step in raising your comfort zone is learning new information. With that in mind, the RAB has partnered with the Local Media Association and Dream Local Digital to offer you a comprehensive “how-to” playbook for selling Facebook advertising. It’s presented in a series of five lunch-time webinars, Monday through Friday, beginning March 20. As an added incentive, we’ve arranged special RAB Member pricing for you. Get the details and register now by following this link.

If you want to raise your comfort zone and be a true marketing professional in 2017, this training will help. Check it out.

Source: Jeff Schmidt, RAB





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