Monday, October 10, 2011
October 10, 2011
I’ve said it before and I’ll say it again ... I do hope you subscribe to the RAB and further, that your sellers subscribe to the Radio Sales Today newsletter. In a recent edition, John Potter brings up a great subject.
What’s your favorite question when doing a C.N.A.?
Check it out:
I've asked many of the top billers in our industry for their favorite Client Needs Analysis (CNA) questions. Most have a question that seems to get the client to open up better than other questions. I heard several sample questions at the Radio Show in Chicago a few weeks ago.
Wendi Power, VP/GM of Cox Media in Tampa, likes to ask: "If you were to win a free business consultant for one year, what would you want them to help you tackle in order of importance?"
Jon Erdahl, President of McVay New Media, asks: "People buy stories ... what is yours?"
Mike Hillstrom, former broadcast sales executive and now President of Select Marketing Group, likes any questions reps ask of him that are followed by true listening and not replied to quickly with a station sales pitch.
My favorite question: "When you meet somebody new at a cocktail party and tell them what you do, what reaction do you get?"
Source: John Potter, VP/Training, RAB
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