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Why 'Always Be Closing' Is BS
February 14, 2017
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One of the biggest frustrations for every Program Director lies in the eternal battle of "art vs. commerce." How can programming help contribute to the bottom line without whoring out the product to the highest bidding client? The sales and programming battle has existed for as long as radio has been a business.
But these days, it feels like a battle nobody is winning.
While in the car last week, I heard a station in Tampa finish an 8-minute stopset with a live weather report (a rather useless benchmark in the age of the iPhone). The "weather" report was about :10 of actual weather and :20 of a seemingly never ending live read for Dunkin' Donuts new breakfast offer. From there, the weather segued into a recorded commercial free kick off which sold the value of McDonald's new promotion far better than it did the benefit of the commercial free sweep.
All in all, it was an overly cluttered :45 of radio with little to no benefit to the listener. However, I would argue there was little to no benefit to the client either. It was just a bunch of additional talk buried at the end of an excessively long stream of commercials.
As a PD, I had a reputation for being tough on sales people, mostly because of reasons I just illustrated above. One of my frequent questions for account executives when they came to me with a sales opportunity is "what's the client's objective?" I was always surprised by how many times the AE didn't know the answer to the question. They just wanted to get the sale and jam a promotion on the air.
However, in the first few months of my entrepreneur journey, I began to better understand how this happens. Eager to get my new business off the ground and help clients breakthrough to the next level in their life, I was also feeling the stress of hitting my revenue goals and selling more coaching packages.
Ironically, the energy of the "always be closing" mindset seemed to repel new clients away. I was too busy being a peddler of products than really doing what I set out to do, to be a collaborative ally who helps clients get unstuck, reconnect to what makes them happy, and reach their goals faster.
It was never an intentional motive on my part. I was simply in a head vs. heart battle of wanting to be of service but also pay my bills.
Marianne Williamson says "Everything we do is infused with the energy with which we do it. If we're frantic, life will be frantic. If we're peaceful, life will be peaceful."
What's remarkable is how many times we interact with people in a way that's laced with negative energy and we don't realize we're doing it. If you are feeling fearful about the lack of sales during a client call, people pick up on that energy. They know you are focused on your needs and not theirs.
When my energy shifted and I began to show up fully ready to serve on consultation calls, with no attachment to the outcome of whether it produced a sale, my sales went up.
This is also a valuable lesson in our non-radio relationships. How do you interact with your significant other? Are you REALLY interested in hearing about their day? Or are you mentally checked out and still stressing about the frustrating meeting you had at work? Are you interested in relating to the person you are talking to, or just waiting until you can find an opening and try to convince them to give you what you want?
Our job is to bring positivity and presence to our relationships. When we show up physically, mentally, emotionally, and intellectually, we bring something unique to the table. And that energy is what will make the difference between success and frustration.
Join me this Thursday, (2/16) for a FREE online training, "How to Discover Your Life's Purpose." If you are feeling stuck in your career, relationships, health, or overall happiness, this training is for you. I will share what purpose is and what it definitely is NOT. I will share the top 10 ways you are sabotaging yourself from living your purpose, as well as the key mindset shifts to help you find more happiness NOW. Plus, I will offer live, 1-on-1 coaching. Get more info and register here creativesoulcoaching.leadpages.co/webinar-opt-in
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