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Sales & Marketing
This essay, The New Radio Model…Same as it Always Was: Whatever You Do, Create Customers!, was written by Gerry Tabio for Radio-Info.com's Sales & Marketing column.
The New Radio Model…Same as it Always Was: Whatever You Do, Create Customers!
“The purpose of business is to create and keep a customer.”- Peter Drucker
Yes, radio is moving (or being pushed) towards a new business model. But, when it comes to generating revenue for The New Radio Model, the fundamentals don’t change.
How many customers did you create this month? How about so far this year, how many customers have you created? Every dollar your radio station receives comes from your clients, not from your products. Yet, most companies are organized to track the sale of products rather than to track the creation and growth of customers. Ask any radio manager how many digital dollars they did this month and he can tell you. Ask him how many NTR dollars they are supposed to do next quarter and they have an answer. But ask them how many accounts turned from prospects to customers in the recent past and they don’t know.
To read the entire article, click here:
About the Writer
Gerry Tabio is one of our many guest writers at Radio-Info.com. We regularly publish articles from industry professionals to help keep our readers informed on the latest trends and developments in the radio industry.
