A networking site for Radio advertising sales professionals.
Who does the cleint belong to, the sales person or the station?
I'm a long time sales person so I have my opinion on this one but I'd enjoy hearing your thoughts on who a client belongs to and why. I thought this would be a great way to get the week going for all of us.
Replies to This Discussion
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Permalink Reply by Chris Rolando on -
One last thought:
On the question on the table, how would the following companies answer this question:
IBM
Microsoft
General Dynamics
Merck
Google
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Permalink Reply by Hal Widsten on -
The client belongs to the station and the station grants the salesperson the right to do business with the client on the station's behalf.
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Permalink Reply by Paul F Robinson on -
I'm sure owners and managers have their particular view of this question, but as a sales person mine's just a tad different... I'd have to say it really depends on the sales persons style and technique I've seen many a client follow their sales person... if the sales person has proven to be a real asset to the clients company.
Now if the sales persons effectiveness has been marginal... then yeah- the client belongs to the station. But--- if you're really good...
He who finds it, mines it, makes it prosper... will often take it with him (or her)
in my humble opinion.
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Permalink Reply by Joel A. Swanson on -
Having been a salesperson, sales manager, and general manager; I have found that in most cases, that is only in the mind of the salesperson.
If you receive a check from the station (salary and/or commission), for what you do with the client on the station, then the account belongs to the station. IF you get paid directly by the client, then you MIGHT have a case (a small case).
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Permalink Reply by Alan Rock on -
As long as you represent the station, that client is the station's. If you leave the station, does that client leave too? If your station is working for the client (getting results), then I would suggest that the client belongs to the station. You might get that client because you are charming and full of ideas, however, if you are not getting results, that client will stop spending money on your station. Leave the station for another station and see if the client follows you. They might, until the results come in. In reality the client belongs to the client, not the station nor the salesperson and results create the bottom line.
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Permalink Reply by Bill Cook on -
A client or list of accounts is the property of the station. The sales rep, account exec, account manager, brand specialist (I know, none of us could figure that one out either) is an agent of the station who represents the station to the client...manages the account for the station...specializes the station for the client. Always has been...always will be.
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Permalink Reply by Mark A. Waddington on -
I have read all the posts, and am surprised at how many people think the sales person has at least partial ownership in the client list. This is not a complicated question. The client list belongs to the station. Even if a salesperson has prospected the client, the sales manager can switch the account to a different rep if he or she believes the new rep can get more money from the client. It is the sales managers responsibility to make sure every client produces maximum revenue for the station. That's what we get paid for. I know account assignment (or re-assignment) can be a difficult job sometimes but again, that's what we get paid for. As far as agency business goes, we are a small market and 85% of our business is local direct. All the agency accounts are house accounts. The client can't choose who they want for a rep either. I have found that some clients want an old friend to call on them because it is easier to say no. Again, the sales manager has to assign the account to the sales person that can get the most revenue from the client. Sometimes that is the rep the client wants and sometimes it is not.
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Permalink Reply by Paul F Robinson on
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I'll have to add it probably depends on the size of the market... having worked in a small market radio area for some thirty years I can assure you that I've seen a mass exodus of clientele with a couple of reps I've known. All I'm saying is that - it does happen.
Now, that being said. I'm not one of them... but have been in the wake of some very possessive AE's I can tell you that it does indeed happen... irregardless of some moral high ground some of you may maintain...
Looking back it may be because of the quality of sales reps that were left behind... did I just say that out loud? Nah- that'd be too harsh.. and perhaps self incriminating.
I haven't played in the big leagues where there are actually - gasp - copy writers... and layers of sales managers for this or that... we're small potatoes out here... not exactly thick with talent.
But love Radio!
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Permalink Reply by Fran Maze on -
To those belieiving that the the client belongs to the station. Have your station go messing around with clients on an agency’s list and see how fast it takes to lose the accounts.
There are cases when an agency buys around the station and the station goes directly to the client. This usually does not work for the station. The result is (if the agency is a heavyweight) that the agency retaliates by cutting budgets or pulling their other clients off your station. This is along the lines of the cliché about tugging on Superman’s cape.
The basic radio philosophy is that all advertisers belong to the station . . . . agencies come and go, but the station is always there. It is a very costly philosophy, when it does not work. . . .
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Permalink Reply by Joel A. Swanson on
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We have a great relationship with most of the agencies we deal with; but we still call on the clients "face-to-face" as well. It is surprising how seldom the agency bothers to even ASK the local store managers anything; or tell them what they are doing. We make sure the client knows EXACTLY what the agency is doing in their name.
Anytime an agency cuts back with us, we inform the client ASAP. It has been tried here twice in the last 12 months, and, because we had a good and honest relationship, the clients nipped it in the bud real fast.
It is the same with collections. We don't cut agencies any slack. When they approach 90 days, the client is notified. When they go over 90 days, a letter is sent to the agency and client. At 120 days, the client is taken off the air.
Agencies might "handle" the marketing and advertising, but that client belongs to my stations, and I will to keep them, and fight for them. There is no reason why it can't be a Win-Win-Win relationship.
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