So much is written about attracting customers for life and there’s even more lip service paid to it. But what is your TV Station sales department systematically doing to make that a reality? Seth Godin and others say you no longer just want happy customers. You want raving fans in your tribe who will spread the word about your service for you. I have yet to see a TV station spend any real time on this subject and make this a priority. Here are some suggestions for you:

1.       Determine the current satisfaction of your advertisers. Use unbiased surveys and/or phone interviews and ask more than “how are we doing?!” Be very serious about this and look for your blemishes. Determine your strengths and weaknesses and address those weaknesses immediately. Look at other businesses and how they are adapting to their changing marketplace and their customers’ needs. We broadcasters tend to think we are so different from other businesses but we aren’t.

2.       Provide great and consistent communications with your customers and prospects. Keep them informed on all that is new in the industry (ours and theirs) that could have impact on their business. This can be done via email.

3.       Review results. During the sales process determine how they will measure success and how you will help them. Continuously monitor their success and review those results. Advertisers don’t spend their hard-earned $’s for the fun of it. They have expectations and it’s our job to know what those expectations are and help them achieve the results they expect. If it’s not working find out why and tell them. Shop their store and analyze their service. Talk with their customers. If the spot is wrong or the schedule is wrong tell them. Correct what you can. Remember, it’s all about their results. Continuously focus on customer success.

4.       Reviewing results leads to deepening relationships and a chance to further educate your advertiser. You may have other products you can use to enhance the advertiser’s experience and grow their results even further. (Continuously repeat #1-4)

5.       Testimonial time! You have now worked with this client and delivered results over a period of time. You have continued to educate them and determine how you can do even better every step of the way. It’s time for them to tell their story. This is good for you but it also deepens the customer’s loyalty. After all, they said how great you are!! Video is fabulous but a short letter or email is perfectly fine. When they tell the story to you they are reaffirming their story to themselves!

6.       You should now have several advertisers who are fully engaged with you and your great service. Pull these clients together – a round table, lunch, whatever you want. This is a great opportunity for them to network, share information including their successes and their challenges. They will also talk about how wonderful you are! This pulls them even deeper into your system.

7.       Last, make these customers your advisors. Encourage a quarterly meeting and ask them to be “on call” for when you need advice. Ask them what they would like to see from your station such as projects, systems improvements, etc. Continuously add new raving fans to this group and continuously listen to what they have to say. No resting on your past successes!

The goal is to see just how many of your advertisers you can move through the system and convert to raving fans. These raving fans will sell for you!

Quick question – how many advertisers do you have and how many of them are raving fans?