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In my time as Market Manager of stations, I developed a friendship with a gentleman who owned ROI Media. ROI Media was a buying service that placed over 30 million dollars of advertising yearly. Les Boyle was a formidable negotiator during the workday. He was a loyal friend after 5:00.
One day we were visiting about radio stations and his frustrations in dealing with them. It seemed that many times, when he called stations to PLACE A BUY, he couldn't get through to anyone! After our discussion, Les sent me this letter. Although Les has been gone for some years now, I ran across his wisdom going through some papers in my office. I believe it is worth sharing with you.
"After much study and analysis, Wal-Mart headquarters in Bentonville, Arkansas, put in a phone mail answering system to bring more cost effectiveness to the incoming phone process. The story goes that Sam Walton went out on a business trip and attempted to reach one of his managers to no avail. Frustrated with the lack of human contact, and also not being able to talk to the manager, what do you think he did?
We are in the communications business. In fact, it is how we make our living. We sell clients on the effectiveness of our consumer communications.
The question then becomes, how are we dealing with the basic incoming communications to support our own sales productivity? Do not assume that you have all of the answers. Have a friend call your station(s) and find out how easy it is to talk to a seller. Are all of our station employees schooled in the "how to" of handling calls? Do clients and potential clients' calls get returned on an immediate basis? Probably not! Do you have a rule that calls must be handled immediately?
More that 50% of the calls that we make looking for rate quotes take at least two business days to get a response. Who is covering the sales desk? Who is tracking responsiveness? Do you have a formalized vacation back-up system? Are your managers managing the follow-up system?
We are in a PERSONAL SERVICE BUSINESS!
How many of your salespeople and managers list their home numbers as well as cell and office direct line numbers on their business cards? Is there a back-up manager's number, home or cell numbers, in the event that the salesperson is out of reach? Stuff happens. Emergencies occur and they are usually on weekends when the station is locked down. There should never be correctable barriers to solving client problems 24/7. Have a stranger call in and you may be unpleasantly surprised with how sales inquiries are being handled.
I do not think that phone mail saves money. I think that the lack of personal contact costs sales. And then there is "E"vil mail.
Are your people hiding behind email instead of maintaining personal contact? Email is indeed an over-used and abused communications system. Unfortunately, it has replaced personal contact more often than not. For those lacking in self-confidence or true belief in what they are selling, it becomes a barrier to hide behind. Turn off the email for a couple of weeks, insist on personal contact and follow through, nose-to-nose, toes -to-toes. You may find out who your real sales talent is.
As the technology has improved, true salesmanship has declined. Unfortunately, much needed sales training has disappeared as well. Not a pretty picture! As a buyer and somewhat determined negotiator, I like the lack of sales training. It makes it much easier to negotiate with Neophytes.
WWSWD?
Purportedly, Sam had the phone mail system shut down, but then, he was a bit of a customer service fanatic in his business-building approach."
I miss Les. I fear if he were alive today, I'd be receiving even more of these letters. He was right about so many things. Customer contact is one of the most important touch points we have. It should be a strong point.
Investigate your stations. Improve your process. Higher revenue awaits!
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