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RAB Research Archive

Lessons from a Bird Brain…



Living in Wisconsin, one of the best times of the year is spring. Spring represents new beginnings, rebirth and leaving the ugly days of winter behind. Metaphorically, it feels like we are in the spring of the COVID-19 crisis. There are signs of new life and indications that the ugliness may be moving to the rear-view mirror.

In my morning walk, I noticed a bird had built a home under our second-level deck. What I found most interesting is that there were no inhabitants of this newly constructed abode. With no technology and a minimalist approach, this bird had created a perfect home for the coming eggs. In other words: the bird, not needing this space now, was preparing for the future.

I was wondering: are we as smart as a bird when it comes to preparing for the future? This can take many turns of course, personally and professionally, but we’ll focus on the professional here.

Gordon Borrell is about to reveal new research this week in a free-to-members RAB live event: Are You Ready for the Grand Reopening? One of the things Gordon will reveal is that radio will be prominent as businesses re-open and start aggressively marketing.

The commonality? Preparation. Are you prepared? Preparation requires thinking, planning and assembling the necessary resources to deploy when the situation calls for them. One major difference between top performers and moderate performers in sales is the way they prepare to do their jobs. We have developed a tool called the Pre-Meeting Planner. It’s 17 questions you can ask before approaching a client or having a meeting to ensure you are adequately prepared. I’ll share three of the questions here.

1. At what stage in the process (7 Steps) am I with this prospect/client? 2. Have I given the customer a pre-meeting assignment or agenda? 3. If this meeting is to be successful, what will need to happen?

While you won’t be able to answer all 17 questions before each interaction, the goal of the tool is that you will be able to at least ask a few. Doing so will put you in the top 8% of sellers, in terms of preparation.

If you’d like the tool, just email me at Jeff.Schmidt@rab.com, I’m happy to send it. By the way, in survey after survey, the number one complaint of salespeople by buyers is lack of preparation. With this tool you can check that off.

Source: Jeff Schmidt, RAB





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