The radio ad rep sent an email stating that her station would be “a perfect fit” for one of our clients. “We have so many amazing opportunities” for them.

I responded by asking who she thought was this client’s target customer, including age group, that made her station such “a perfect fit. Her reply pointed out adults in a particular age range, a minimum income level and mostly families with children who own their own home. She wasn’t at all close. I then described the target customer, pointing out that based on her description, the station would not be “a good fit.” Then, came her final comment, “I still beg to differ.”

The ad rep failed to engage me and presumed to know the solution before asking questions. It might have been more successful if she had said something like, “Our station covers your client’s market area, but before going any further, I want to be sure there’s a good fit. Would you mind answering a couple of questions for me?”

With the basic information in hand, she might have identified programming that was a good fit or she could have come back with, “Thanks for the information. Frankly, I don’t think we’re the right station for your client.” If that had happened, I would have been impressed with her honesty and the next time she called, I would have confidence in her recommendations.