"After much study and analysis, Wal-Mart headquarters in Bentonville, Arkansas, put in a phone mail answering system to bring more cost effectiveness to the incoming phone process.  The story goes that SamWalton went out on a business trip and attempted to reach one of his managers to no avail. Frustrated with the lack of human contact, and also not being able to talk to the manager, what do you think he did?

 

We are in the communications business. In fact, it is how we make our living.  We sell clients on the effectiveness of our consumer communications.

 

The question then becomes, How are we dealing with the basic incoming communications to support our own sales productivity?  Do not assume that you have all of the answers. Have a friend call your station(s) and find out how easy it is to talk to a seller.  Are all of our station employees schooled in the "how to" of handling calls?  Do clients' and potential clients' calls get returned on an immediate basis?  Probably not!

Do you have a rule that calls must be handled immediately?

 

More than 50% of the calls that we make looking for rate quotes take at least two business days to get a response.  Who is covering the sales desk? Who is tracking responsiveness?  Do you have a formalized vacation back-up system?  Are your managers managing the follow up system?

 

We are in a personal service business.

How many of your sales people and managers list their home numbers, as well as cell and office direct line numbers, on their business cards?  Is there a back-up manager's number, home or cell numbers, in the event that the salesperson is out of reach?  Stuff happens. Emergencies occur and they are usually on weekends when the station is locked down.  There should never be correctable barriers to solving client problems  24/7. Have a stranger call in and you may be unpleasantly surprised with how sales inquiries are being handled.

 

I do not think that phone mail saves money.  I think that the lack of personal contact costs sales.  And then there is "E"vil mail.

 

Are your people hiding behind email instead of maintaining personal contact?  Email is indeed an over-used and abused communications system.  Unfortunately, it has replaced  personal contact more often than not.  For those lacking in self-confidence or true belief in what they are selling, it becomes  a barrier to hide behind. Turn off the email for a couple of weeks, insist on personal contact and follow through, nose-to-nose, toes-to-toes.  You may find out who your real sales talent is.

 

As the technology has improved, true salesmanship has declined.  Unfortunately, much needed sales training has disappeared as well.  Not a pretty picture! As a buyer and somewhat determined negotiator, I like the lack of sales training. It makes it much easier to negotiate with Neophytes.

 

WWSWD?

 

Purportedly, Sam had the phone mail system shut down-but then, he was a bit of a customer service fanatic in his business-building approach."

 

 

Pat Bryson has worked in the radio industry for over 25 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat  created a culture of over achievement for her stations.