(By Rick Fink) Let me ask you this… Have you ever recommended to a client that they should consider buying from a competitor of yours?
Competitors aren’t just the other radio stations/groups. Your competitors are billboards (all OOH), TV, newspaper, magazine, direct mail, digital, sports sponsorships, etc.
Your first thought to the question might have been, “What, are you CRAZY? Why would I recommend my competition; they never recommend me!” Or “If I recommend my competition, I will be leaving money on the table that I could be asking for myself.”
If you have never recommended your competition, this seems a little bit crazy, doesn’t it? It just might be, but it can be one of the most powerful things you can do to gain a business owner’s trust!
For different reasons, there are times when recommending your competition is the right thing to do. One reason might be you don’t have the station that matches a demographic or coverage area that your client needs to reach.
Another might be that they have a budget to buy more than just your station(s), or a budget for more than just radio. There are others as well, but the bottom line is that doing what is best for your client is always the right thing to do.
When you make a recommendation to your client or prospect that they should consider buying from your competition, you will build instant credibility and transform from a media sales rep to an advertising professional!
Look for opportunities where you can recommend your competition.
Ultimately, It Pays!
NEVER Stop Learning – Get Better Every Day!
Rick Fink from ENS Media (www.ensmediausa.com) can be reached by phone at 605-310-2062 or e-mail at [email protected]
