(By Rick Fink) As a media rep, whether you like it or not, you are being judged by your prospects and clients, not just at the beginning of your relationship, but all the time.
They are not just judging you on whether you are nice and professional; they are judging you on whether you bring value to themselves and their businesses.
Have you ever walked into a client or prospect’s business and when they see you, they dash out the nearest door? Or when you ask to see a client, the person at the front desk returns with, “They’re busy right now”?
Granted, sometimes it’s legit and they really are busy. However, more often than not, it’s an excuse! I have always suggested that when we walk into a business and the owner looks up and sees us, they make an immediate conscious decision. It’s either, “GREAT, there’s Rick and he brings value to my business, I love talking to Rick”, or “There’s Rick and I don’t have time to waste today. I know he’s going to try to sell me something!”
Are you bringing value to your clients, and what constitutes value? It may be articles about their business category, how to keep employees satisfied, or healthcare regulations. Anything that pertains to the many hats they wear as an owner/manager. You can find information on any topic, just Google it. But be careful not to deliver information about your product (radio) or your stations too often. And no, cookies have little to no value and DO NOT qualify!
How you deliver value is equally as important. Always emailing or dropping it off, in the same manner, will lose its flair. If you know they are not in the office/business, drop it off and leave a short note, “Joe, I ran across this article and thought you might find it interesting”. Even using “snail mail” is a good option. Be CREATIVE!
I challenge you to be honest with yourself. Do you bring VALUE to your clients and prospects, or do they see you as just a “salesperson”? How much VALUE you bring to your clients will be in direct proportion to how willing they are to see you, and more importantly, how much they will invest with you!
Starting today, make sure you’re always increasing your VALUE!
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