Happy Friday, everyone!
This week’s poll question was suggested by David G. Stern of Iola, KS:
What is your station’s policy when a mistake in a client’s advertising schedule is made by a sales rep or a member of the production team? (Example: the sales rep discovers too late that the bonus ads she promised the client are not available.) Do you have a “make good” policy? How do you support your sales staff when they make a selling error?
Looking forward to reading your replies . . . and thank you for the poll question idea, David!
Our station provides "two for one" for missed ads or ads that are in error. If five ads played with incorrect information, then we provide ten ads back in compensation. We also, naturally, apologize for our error and always admit our error to the customer even if they were not aware that one occurred. This does not happen very often (maybe two-three times a year), and is a stark reminder to all staff to be accurate and thorough with every order for every customer. Just like any business, we don't like to give away our merchandise. We all make mistakes, and hopefully, will learn from them. I have found that the level of customer service provided when a mistake occurs often builds an even stronger relationship with the client because they know you truly care.
We run (1) make-good for every (1) that airs in error, e.g., runs without client production approval, incorrect production airs, scheduling errors or omissions. Make-goods are scheduled same or subsequent month - we do not 'bank' them for clients to use whenever. We never ever argue the necessity for the make-goods. If we commit an error, we make good on it in full at no charge.
Regional/national agency buys often have their own requirements - most often 2-1 in same or subsequent month. Because these buys come 3 or more months in advance, errors are rare on these orders. Local scheduling - that's another story!
We do make goods on a 1-1 basis even if the client insists that it's not necessary. Those are the cases where you really build loyalty.
For every spot missed we give two in return.
Usually, regarding 'make goods' stations will do whatever it takes to keep the client, on a case by case basis.
Sales staff errors are a case by case basis, to. Ed
