Another Case Of What's Good For Sales May Not Be Good For Programming

Mike Mahone, EVP of the RAB's Executive Services, advises sellers: "If you ask for the appointment on the quarter-hour, it sounds like the meeting will last only about 15 minutes." If the prospect asks how long the meeting will take, Mahone recommends an honest and accurate response like, "We'll determine in 15 minutes or so if I can be of benefit to you and your business. After that, I won't be there any longer than you want me to be."

The perception that it will just take 15 minutes may get the salesman the appointing they are seeking. BUT, if that's the case for on air listening appointments too, then this is an argument for never telling your listener you'll do anything on a quarter hour (:00, :15, :30, :45).

Even if they do remember that they responded to your teaser and that their 'meeting' with you lasted 15 minutes when they write it down in their diary later, you'll only get one quarter hour of diary credit! Instead, promote your content-driven on air "appointments to listen" at :10, :25, :40 and :55. THAT same "recalled 15 minutes" could potentially equate to TWO quarter hours (at the very least)!

...You do want to double your average quarter hour, don't you?