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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
Justice Equality for AllJustice, Equality and Productivity for All Your phones are probably not ringing off the hook with hot new leads these days. Every new lead, or RFP (request for proposal) you receive, is more valuable than ever in the new media economy.
In the name of distributing leads ‘fairly’, many stations distribute their leads in equal rotation to all of their reps in turn. But is this ‘fair’ to your customers or you station?
Still others distribute their leads evenly among their account executives to avoid making difficult decisions or being accused of showing favoritism towards one rep or another.
You may have noticed that some reps consistently have average sales that are higher on new leads than others, but assumed those higher average sales were as a result of higher quality leads.
Not necessarily so.
Here’s the bottom line; not all leads are equal, and not all account executives treat their leads equally.
If your station is to be truly customer-focused, you need to be fair to your prospects first, and your account executives second. Matching your customers’ needs with the skills of your account executives will ultimately result in bigger sales for your station.
Some account executives are more knowledgeablein certain business categories than others. Some are better at discussing advertising strategy or ideas than others. And some are too busy to do a complete Customer Needs Analysis to realize a new account’s full potential, and simply take a token order and run.
When distributing leads, put the customer first! Who is the best rep for that particular lead? Who will give the customer the most time and expertise and generate the best results over time?
P.S. In the case of a tie between two reps’ abilities, try giving the lead to the rep who deserves it,as a reward for his or her recent efforts.
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