(By Rick Fink) If you’re a country music fan, you probably know the words to Toby Keith’s #1 hit from 2001 titled, I Wanna Talk About Me! Here are the lyrics to the chorus:
I wanna talk about me, wanna talk about I
Wanna talk about number one, oh my me my
What I think, what I like, what I know
What I want, what I see
I like talking about you, you, you, you usually
I wanna talk about me (me, me, me, me)
When selling advertising, or any product or service for that matter, there are moments when we need to talk about “our radio station”, or “you”, but the majority of the conversation should be about them and their business.
Marketing expert Roy H. Williams says, “Business isn’t about knowing, it’s about doing. Selling isn’t about talking, it’s about listening. And advertising isn’t about your product, it’s about your customer.”
So, the suggestion made in Toby’s song is spot on, whether courting a girl or selling advertising.
During your initial meeting or a CNA with a client or prospect, how much of the conversation is about how great your stations are, the ratings, the coverage area, etc.? Or are you talking about the wants, needs, desires, and dreams of the person you’re speaking to and his or her business?
On your next in-depth call with a prospect or client, make it a point to focus nearly all of the conversation on them!
In a perfect world, the initial meeting with a new client should end with them asking you, “What station(s) or group are you with?”. Then, you’ll know that the majority of the conversation was about them and you’ll be off to a great relationship.
… but occasionally, it’s o.k. to talk about you!
NEVER Stop Learning – Get Better Every Day!