Home JacoBLOG Services About Contact
JacoBlog - Jacobs Media's Blog: Fast, Faster, Fastest...
My Photo

Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.


Bookmark and Share

August 2011

Sun Mon Tue Wed Thu Fri Sat
  1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31      

« La La | Main | NPRock Radio »


Dick Hungate

Then the regional or national account exec has
failed to do his #1 job---qualifying the client
first, finding out their product or service's USP,
and constructing a package that truly augments
whatever OTHER ads are running. I'll say this
about my former employer Cox Radio...their sales
training sets a WHOLE NEW STANDARD of excellence.
Nobody is even allowed to pitch before graduating
from an elaborate, sophisticated "college" of sales
in which the credo is "qualify, qualify, qualify".
Cox's schooling and mentoring goes on for WEEKS!
I have gone on several sales calls where the Cox rep
said, "You know what? Our station actually is not
an efficient fit for you guys...you need a combo of
urban and direct mail (or whatever)". And we get in
her car and my jaw is hanging open as I reflect on
the substantial commission she left "on the table".
But talk about scoring credibility points with the
prospective client! And how many times do you think
that business operator will sing that AE's praises
to OTHER owner/operators with whom they network??
Professional, ethical, "bigger picture" selling
grows the AE's rep almost to mythical proportions.
I've watched over a career spanning 38 years literally
HUNDREDS of new reps try every conceivable gambit.
Inevitably, it was the ones that did what I just
explained who excelled and progressed to senior
management (not to mention, went from driving a
beat-up Nissan Sentra to a Lexus 450). Efficiency
that gets results and disuades agency buyers from
trying sexy new alternatives such as internet stems
directly from proper pre-qualifying...getting inside
the skin of the prospect as I saw Cox reps do...and
then cobbling together a clever and sometimes
unconventional assortment of alligned ad buys.

The comments to this entry are closed.