(By Radio Ink Chairman Eric Rhoads) Today, and over the following days, you, the sellers of radio, will be faced with some difficult conditions. No matter who won the election, 50 percent of your customers were going to be depressed and upset, and 50 percent were going to be elated. Some of your customers will see this result as the end of America, while others will see it as the great hope for their business. You, as a radio seller, cannot win by stating your opinions to your customers.
Instead, if and when it’s brought up, you need to let them talk, and you need to listen. Not engaging in a political discussion, but redirecting the discussion to their business. Engagement may fuel a distressed customer’s current state of mind and keep their decision-making locked up. Those who are upset have to continue to do business, and now, more than ever, they need to remain visible and drive people to that business. Those who see opportunity need to do the same.
The next few days will be especially emotionally charged. Things may calm down a little after that, but this won’t fade fast. And some will carry this for the next four years. It’s important to understand that any problems people see coming — “the end of the world,” “the end of America,” and so on — are more perception than reality, especially in terms of the areas that will affect their businesses. The reality is that we all have to conduct business as usual and get back to the core tools that make us successful. That means staying visible and asking potential customers for business.
Even if things were to change dramatically, it would probably be a couple of years before any direct impact is seen on businesses. (Other than stock market impact, of course.)
As you speak with customers, I encourage you not to engage in political discussion, and you certainly should consider avoiding your personal opinions in discussion. Let them vent, and then ask, “How does this impact your business, and what are you going to do to make sure your business continues to thrive?” Then wait for an answer. Help keep them focused on BUSINESS, and help them see the need to keep it strong and growing.
Many businesses have stopped promoting because of the polarizing environment, so now it’s time to redirect the conversation to their business and help them move forward.
Help them see that nothing will change anytime soon, and maybe nothing will change much at all, in terms of any impact on business.Help them see that they need to continue to focus on their business, no matter what direction they think things will go.
Remember that there is opportunity in all things.
Also, the 50 percent who hoped for this result are feeling pretty good right now, and this might be a great time to reach out to them and sell them because of that confidence. And they have to be reminded that the same is probably true for their customer base.
You may also want to consider that your personal social media accounts remain neutral (and certainly your business- or station-related accounts, unless of course your station is in the political arena). Also remember, your personal account is perceived to be business-related just because of your affiliation with your station, and some on your friends list may be customers.
Personally I never ever share my political or religious thoughts because it’s bound to irritate half of my readers, advertisers, and employees. Tempting as it is, one passionate post seen by one of them could turn them into an enemy because things are so polarized at the moment.
Don’t take the bait.
Consider being sensitive to what you comment on in social media, because it could result in your losing a good customer who happens to see it. As a media company that does not “do” politics, I consider our job is to remain Switzerland. Why take a chance of losing advertisers or readers or subscribers because of our personal opinions? You may want to consider that for your stations.
People are so emotional right now that they could easily get even by cancelling an ad campaign. No matter what, 50 percent will disagree with you, and some are so angry that they could take it out on you if you share your opinion. No matter which way the election ended up, half of your customers would have disagreed with the other half. Before you start firing off your opinions, ask yourself if you care if it affects your business and your ability to sell advertising. If you do, think twice.
Eric Rhoads ([email protected])
PS: Hope to see everyone at Radio Ink Forecast at the Harvard Club next week. The impact of the election on the economy and specifically the advertising world will be addressed by many experts, including Sean Hannity, Gordon Borrell, and NAB CEO Gordon Smith. You can learn more at www.radioinkforecast.com.
