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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.**
Passionate about your ClientsAre You Passionate About Your Clients’ Successes? Both of my daughters followed me into advertising sales. Like me, both started in print but wisely moved into broadcast. And you might think they learned from me, but I’m proud to say they’ve succeeded largely on their own.
In fact, I continue to learn from them.
Just last week my daughter Julie was describing one of her radio clients to me in her usual passionate fashion. When I told Julie I had never heard of that client she said “Are you kidding? They’re huge! And very successful!”
Embarrassed by my ignorance, I decided to learn about this hugely successful advertiser.
Then it dawned on me. The reason Julie is successful is she believes that all of her key accounts are the best at what they do!
She digs and probes until she uncovers something positive about each account that she can believe in. That belief then manifests itself into the passionate energy necessary to create successful campaigns her station’s listeners can believe in.
Are you as passionate about your clients’ successes as you are your own? Do you take the time to dig beyond the mundane surface to help your clients uncover their most salient attributes?
You know enthusiasm is contagious, but does your sales process help you grow your enthusiasm for every client? Or do you simply view clients as a means to your end or as accounts receivable problems?
Your most difficult clients can be challenging. It’s up to you whether you turn that challenge into a positive or a negative!
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