Radio Sales Today

RAB Sales Tips

Something to Ask Your Advertisers

Growing the relationship you have with your advertisers is key. Staying on top of trends, bringing them new information and helping them answer sometimes-difficult questions can set you apart as a necessary and trusted partner and resource.

In March, RAB is doing a live presentation, Marketing with Purpose: Driving Growth through Trusted Brand Experiences (RAB members click on the title to register). On, you’ll find the Marketing With Purpose playbook from Microsoft. You’ll find it in our new Business Accelerated section of

At the center of the Venn diagram shared in the report is TRUST and how important it is that consumers trust the brands and people they do business with. At your next client meeting you might consider asking them this question:

“Do your customers trust you?” The follow-up: “How do you know?” Trust is an important component of any relationship, and the business relationship with consumers is no different. In Microsoft’s playbook, they offer six ways your clients can demonstrate responsibility that can build trust:

1. Delivers on promises made in their advertising and marketing

2. Respects customer privacy

3. Protects customer’s personal and sensitive information

4. Is open and honest about how personal data will be used

5. Proactively solves issues if products/services do not deliver as expected

6. Provides accessible customer experiences

Think of the great conversation you can have with your clients and prospects by having a conversation focused on trust and providing those consumer measurement points from the Microsoft playbook. If you choose to have the conversation, we’d love to have you share the results.

Jeff Schmidt is SVP-Professional Development at the Radio Advertising Bureau. You can reach Jeff at or follow him on social media: Twitter and LinkedIn.

Source: Jeff Schmidt, RAB