What is the number 1 concern of radio customers today?
Sell Radio Direct with Pat Bryson
60 or 90 days ago, if you asked a customer what their number one concern was, the answer was probably “finding enough staff”. It’s still a problem, but in the last 60 or so days it’s gone down to number 2 or 3. It’s been replaced by “fuel and product cost”.
Every day, our customers wake up and try to successfully navigate an ever-changing business landscape. They juggle the right products at the right time, taking care of customers with a small staff, competing with hundreds of places to buy what they sell, and trying to make a profit to stay in business. It’s a balancing act!
Enter the world of rising fuel prices. Any product transported anywhere, whether by air, truck or rail, is affected by rising fuel prices. The cost of containers full of goods stuck in ports has increased ridiculously.
As the cost of goods increases, only a portion of that cost can be passed on to their customers. The only way to preserve their profit margin is to increase their revenue. This is where advertising comes in.
Advertising creates traffic. If we produce more hot bodies in stores and the store converts them into sales, revenue increases. Smart business owners know they have to invest money to make money. The high cost of doing business is EXACTLY why they need to advertise.
I would like to emphasize that we must constantly ask ourselves the question, “What is the number 1 problem you are facing today?“Their response will change from month to month, sometimes even week to week. What should their message be? The answer to this question can tell us.
Keeping pace with the changing business landscape is hard work: for us and for our customers. Keep asking questions. Help our customers find answers. Higher revenues await our customers and us!