CPR Promotional Check-Up - Nov 23, 2011
November 23, 2011
Client Hot Buttons
I had an intern once. Let’s call her “Debby”. Debby could meet you in a social setting and through an ingenious series of questions, leave, knowing every one of your hot buttons. And then she would push them. Which explained a rather meteoric rise in her career. Debby scared the crap out of me. And then she found her calling: Sales.
In her first face-to-face with a client, she’d, like a CIA operative, commit to memory every little personal item in the room. A photo of you golfing? A photo of your daughter on a horse? These were all filed away and put to use. She knew that a really tough club owner was involved with the Toastmasters. So she joined. Gave her quality time with the rube every week or two. She landed him. Stole him from the competition.
This is a good skill to train the AE’s on. Everyone has a button or two. Especially anything charitable. Google your clients. Find out what committees they’re on, what they volunteer with. This is killer info.
Now is the time that sucking-up, massaging, entertaining and courting will be most beneficial. Cox in Birmingham has gone to NYC and Atlanta and taken out the buyers.
When I worked at Emmis they annually did huge, expensive bashes. No one is expecting that of you.
Drinks and food at the station? That’s great. And probably tradeable.
Bowling 4 Spots You can’t do a bowling event and fail. Or, at least, you’d really have to work at it. What about a client party at a bowling alley and the team with the best score gets a sked. You want to have fun with it. Encourage people to come in tacky bowling shirts. Do a beer frame. Bowl backwards. Mix and match teams so you have clients bowling with other clients AND the airstaff.
Networking This is also a great op for them to mingle and meet other businesses for the purpose of sharing resources and services, to save themselves money.
Wine Tasting I went to a Newcap thing at CMW in Toronto and the label feted the PD’s with a wine tasting seminar. And you know what? It was pretty damn cool.
Entertainment We had Louie Anderson do standup at a client party once. He gave up and walked off after five minutes. No one was listening. They were schmoozing. You want something that people can participate in...if they choose. When we moved Wild in SFO to its new digs, we had an open house and Mancow’s psychic, Sharon Capehart, sat up in an office and did readings. Line all the way down the hall for it. Having a magician walking around and doing tricks would be good.
Movies Free movie tickets are bigger now then ever. Because it’s a luxury and people love to go see them...if they can afford them. B-103.9 in Ft. Myers did a charity thing where people could choose a station shirt, CD, or movie tickets. Everyone wanted the tickets.
I’d make sure your clients get some to all the screenings that you do so they can take their family out for some free entertainment.