Peter Smyth Discusses Pros, Cons Of Google Radio Ad Sales
June 19, 2007 at 6:57 AM (PT)
GREATER MEDIA Pres./CEO PETER SMYTH's latest "From the Corner Office" column warns that while GOOGLE's technology is "intriguing," "it's not time to surrender" to allowing GOOGLE to sell radio time unless "we can do no better than chase transactional business."
While praising GOOGLE's ability to expose radio to new advertising prospects, SMYTH says, "The true value of a radio salesperson is the experience, advice and creativity he or she brings to the advertiser's problem. You cannot take the human element out of the sales process. Too much valuable idea creation happens during the interaction on a local basis with the advertiser to solve their customer problems. It's more complicated than ordering a sweater from LL BEAN." He adds that radio stations need to "educate, train, support and invest in sellers who can and do find new prospects, understand business problems, collaborate with clients to create win-win solutions, and are able to defend a fair value for their work and the station's effectiveness."
You cannot take the human element out of the sales process.
Read SMYTH's column by clicking here.