WHAT’S YOUR TIMETABLE?

 
Do your customers call you because they want to buy air time? Or do they call to ask for your help?
 
If they call you only when it’s time to buy, that’s great for the billing, but lousy for relationship building. You’re just a seller.
 
If they call when they want help, they look at you as a partner.
 
First, evaluate the relationship with your customers to understand whether you’re a “time seller” or a “marketing partner.”
 
Take the “How Long…?” Test
 
Ask yourself, "How long before the start date of the schedule does the customer want to talk to me?"
 
One week: Failing grade
The advertiser sees you only as a spot vendor, a peddler of air time.
 
One month: Some improvement
You may be a preferred vendor - it’s a small step up.   The advertiser calls you before others because she likes you or your station. Maybe she fears you might be sold out if she delays.
 
Two months: B+
You're regarded as a marketing consultant. Your client wants to get with you before plans are finalized, knowing how much you can contribute to the success of the campaign.
 
Three to six months: A+
Congratulations! You're a true partner! This client looks on you as a key member of the team. These folks want you there from the word GO, so they'll have the benefit of your advice and expertise throughout the development of their marketing strategy.
 
TACTIC: Apply the “How long…?” Test to all of your accounts to determine when you enter the picture. Then, for each account, formulate a plan that will ensure your role as a relied-upon partner—a member of the team.