Recently I spoke with a dentist who had called a local radio station to talk about advertising with them.
When the account executive showed up at the dentist’s office, the A.E.’s first question was:
“How much were you thinking of investing?”
(Sigh.)
Are you embarrassed? I sure am.
What I Want My Doctor To Ask
“So, what seems to be the problem, Dan?”
What I DON’T Want My Doctor To Ask
“So, how much money were you thinking of spending here today?”
In this particular case — with the prospect having initiated the contact with the station —the radio salesperson’s first question should have been:
“What is it you want to accomplish?”
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