(By Rick Fink) One of the most iconic advertising slogans ever produced was for Fram Oil Filters, “You can pay me now, or pay me later”. The simple but powerful message was that proper vehicle maintenance will save you lots of money and headaches down the road.
So, how does that translate to media sales? Imagine for a minute that one of your biggest accounts just announced that they intend to make some drastic cuts. They currently use several radio groups, outdoor, and TV in their traditional media portfolio. When this happens, sometimes we know they are simply fishing for a “better deal”.
However, if they are truly making cuts, more than likely the client was already forming hard-to-change perceptions on which media or media rep they should cut long before that cut-back announcement was made.
“Preventive maintenance” is always more effective, and less costly, than “damage control”. It will not only save you money, but also a ton of headaches and heartaches!
Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?
A well-planned system of bringing “value” to your customers and being a resource to them rather than simply selling them and sending them invoices is key to keeping them, especially when it comes time to make cuts.
ENS Media’s SoundADvice Program is a proven system that will help media reps and stations build powerful relationships with their clients and prospects.
If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program. Here’s a recent testimonial that speaks directly to how SoundADvice can help keep YOU from the chopping block:
“I hope you and Belinda are doing well! I just wanted to share with you that I had a call from the manager of Grand Stay Hotel saying ‘Thank you’
for the inspirational messages through Sound ADvice!
She even forwarded it to the corporate headquarters and they were impressed! That’s all from you, so I wanted you to know about it:)
Thank you for all you do to help us!”
One of our most recent subscriber’s comments on the pricing of SoundADvice was… “Wow, why wouldn’t we do it!”
If you would like to implement a preventative maintenance program, call Rick at (605) 310-2062 to learn more about our SoundADvice Program.
NEVER Stop Learning – Get Better Every Day!
Rick Fink is President of ENS Media USA and Business Partner with Wayne Ens of Ens Media Inc. Ens Media specializes in helping media companies across North America create stronger partnerships with locally owned businesses and increase stations’ local direct sales with several proven revenue-generating programs.
