hi all,
the concept of value addition is getting complex and more complex each day....what does it exactly mean and imply especially for radio sales?
Regrettably, value added means no more than, "What can I get for free?" "The spot rate is not enough, the schedule is not enough, your CPP is not enough. I want more" "Give me free spots. Give me a free sponsorship that some other client has to pay for. Get me tickets for the staff or to give to my clients as if I'm the one whose being generous."
It's bad enough when they beat us down on the rate,and demand overnights, etc. They simply refuse to see the value of the station.
Then there are some who do it just to watch the rep jump. I've seen clients get flat screen TVs and iPods and limo trips to the hot concert just because they dangled a buy in front of some desperate sales rep. Added value is the result of a buyers market.
