You’re a radio sales account executive who continually prospects for new advertisers for your station.
What do you do after you present to a prospect who ultimately doesn’t buy?
I mean, after you add that person to your “try again in six months” file.
Send that person a thank-you note.
After all, she invested her time in you.
Send a real letter via postal mail, not e-mail.
A real envelope, a real letter, even a real postage stamp.
Hand-addressed.
“Dear Mary,
“Thank you again for meeting with me this week.
“Even though you decided not to work with us at this time, I really enjoyed our talk…and I learned a lot about the (_____) business.
(If appropriate, end with an informal reference to some personal aspect of your conversation:)
“Hope to bump into you at some upcoming Raiders game….
“Sincerely,
“Ad Exec”
I guarantee you’ll make a positive and memorable impression on someone who one day might choose to become one of your radio advertising clients.
