I spend most of my day in my car, so I occasionally crack open a book. An audiobook, that is. More on that later. Usually, I will listen to sports radio in the car, but occasionally, I choose a podcast or, in this case, a book. And, yes, the RAB reminds us that in-car listening is still king, but I have found not exclusively.
I commute about 30 minutes to an area where I will get in and out of my car all day seeing clients. I have discovered a few things that helped my perspective on why live, terrestrial radio still receives most of my time. It is a good reminder on why what we sell is so unique.
IT’S OF THE MOMENT
During the day, I seek some engagement of what is going on RIGHT NOW. Who got traded? Who is playing tonight? Did Phil Mickelson really say that? I use this information with my clients as conversation starters, and I am sure they rely on me to always have the latest sports information when we meet. I like to have some news of the day, and this is how I do it. How will I know if I am buried in an evergreen podcast about the CFP?
COMPANIONSHIP
When I want to get my mind off of business and take a break, my favorite sports show will always welcome me in. They have stories, jokes, and life observations that give me a break from outside sales. If I am in a prospecting mode, then I get in and out of the car a lot. My favorite sports show always tells me what time it is, what they are talking about, how the traffic looks, the latest weather, what I missed and what I can look forward to in one hour.
It’s like a group of friends that I can walk up to and join and leave whenever I want to, and they always catch me up. You feel welcome. And, to me, the more I text and email, the less I socialize with clients like I used to, and most of us in sales are social beings and need this outlet. It’s great.
A SENSE OF COMMUNITY
I have things in common with some of my friends. We can talk about the station we listen to and how we feel about it. It builds a sense of belonging and camaraderie that we always look forward to sharing. It’s like a club we all belong to and we can relive what we liked and didn’t like, just like the station was a game we all watched.
I found that the best time to listen to an audiobook or sometimes even a podcast is when I have at least 20-30 minutes of uninterrupted drivetime. Getting in and out of a car and listening to a long-form podcast or especially an audiobook is like starting and stopping a conversation. Things get complicated. You forget your place and lose the author’s train of thought. I think it’s best to read a book one chapter at a time because sometimes those chapters build on each other, and you need to focus.
It took me about one week of commuting and 2 hours of yard work to complete the 272 pages of Essentialism by Greg McKeown. I would recommend this book if you are a manager and find difficulty saying no or saying yes to please others. You will learn that if the answer isn’t a fast yes, it is a quick no. If you aren’t commuting to work these days, don’t sweat it, two weekends of yard work and a 1-hour round trip to the store will get it done.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
