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This page contains blog articles on a range of topics of interest to professionals in radio sales, including everything from selling technique to the state of the industry. If you have an opinion on any issue regarding radio or would like to share some of your sales techniques with others, you can submit an article for the blog here (max 400 words, please).

Hungry Like A Wolf

For what almost seems an eternity these days I feel as though I have been continually reading and hearing about how tough it is for people in today's economy.

Hearing how consumers aren't spending, and reading how business is finding it tough. How the future; how everything seems so uncertain; and how the conclusions drawn for the causes of these problems will often point to anything and everything except ourselves.

Understand what you expect you get.

Of course these are tough times and so what do we expect? Low revenue results, business owners reluctant to commit to long-term advertising contracts, salespeople wanting to dump rates, and owners of small market radio stations wanting to sellout.

Generally these are the things we tell ourselves, the things we set ourselves up with everyday even before we leave our homes.

I bet you’ve read or seen a book entitled something like “How to Sell in Tough Times” yet doesn’t the title immediately introduce a problem into our heads?

Have you ever read a book called "How to Sell in Easy Times?" Of course not.

Why aren’t there articles and books with titles like "How to Sell. Period", or "How to Deal with the Truth", or “How to Take Responsibility”? Do we always need an out-clause, something to abrogate us from the responsibility of it all?

Of course the future is uncertain. What else could it be? Since when was the future ever certain for any person, place, or thing?

So where then should we look for answers to problems large and small? Where can we find the solutions to our complaints from ailing sales revenues to global affliction?

I am reminded of a Native American anecdote.

The story tells an old Cherokee telling his grandson about a fight that is going on inside him.

"It is between two wolves," he said. "One is evil: full of anger, envy, sorrow, regret, greed, arrogance, self-pity, guilt, resentment, inferiority, lies, false pride, superiority and ego."

"The other is good: filled with joy, peace, love, hope, serenity, humility, kindness, benevolence, empathy, generosity, truth, compassion, acceptance, and faith."

The grandson thinks about it for a while, and then asks his grandfather, "Which wolf wins?"

The old Cherokee simply replies, "The one I feed."

This week try to look up, or inwards, but stop looking down.

Sell without regret.

Michael Tate

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