What My Optometrist Taught Me About Advertising Sales

I went to the optometrist today (all this computer time is getting to my eyes…though passing by 40 may have something to do with it as well). Anyhow, in our greeting he asked what I did for a living. When I was done telling him I ran a business that provided sales, marketing, and tech tools for Radio — he said, “I had a radio person in here earlier today.” Oh…do I love hearing that. So, I followed up with a few questions and here’s what I found out.

1. He had been off Radio for at least a year.
2. He had been using TV recently.
3. He wanted back on Radio.

Here’s the lesson. If you have a client that has left Radio and gone to TV, print, or any other media; it may have nothing to do with the fact that he doesn’t like Radio anymore. It often just means he likes to mix things up. Often, when a client leaves us, we think they’re gone forever…they’re not. Keep in contact with advertisers. Don’t let them forget you’re there. Stay in touch with helpful information that can make you be seen as a marketing pro…not just a salesperson. Then, when they’re ready to get back in bed with Radio, you’ll be there to tuck them in again. Goodnight for now, TV.

One Response to “What My Optometrist Taught Me About Advertising Sales”

1. Big John Small Says:
   October 4th, 2007 at 11:35 am

   I agree… Back when I was selling radio, one of the first things I did in a new market was to look at the historical information on each client and formar client.

   It’s AMAZING to look at patterns, a client that is on for six months then off for three, then on for three and off for five.

   I would go to these clients and see what made them come off?… Then put a plan together to keep them on for the long run.

   Side Bar - Often the client was on with a new rep, then off when they were gone, then on with another rep, then off when they left, and so on.

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