Ok, I've given it away. I'm a U.S. Marine veteran who has guarded many a post. As I thought about radio sales today, this imperative from my military days came rushing back to mind. It's always been true that the way we sell is based on the way we identify ourselves. So today, I challenge everyone to stop. Think about it. And share how you identify yourself in today's rapidly evolving media ecosystem. Are you a radio sales professional? A radio marketing expert? A radio specialist? A radio account executive? Or do you use some other clever, creative descriptive to identify yourself when someone at a business networking event asks, "What do you do for a living?"
I'm looking forward to what people in this space have to say about themselves. This should be an interesting excercise that empowers, informs and perhaps even helps to perfect how we see ourselves and how we do what we do.
I refer to myself as a media solutions provider because my media house has 6 radio stations in one market, one online, and a 10 channels digital tv.
DJ, you rock! And you're rare!
Sidney,
Ten channel digital TV? Now that sounds interesting. We all know that in all media, content is king. Where does the content for your TV channels come from? Sounds like you have a lot of cool stuff to sell. Are you selling your varied assets as integrated markting tools or as stand-alones and how is that working for you?
A name that I choose when I first started and had new prospects calling me on it...and now, years later have not changed is
Frequency Fanatic!
In today's market, I don't think business people are looking for radio sales or account executives. They are looking for someone who can help them implement a total marketing plan. I prefer Marketing Consultant. Some of my clients refer to me as their Business Consultant.
Now that's different. How does that translate in a multi-media world (or do you only have radio assets to sell?)?
Jack, can you share with people what differentiates your approach to business from what is so standard among radio sales people. Gaining respect as a business consultant is no small task. Congrats!
Ultimately, my job is to help the client sell more stuff. In advertising, we can get them to the door but there are a lot of things the client does that impedes the sale. I point out those things (customer service, signage, parking, display of merchandise and price points, etc.). I help clients formulate a realistic, overall marketing budget and strongly ecourage the client to use the same message (and ad) across all media platforms.
Jack, that's what's up! It's an experience too few local advertisers get to experience when their local account managers come calling. Thanks for sharing!
When I'm in a small or large group setting and everyone stands up to tell a little about themselves I often use something like this. "You know, the truth is you really don't care what I do for a living. You only want to know if I can help drive more traffic through your door. I can. Let me show you how. I'm Jack Walker (stations - city - tagline)." The shock factor is well worth it.
