SMART Situational Analysis We Cannot Use Radio To Reach And Sell Our Customer Responses: “ Well, I can’t even begin to comment on that because I don’t know anything about your marketing strategies. I assume that you have it very well thought out. The one I would like to say if you’ll permit me is that the Radio Medium is not merely a message communicator. Sure, it reaches most people and can communicate a message in a highlyperssonal emotional and persuasive way but Radio has more dimension than you might realize. Our marketing department has experience in putting together some very effective, multi-level marketing programs. Would you consider giving me an opportunity to explain a bit? Maybe there is something exciting Radio can do that we’ve failed to bring to your attention.” “Radio is a primary medium for a great many large advertisers but for even more advertisers it is used as a support medium. Radio can oftentimes milk more response out of your primary medium. Would you mind giving me a chance to think about the possibilities a bit? I’d just need a little information about your marketing strategies in order to go to work on it.” “Maybe...just maybe there is a way in which Radio can augment what you are doing and with no overall increase in your budget. What I get paid to do is assess these situations and make suggestions. You have nothing to lose and everything to gain if I come up with a valuable idea.” “I can only assume that you guys know what you need and what you don’t need, but things have a way of changing and you are probably reassessing your marketing strategies on a regular basis. Would you mind giving me an opportunity to discuss how Radio might serve your needs in the future?” The idea in dealing with this situation is to place reasonable doubt in the mind of the decision maker while making it clear that you have no intention of being forceful with your efforts to get Radio ‘sold.’ All you want to do for him is take a look at the situation and see if perhaps there is something about Radio that has been overlooked. Don’t question the person’s decision. Treat it as valid and un-impeachable. Avoid any semblance of an argument. Ask if you can do some ‘expert’ thinking for him with no obligation. If he is adamant, back off. But, do treat him like the guy above who had no time to discuss Radio. Schedule an appointment for the point in time when they reassess their marketing strategies. Ask if you can meet then. Confirm with a letter.