Optimum Client Data Management Mike Mahone, RAB Executive VP

You know you’re having a bad day when… You show up at the office and you’re greeted by the CNN news team! Your receptionist says you have a call from the FCC with a question about indecency! Corporate calls and asks you to join them for a quick meeting at the airport –today! One of your top sellers resigns to sell for a cross-town competitor! You show up at the office and you’re greeted by the CNN news team! Your receptionist says you have a call from the FCC with a question about indecency! Corporate calls and asks you to join them for a quick meeting at the airport –today! One of your top sellers resigns to sell for a cross-town competitor!

What’s going to happen to all the client information that seller has collected over the past 5 years? Names, address, phone, cell, , etc. Birthday, anniversaries, names of spouse, kids Most recent Client Needs Analysis List of major sales and promotional events Presentations and correspondence Scheduling and copy preferences Scheduling and billing history Names, address, phone, cell, , etc. Birthday, anniversaries, names of spouse, kids Most recent Client Needs Analysis List of major sales and promotional events Presentations and correspondence Scheduling and copy preferences Scheduling and billing history

He has info neatly typed on 5 dozen 3x5 index cards ready to hand over to you? He has all the information in files folders and wouldn’t dream of removing it from the office? He took all the really important stuff home two weeks ago and has already to pitching his clients on his new station? He has info neatly typed on 5 dozen 3x5 index cards ready to hand over to you? He has all the information in files folders and wouldn’t dream of removing it from the office? He took all the really important stuff home two weeks ago and has already to pitching his clients on his new station? What assistance can we expect from that exiting seller?

Who’s data is it? Who doesn’t have it? Who does have it? How motivated is he/she to hand it over? What power do you have to get it? Who doesn’t have it? Who does have it? How motivated is he/she to hand it over? What power do you have to get it?

Do you have an good Client Data Management System? Current? Detailed? Accessible? Sales Person Friendly? Sales Management Friendly Current? Detailed? Accessible? Sales Person Friendly? Sales Management Friendly

Sales ManagementSalespeople How We’re Doing It Now Current Basic Data Account List Billing Detail Schedule Data Billing Data Traffic/Accounting Billing Totals Preferences Account History Personal Info

Generally kept in MS Access or MS Excel Often limited to company name and SP assignments Often incomplete Rarely current Lacks important personal account information Lacks critical account preferences Difficult to manage and adjust Generally kept in MS Access or MS Excel Often limited to company name and SP assignments Often incomplete Rarely current Lacks important personal account information Lacks critical account preferences Difficult to manage and adjust Account Data Management Sales Management

Traffic / Accounting Contains great base information Source of financial details Lacks important antidotal details like key decision makers, gatekeepers, call history, etc. NOT a “personnel management” tool Reports outcomes, but doesn’t track and manage activities Limited information to sales management Traffic / Accounting Contains great base information Source of financial details Lacks important antidotal details like key decision makers, gatekeepers, call history, etc. NOT a “personnel management” tool Reports outcomes, but doesn’t track and manage activities Limited information to sales management Account Data Management

Salespeople Keep there own information Paper files, MS Outlook, ACT!, Palm, daily planners, note cards, memory, etc. Know important undocumented details Have helpful antidotal information Will say they don’t have time to enter data Don’t like to have big bother watching Feel like they own the information and the account Salespeople Keep there own information Paper files, MS Outlook, ACT!, Palm, daily planners, note cards, memory, etc. Know important undocumented details Have helpful antidotal information Will say they don’t have time to enter data Don’t like to have big bother watching Feel like they own the information and the account Account Data Management

The GREATEST problem… The sellers on your staff with the best access to your important customers and prospects do not actively participate in regular and systematic documentation of critical account data. The GREATEST problem… The sellers on your staff with the best access to your important customers and prospects do not actively participate in regular and systematic documentation of critical account data. Account Data Management

Management needs a system that … Is easy for everyone to use Encourages sellers to build and maintain relationships Tracks and organizes critical account information Protects the station’s ownership of the data Allows you to effectively manage the data Is centralized for security Is easy for everyone to use Encourages sellers to build and maintain relationships Tracks and organizes critical account information Protects the station’s ownership of the data Allows you to effectively manage the data Is centralized for security Account Data Management

Sellers want a system that … Is fast and easy to use Helps them build and maintain relationships Is fast and easy to use Tracks and organizes critical account information Is fast and easy to use Keeps you happy and off their back! Is fast and easy to use Helps them build and maintain relationships Is fast and easy to use Tracks and organizes critical account information Is fast and easy to use Keeps you happy and off their back! Is fast and easy to use Account Data Management

Microsoft Outlook Strengths Manages contacts, tasks and appointments Excellent capability Easy to learn program basics Weaknesses Most often decentralized Difficult data exchange Limited management tools No reports or tools for analysis Not sales-focused Strengths Manages contacts, tasks and appointments Excellent capability Easy to learn program basics Weaknesses Most often decentralized Difficult data exchange Limited management tools No reports or tools for analysis Not sales-focused

Strengths Well tested CRM system Flexible reports and analysis tools Mail and merge features Works with MS Outlook Weaknesses Designed for many different sales situations Complex – steep learning curve Strengths Well tested CRM system Flexible reports and analysis tools Mail and merge features Works with MS Outlook Weaknesses Designed for many different sales situations Complex – steep learning curve ACT!

Salesforce.com Strengths Online CRM system Complete contact/time management tools Flexible reports Weaknesses Online system Expensive licensing Strengths Online CRM system Complete contact/time management tools Flexible reports Weaknesses Online system Expensive licensing

Palm Desktop Strengths Easy to use Works with Palm Pilot Contacts, calendar and tasks Free with your Palm Pilot Weaknesses Not a CRM Application Limited reports and no analysis No management access or control Strengths Easy to use Works with Palm Pilot Contacts, calendar and tasks Free with your Palm Pilot Weaknesses Not a CRM Application Limited reports and no analysis No management access or control

What’s the Solution? Centralized data Seamless exchange between sellers and managers Systems for tracking base account information, key decision makers, phone numbers, addresses, personal data, preference, and histories. Tracking of all account activity, from first call to weekly service. Tracking of SP sales data such as % of goal, closing ratios, pending sales, etc. Integrates with other station systems Affordable Easy to use Centralized data Seamless exchange between sellers and managers Systems for tracking base account information, key decision makers, phone numbers, addresses, personal data, preference, and histories. Tracking of all account activity, from first call to weekly service. Tracking of SP sales data such as % of goal, closing ratios, pending sales, etc. Integrates with other station systems Affordable Easy to use Account Data Management

RAB Radio Sales Assistant Strengths Radio focused Manages contacts, activities, reminders orders, and proposals Very short learning curve Can be networked for access and security Very inexpensive Weaknesses Does not interface with traffic No inventory management Strengths Radio focused Manages contacts, activities, reminders orders, and proposals Very short learning curve Can be networked for access and security Very inexpensive Weaknesses Does not interface with traffic No inventory management

ProposalsProposals

Sales Management

Some starting suggestions: Start getting sellers to gather account data Insist they constantly update the data Be specific on what info you want No such thing as too much information Determine how you will store and retrieve Regularly copy that data to station records Start getting sellers to gather account data Insist they constantly update the data Be specific on what info you want No such thing as too much information Determine how you will store and retrieve Regularly copy that data to station records

Optimum Client Data Management Mike Mahone, RAB Executive VP