There Are Only Three Reasons Why a Buyer Calls or E-Mails a Rep – And Buyers Want Their Phone Call or E-mail Returned Within Two Hours
That’s right. There are only three reasons why a buyer would call or e-mail a media rep:
1. The buyer needs avails.
2. The buyer has a question about the avails and wants more research.
3. The buyer wants to negotiate the rates and set up the buy for the upcoming year.
The calls and e-mails made by the buyer are critical towards making the upcoming buy a reality. The buyer has no time to waste, because he/she is probably buying more than one market (maybe as many as 15 or more). Everything sits on the buyer’s desk, unfinished, until the media reps call back with answers to their questions.
Two hours is time enough to return a request for communication. Reps who cannot do this need to take a step back and figure out how they can better relate and communicate with their buyers.
* THE FOURTH REASON IS LUNCH.)
