Make sure your inventory is "fresh!"
Fruit and vegetable vendors, Indianapolis Market, Indianapolis, Indiana, 1908. Wit., E. N. Clopper Wit, photographer. Library of Congress.

On the Seventh Day of Christmas:

When answering avails, make sure your rates expire within seven days. By using a yield system for media sales, you will know what your rates have to be at certain sell-out points in order to make your budgets. You may not be able to afford a lower rate buy down the road.

Even though you put an expiration date on your rates, don't be fooled into thinking that agencies are going to scurry and hurry up their buy to get your rates in. What it will do is give them notice that there is demand on your inventory, and this will allow you to honestly tell them that you will have to move on certain rates if a buy is delayed. It will also provide you with a negotiating point, if needed.

And, come up with six good ideas for your clients.

Make five new business calls each week.

And, you may have four budgets to hit, so be sure you are paying attention to all of them.

And, find three reports you can use to help you be accountable and develop sales, and visit them frequently.

And, if two (or more) people call on an account in your organization, work together and share information.

And, promise yourself that you will have fantastic and productive one-on-ones forever more.

Next time, for the Eighth Day of Christmas, we'll talk about discovering and focusing on eight non-returning accounts.

By Kitty Malone, Efficio Solutions Manager of Client Services