Spike Santee

Differentiation is one of the fundamentals to marketing success. The ability to describe the customer benefits you provide will set you apart from the rest of the vendors within your product category and will help you build a profitable customer list.

A few years ago, I was talking with a coworker. We were discussing the challenges the Radio advertising business was facing. We had just received an email from the Radio Advertising Bureau inviting members of the Radio business to participate in a panel discussion at the annual convention. The panel would have ten speakers, nine industry leaders and one person selected from a pool of applicants based on an essay response to this question; “What would you do if you were King of Radio”?

You have completed your initial diagnostic call on your new prospect. You did a great job of describing your radio station and how you might be able to help. The prospect is showing some interest. They ask you “How much does it cost?”