Back in January I wrote a blog “Can Dogs Climb Trees?” and that blog keeps coming up. Why? Because:
- Business is a little better and “panic mode” is slowly dissipating
- Broadcasters are taking the time to analyze structure, employee strengths/weaknesses and needs
However, what I’m seeing are broadcasters analyzing their sales talent from their point of view – this AE is great at increasing share, this AE can sell snowballs to Eskimos, this AE not only “gets the TV business” but also “gets the TV business done,”etc.
What I am not seeing much of is looking at their talent from the customer’s point of view. The customer wants desperately to say, “This AE satisfies MY challenges.” Those challenges could be meeting a cpp or bringing packages and promotions that make their life easy, or digging deep into their business to develop specific solutions for specific problems. The customer may be looking for highly creative AEs to help them develop strategic and custom promotional ideas or they may be looking for great executers who can follow their orders with high attention to detail. In every case, the customer wants the AE to “get THEIR business” and “get THEIR business done.”
When was the last time you analyzed your staff using something other than your subjective observations and assumptions coupled with their billing? When was the last time you asked your customers what THEY need, what THEY want? When was the last time you stepped aside and secured objective data? When was the last time you truly focused on your customers’ success?
None of us can be all things to all people. We say that but are we still asking dogs to climb trees?
