Radio Sales Today

RAB Sales Tips

Hope Is Not a Strategy

I hope my clients don’t start canceling.

I hope they don’t shut down that major concert event again this year.

I hope this virus goes away for good this time.

If there’s one thing I’ve been quoted saying it’s, “Hope is not a strategy.” Hope is a great attitude, but it must be backed up with a plan. Hope is a positive expectancy. Hope with a plan can get dramatic results. Hope without action will often result in disappointment.

Sales professionals are on the front lines of economic growth and prosperity in their communities. If you think about it, nothing happens until a sale is made. Sales are the grease that drives the economic engine, and as a salesperson, you can make things better, not just hope they get better.

Here are some questions to ensure your hopes turn into reality:

We hope things will get better: What steps are you taking to ensure they get better? Are you talking to more prospects, are you providing greater value to your current clients? Are you increasing your own marketing knowledge and business expertise?

We hope this client will buy: Have you prepared a presentation that is specifically addressing the most important need of the client? Are you solving her most pressing problem? Have you given her a value proposition that makes not buying impossible?

We hope to hit our goal: Are you communicating with enough people? Do you have enough business in your pipeline? Are you constantly looking for prospects and new business new categories that have emerged in crisis? Have you gone deeper into your current accounts looking for new profit centers and new ways to help?

We hope this new seller will make it: In the past, the standard was to give new sellers a rate card and a phone book and wish them good luck. Are you providing a comprehensive learning protocol to ensure their success? Have you paired new sellers with a successful seller in a mentor relationship? Do you have a repeatable sales process that your new sellers can follow to ensure success? We would encourage you to make a list of the things you hope for both your personal and professional lives. Then ask yourself, what action steps can you take to turn your hopes into reality? With the right attitude (hope) AND action, anything is possible.

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