Jay Abraham<\/strong><\/a> points out that if you check the dictionary, however, you’ll discover that a client is someone who is “under your care and protection.”<\/p>\nIf you view your advertisers as clients instead of customers, your entire attitude changes.<\/p>\n
If it’s just a customer, you take their money and \u2014 assuming it’s within your station’s guidelines \u2014 do whatever they want.<\/p>\n
But if it’s a client \u2014 someone who is under your care and protection \u2014 you’d never let them air a commercial that you know isn’t likely to produce profitable results.<\/p>\n
“But,” you say, “the customer is always right.”<\/p>\n
Perhaps the customer is, but the client isn’t.<\/p>\n
Let’s say you go see your doctor.<\/p>\n
“What’s the problem?” the doctor asks.<\/p>\n
“Well, Doc, I’ve got this nagging cough. And I’ve made a list of five medications I want you to prescribe for me.”<\/p>\n
“Okay,” the doctor replies.<\/p>\n
Is that doctor acting professionally?<\/p>\n
Or does the word “quack” leap to mind?<\/p>\n
A professional does not automatically do whatever the client wants. Instead, a professional is committed to doing what is best for the client.<\/p>\n
Often that means educating the client, just as the physician might have to educate the patient.<\/p>\n","protected":false},"excerpt":{"rendered":"
If you ask most radio people to define “client,” they will reply, “customer.” But there’s a difference between the two. A customer is someone who gives you money in exchange for goods or services. Marketing legend Jay Abraham points out that if you check the dictionary, however, you’ll discover that a client is someone who […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-12442","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n
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