Are we the dumbest or what? I so often feel that we're excellent Radio people but sometimes not the smartest Business people. We're in a world of hurt, and we continue to believe that Value Added is profanity e.g., "We won't throw in the web." Of course don't THROW IT IN, but adding a low cost item as a plumb for something of return value to us - that makes sense. Everywhere you look, businesses even in great shape are offering price-off, bonuses and discounts.

The following e-mail is from a close friend and an agency owner and formerly one of the higher regarded salespeople in Radio. He won't let me use his name - yet.

Hey Taz,

• They have vacant rooms.
• They want to fill those rooms.
• You can get up to a $200 resort credit per night to be used for food, spa, golf, etc.
• When you use the credit it goes toward stuff that doesn't cost them $200 to produce.
• You must pay full rack rate to get the credit.
• So you bite. 
• Your total cost is less than last year.
• They make a little less on you but a lot more than having that vacant room.
• But it's The Breakers so I know it won't be available when the place is full.

To radio station sales managers:

• Don't let rooms go unsold.
• Add some stuff to packages that work for your client and don't cost you much.
• You'll be able to remove the stuff when your inventory tightens up-promise.
• If you're worried about what "everyone" in the market will say, buy some earplugs.  (Who is "everyone" anyway?)
• And remember, integrity comes from within.  No one can take it from you-unless you let them. If you've got it now, you'll always have it.
• One more thing. Help your clients sell stuff.  Don't sell advertising.

Consider the Opposite; Removing Value.
US Airways (who apparently have very good pilots) not only charges for extra baggage, but also charges a buck for a cup of lousy coffee. The flight attendants hate it because they hear so many complaints from passengers. They charge as high as $80 to change a flight. 

Southwest, one of the most profitable airlines in the world gives all the coffee and soft drinks you can slam down and will check two bags - free. Want to change flights? If they have the seat on the flight you want, no fee, no sweat.

• USAir sticks to the card, doesn't cave and gives no added value. Chapter 11.
• Southwest sticks to the card - and gives eons of extra value. Profitable.

The secret. USAir is trying to find ways to get extra income - and face the wrath of the customer. Southwest gives on items that don't cost them much. That's a formula that works.

How to Speak Advertising- Wed, 2/4 at 3:30pm ET. $99/email.
When your advertisers ask about SAU's, Digital Showings, Pagescapes, Early Fringe or Right Hand Readers - do  we know what they hell they're talking about? If you had an advertiser who LOVES television and they ask you, Should I pay for the Oprah, Wheel, Jeopardy package or spend the money on prime rotators?  What would your answer be? If your answer is always Radio - you'll never make it to the rank of Client Resource.

That's what we'll teach you. How to talk to them about ADVERTISING. They'll respect you more, call you more and spend more. Click Here to Register for Wed, Feb 4th
 
Negotiation Skills for Tough Times

Another brand new course coming Monday. Every sale is a negotiation. We take the common negotiation skills and update them for 2009 Radio Selling. When they want you to give - how to also get.