Radio Sales Today

RAB Sales Tips

Pluralistic Ignorance

In times of uncertainty, isolation and social distancing, it’s very easy for us to feel disconnected with each other. Even when these conditions do not exist, there is a phenomenon in social psychology known as pluralistic ignorance. What that means is that people feel like they are the only ones who feel or act a certain way, and that “normal people” don’t feel this or act like this – “I must be the only one.”

The danger of pluralistic ignorance is that people feel worse than they should about current situations thinking they are the only ones. You can help your clients who may be suffering from this phenomenon by sharing with them stories of other clients you’ve talked to, sharing your own experience and listening to them and assuring them that they are not alone. As the uncertainty continues, communication with clients and colleagues can be just what they need to help them through the uncertainty.

Here at RAB, we’ve been amazed at the level of compassion, caring and concern shown by our members, for our members and for our communities. We often think of radio as a one-way communication tool – one-to-many. In times like these, however, picking up the phone and communicating directly with your clients can be exactly what they need to lessen their pain and uncertainty.

These are not sales messages or typical “sales calls.” They are an opportunity for you to demonstrate your empathy, your concern and your interest in helping clients and colleagues in whatever they need. These are authenticity calls.

As a side note, even if these calls are “for them,” you will be amazed at how rewarding these connections will be for you. Try it and see if you can’t deepen some relationships and help some people today.

How many people can you call today?

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB