Successful Local Broadcast Sales

CHAPTER

24

The Value of Super-ServicingYour Local Client

RELATIONSHIP SELLING AND HOW IT PAYS OFFTO HANG OUT WITH YOUR CLIENTS

Cardinal Rule: Neglected customers cancel. They do. It’s a fact. If you don’t stay in touch with the client you have on the air, you can bet that you’ll get a call that says, “Cancel my spots.” It’s the client’s way of saying, “You used to call me all of the time when you wanted my business. Now that you have it, you never call any more. So, I’m taking my ball and I’m going home.”

Here’s an example to consider. A church ...