Pete Harman of Salt Lake City, Utah, sought a way to make his restaurant stand out and improve profits in 1952. Harland Sanders was exhausted from convincing skeptical restaurant owners to serve his special herb and spices fried chicken. Sanders had been rejected 1,009 times. The two men eventually met, and Harman agreed to sample the chicken and see the potential. This handshake agreement birthed the first KFC restaurant, propelling Sanders’ recipe to worldwide success and Harman to owning 300 KFC franchises.
Harman became a wealthy man because he listened to a new idea from a person who had a good concept and could deliver it. Decision-makers are bombarded with daily cold calls, emails, and social media messages. It’s tempting for businesspeople to ignore these invitations altogether. But then what if Pete Harman had blown off Colonel Harland Sanders like the other 1,009 people before him?
Some media salespeople are loaded with valuable insights, research, and perspectives. Some can solve problems and meet clients’ needs. You can tell by their approach and initial offer if they have done their homework and have a Valid Business Reason to consider.
Here’s why decision-makers should give a media salesperson they don’t know a chance:
Get Outside the Box
Media salespeople interact with various clients across different industries, giving them inside tips and ideas. Their exposure to other challenges and unique solutions allows them to have new ideas that business owners and decision-makers may not have considered. Decision-makers don’t have all the answers.
Custom Solutions
Media salespeople are trained to understand their clients’ pain points and offer tailored solutions. They are not trained to sell a size 46 suit to a 48-long customer. When approached with a well-thought-out idea, decision-makers can evaluate whether it fits them and could solve existing problems. Even if the proposal doesn’t fit perfectly, it may spark new ideas or prompt a reevaluation of current strategies.
Stay Informed
Media salespeople are often at the forefront of emerging trends and technologies within their businesses and those they serve. They have firsthand knowledge of market dynamics, customer preferences, and competitors. By listening to salespeople, decision-makers can stay informed about industry trends.
Foster Partnerships
Most media reps are not just sellers; they can also be valuable partners in driving growth. They represent other businesses and thousands of locals who consume their products. By engaging with them and staying open to communication, decision-makers can collaborate and go beyond one-offs. These partnerships can lead to joint ventures or strategic alliances that benefit both parties and other complementary local businesses in the long term.
Seek Feedback
Have a new strategy? Ask your informed rep about what they think. Some of these reps are loaded with Feedback from other clients and can provide valuable validation or constructive criticism. This external perspective can help decision-makers make more informed decisions.
It’s understandable to be cautious of unsolicited sales calls but dismissing them outright could mean overlooking valuable opportunities for innovation and growth. Take the time to listen to well-thought-out ideas from salespeople you have not met. You don’t have to listen to those offering nothing better than “I want to see if you want to buy what I have.” Isn’t it better to be Pete Harman than the other 1,009 people who ignored Col Sanders? To be innovative, you must be open to new ideas. And they could come from unexpected sources – including media salespeople.
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.
