Happy Friday, everyone!
This week's poll question was prompted by a recent blog post* written by sales trainer and friend Phil Bernstein of Portland, OR. In Have You Earned the Right to an Annual Commitment? Phil discusses the danger of taking for granted advertisers who have signed annual contracts, and advises, "To earn the right to a long-term customer, you need to treat them as if the contract is up for renewal every month."
So here is this week's poll question:
How do you service your long-term advertisers?
Looking forward to reading your replies!
*Phil's blog posts are a great resource for any sales professional; you can subscribe to them here.
I am semi-retired, but like to stay busy, so I handle about 30 accounts for the stations who graciously allow me to handle the accounts for them. About 80% of them are "Sustaining," or on annual agreements. Those accounts see me regularly, some every two weeks, others once a month. I make sure they are running the best commercials we create, often involving the clients voices and/or customer testimonials. I let them know about upcoming promotions and community events that they might like to be a part of. Relationships are the key here, and that, with professional servicing, will keep businesses advertising with you.
First, remember that this is a year long relationship.
Second, remember that the job does not end when the contract is signed, it begins!
Third, don't forget the client. Drop by, weekly or at least monthly to say "High".
Fourth, the job of renewal begind at least 3 months before the contract expires. Don't push it, just bring it up in conversation.
Fifth, if you wait till the end to buy lunch or bring donuts or tickets, you waited too long.
I once had a big televangelist who only bought for his giant Christmas epic. I always called on the hotest day in July. It was just a howdy-do but I wanted him to know that although it was 105 outside I was looking forward to next Decembers production. And, come November, I got the buy,
