The Torx Screw
You walk into a hardware store and you’re greeted by an enthusiastic salesperson who exclaims, “We have a sale on Torx screw bit drivers today, would you like me to show you?” How do you respond? Most likely, “No thanks, I’m just looking.” Until I recently purchased a Jeep, I had no idea what a Torx screw was. Torx is a trademark for a type of screw drive characterized by a six-point star-shaped pattern. The purpose of the Torx drive system is to be able to tighten a screw more securely without stripping it. They are now common in decking materials for home improvement and in cars and SUVs because of the ability to securely fasten. Now that I have a Jeep, I actually need Torx screwdrivers.
Source: Jeff Schmidt, RAB
How does a lesson on hardware and tools fit into a sales tip?
Last week, I had the honor of participating in a panel discussion hosted by SoCast Digital. On the issue of radio stations expanding digital sales, one of the questions was, “Do you throw all available options at your clients and hope something sticks?”
Digital is simply a tool in your toolbox of marketing options and platforms. Leading with a digital product would be like the hardware store seller leading with a Torx screwdriver. What we mean by that is whether you are selling digital or traditional media, it all starts with strategy. Determine what the client needs, then choose the appropriate tools in your toolbox to accomplish those needs. The question of selling more digital is a function of two things:
1. Knowledge - Understanding what the tool is used for, what it does best and how it works.
2. Application - Identifying clients who have a need for what the tool does.
Rule number one that we teach our advertisers is that people don’t buy products and services, they buy what the product or service does for them
Similarly, when selling advertising, your clients aren’t buying :30’s, :60’s, banner ads or targeted display, they are buying what those services can do for them.
Identify what the client is trying to accomplish, then recommend the tools in your toolbox that can help them achieve their objectives. It all starts with a solid foundation of knowledge. Knowing what each of the tools in your toolbox does is critical to being able to offer the expert advice and recommendations your client’s need.
The RAB’s Certified Digital Marketing Consultant course would be a great way to build the foundational knowledge of the tools your clients might need. You can find details about the course HERE or contact Kim Johnson at email@example.com. RAB members, we have provided a wealth of information, research and resources for digital marketing in a section devoted to digital that you will find under Sales Tools, then Research, then New Digital.
Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on Twitter and LinkedIn.