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Making a Successful First Impression

April 25, 2018

No one is sure where the phrase began (some credit Oscar Wilde), but shampoo maker Head and Shoulders made the phrase “You never get a second chance to make a first impression” famous. The importance of this motto cannot be overstated.

Every sales rep knows that a relationship can be built or destroyed with a potential advertiser in the first few minutes of the first call. Like a first date, the first few minutes may determine the future. So what do you do to enhance the possibility of success?

Do Your Homework: Become as knowledgeable about their business as possible. Yes, visit their web site, but don’t stop there. Use the qualitative (Scarborough or The Media Audit) tools that you have in house to educate yourself on who their target customers and potential customers are. Look at their target (i.e., plan to purchase) by age, ethnic, gender, geography, income levels, media habits, etc. Also compare their profile with direct competitors.

When using this data in conversation, it is good to use the phrase, “according to my research.” This shows that you did your homework, but also protects your reputation if the advertiser’s data and/or perception are different than what your research shows.

Finally, spend a few minutes looking for news and articles on this advertiser and category. Don’t hesitate to use the RAB Instant Backgrounds.

Ask About Them: Like a first date, show a definite interest in them and their business. Don’t talk about your morning show, ratings, audience delivery, or great promotions. This first meeting should be about them. Get them to tell you about their business, challenges, and opportunities. If you win them over, you will have plenty of time to talk about you and your station.

This may seem like a lot of work for a potential dead end. However, by doing your homework and focusing on their business, you increase the odds that this will lead to a long-term highly successful relationship.

Need help, feel free to contact Research Director, Inc. at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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