Who Do You Really Want To Speak To?
How many times have you asked: “May I speak to ‘the person in charge of advertising?’” Consider never asking that again! Why? Because the person in charge of advertising all too often has his/her own agenda regarding his/her favorite medium, creative style, etc. Your goal is to talk to the person who’s concerned about the results of the advertising. Reach that real decision maker by asking for the person in charge of store traffic, ups, lead generation, billable hours, client/patient acquisition, client/patient retention, service calls, average ticket, table turn, credit hours, or profitability.