how to talk to your clients now…. …begins...

How to Talk To Your Clients Now….

Today’s webinar…

Upcoming Webinars for your calendar:

…begins soon

Sales Webinars:

How To Craft Your Messaging In Times Of Uncertainty (Free for RAB members)April 1st at 11 a.m. CST

Work From Home (WFH) Strategies To Maximize Productivity (Free for RAB members)April 8th at 11 a.m. CST

How Data Can Increase Your RevenueApril 7th at 10am or April 9th at 3pm CST

All webinars are Central Time. Details on RAB.com under the Training link

Call Kim Johnson for training support…

On-Line certification classesRadio Marketing Professional (RMP)

Certified Radio Marketing Consultant (CRMC)Certified Digital Marketing Consultant (CDMC)

Certified Digital Marketing Professional CopywriterCertified Radio Sales Manager (CRSM)

SPECIAL OFFER: FREE Radio Marketing Professional (RMP) Course if registered and completed by 4/17/20

kjohnson@rab.com972-753-6759

Things You Should Know

Ø On-Demand link will be available– Check your email– Might be in your ‘junk mail’

Ø Lines are muted– Q & A– Type your message

Ø Problems?RAB Member Response800-232-3131

businessunusualHow to Talk To Your Advertisers Now

Requires Exceptional Communication

Jeff SchmidtSVP - Professional DevelopmentRadio Advertising Bureaujschmidt@rab.com

Dave CasperSVP – Digital ServicesRadio Advertising Bureaudcasper@rab.com

Erica Farber said it best…

•Be safe…•Be mindful…•Be calm…

What we will cover

The skills required to be successful now

Being a proactive communicator

Being a good listener

Three strategies for helping in time of need

Revenue/leadership actions for disruptive times

Communication tools to maximize your impact

Ideas to help

The required skills…

•Empathy•Expertise•Problem solving skills

em·pa·thy/ˈempəTHē/noun1.the ability to understand and share the feelings of another.

ex·per·tise/ˌekspərˈtēz,ˌekspərˈtēs/noun1.expert skill or knowledge in a particular field.

Problem Solving SkillsProblem solving skills refers to our ability to solve problems in an effective and timely manner without any impediments. It involves being able to identify and define the problem, generating alternative solutions, evaluating and selecting the best alternative, and implementing the selected solution.

Don Beveridge defined the mission…

To identify, and then satisfy, the CUSTOMER’s needs, profitably, from the CUSTOMER’s point of view.

Three strategies for helping clients

•Care about them• People first, business second

•Be Proactive – Don’t wait•Communicate frequently

How to talk to your clients now

•Acknowledge concern (valid business reason)• I’m calling to check in with you to make sure you are safe, and to see how you’re doing.

•ListenHearing is passive. Listening is active. The best listeners focus theirattention and recruit other senses to the effort. Their brains work hard to process all that incoming information and find meaning, which opens the door to creativity, empathy, insight, and knowledge. Understanding is the goal of listening, and it takes effort.

Listening requires, more than anything, curiosity.

Murphy, Kate. You're Not Listening. Celadon Books.

•Pick up on the “non-verbals”• Rushed talking• Crackling voice• Out of breath

•You may be the only calm voice they’ve heard•You’re not handling objections•Ask about current business status

• Open, closed, etc.

•Offer encouragement / support• Pluralistic Ignorance

• Tell stories of others you’ve spoken to• Listen for opportunities to share what your company is doing to help

• Ask what they need now• Give them your cell number/personal contact info

• Give permission to call you anytime

Preparing for the call

• Be organized and make sure all your communication is driven by your desire to support and help (includes out of office replies, etc.)

• Make a list of prospects/clients to reach out to each day • Call them and use the tone/manner and talk points (covered

earlier) • Develop some short-term and long-term solutions • Circle back with them every X # of days, etc.

Customer contact…

•A Car Dealer Perspective• Primary concern was employees• New car manufacturers coming out with unprecedented incentives

•Operating in “survival mode”• Sell our way out• Save our way out• Combination

“I believe within 45 days we, and likely most businesses, will be stronger than ever and back to whatever we call the new normal at that time.”

•A Restaurant Owner• Just opened the doors 7 months ago• Deeply concerned about survival. Will offer pick-up/delivery for a week and “see how it goes.”

•We’ll get through it, but we may have to close for a while to ”ride it out.”

Revenue Leadership In Disruption

https://www.alexandergroup.com/insights/revenue-leadership-actions-for-disruptive-times/

The strongest relationships are often galvanized during the most difficult times. Identify and align on the highest priority customers, noting that past volume alone should not be the only variable. For example, customers contributing to emergency relief or those with acute supply chain issues should be considered high priority. Once you establish a prioritized list of key customers, develop a proactive communication and engagement plan for this crucial group.

Prioritize Key Customers

https://www.alexandergroup.com/insights/revenue-leadership-actions-for-disruptive-times/

Marketing departments can play a crucial role by synthesizing new insights and generating segment-specific messages that speak to particular audiences. These messages serve a two-fold purpose. First, they can be broadcast with tailored points of view through traditional marketing channels. More importantly, pre-populating a playbook with value messages to specific customer types will help field sellers adapt to new channels of outreach, such as video.

Update Client-First Plays (marketing messages)

Just Ask RAB!

• New webpage resources• Frequent updates• Free Radio Marketing Professional (RMP)

(Online Training through 4/17/20)

• Free Webinars on-demand

Positioning Radio for Business Unusual• Each month in The Pitch, RAB provides you with a few facts as to “Why

Radio” for three categories of business. Selling the power of radio as a medium and integrating your stations’ specific attributes, regardless of the category, is paramount among those not familiar or sold on why radio will meet their goals.

• During times of crisis and uncertainty… (see The Pitch for more)• History proves that when brands continue to communicate…(see The Pitch

for more)

Communication tools…

Dave Casper SVP Digital Services

Communication at a Distance

• Phone• Make sure calls are clear and your headset is

working well.• Test by calling yourself and leaving a message• Consider upgrading your headphones /

microphone• Especially at home, avoid speakerphones• Think ahead

Communication at a Distance• Video

• Make sure your webcam is clean and clear• Devote sometime to framing your video

• Messy / cluttered backgrounds can be distracting –keep it simply (search “video conference tips” on youtube)

• Lots of natural light is always best• Camera should be eye-level• Speak to your camera, not the video• Pay attention – everyone can see you• Try to be still

Video Conference and Sharing

• Free / Low-Cost Options • Facetime (Apple / MAC only)• Skype and Skype for Business• Google Hangouts Meet and Chat

• Advantage: Cost and accessibility• Disadvantage: Limited functionality and

platform dependent

Video ConferenceZoom

(zoom.com)

Video ConferenceBluejeans

(bluejeans.com)

Video ConferenceGoToMeeting(gotomeeting.com)

Advantages

• Face to face meetings• Multiple participants• Combine video / audio with optional dial in

numbers• Share video and files like PowerPoint• Free starter accounts

Disadvantages

• Require a download• Computer audio / video can be tricky to set up

the first time• High-tech vs. high-touch• Cost (beyond free trial)

Other options• File Sharing

• Google Drive and Microsoft OneDrive• LinkedIn’s Slideshare.net• Dropbox

• Screensharing• Screenleap.com• Join.me• Teamviewer.com• Skype

Ideas to share

• Craft an appropriate OOF (Out of Office) email message• Personal ads on your station from staff• Link multiple clients, even non-related, to run commercials together • Use company social media channels• Develop a special webpage for client announcements (who’s open)• Focus messaging about the future and hope• Act as a resource to local government• Voice message greeting support/tech support

What we covered

The skills required to be successful now

Being a proactive communicator

Being a good listener

Three strategies for helping in time of need

Revenue/leadership actions for disruptive times

Communication tools to maximize your impact

Ideas to help

The next RAB Free Webinar…

Questions?

We are ALL in this together…

And we are ALL doing our best to figure it out

• Don’t try and go it alone• Social distancing does not mean social isolation• Get fresh air, take a walk, exercise• Don’t be afraid to ask for help

There is a future and it’s bright…