In the world of TV News, while slow news days exist, smart reporters will never admit to them. That’s also a great lesson for the business world.
In an industry that demands a daily output, it’s understandable that certain days will have less compelling stories than others. And people will say to you, “Slow news day?” when they see you on certain stories.
I never wanted to confirm that opinion, even if I agreed with it. The reason is that while the story may not be the most compelling, it matters to someone. If you start qualifying your stories based on your level of interest, then you’re moving down a slippery slope
Every story has to be approached with a certain level of professionalism. You can’t let your personal feelings contaminate your output. Otherwise, you’ll start holding back or make subjective decisions about the value of a story.
Outside of the news world, I’ve learned that the concept of a slow news day also exists. Only here the people you worry about are called customers, not viewers. If you lead a team, you need to make sure they stay motivated. Here are some ways to help them overcome the trap of a slow news day:
Everyone Matters
What do you tell the person who took time out of their day to grant you an interview? That their story doesn’t excite you? Or what do you tell the person who tunes in at night to watch it? That they should change the channel?
You have to have the mindset that everyone matters. A customer who buys a 9 volt battery in a high tech electronics store may one day return to buy a computer. If your team works on commission, they need to treat every transaction as if it is the biggest deal of their lives.
And make sure that your sales force doesn’t hang out only near the big ticket items. I can’t tell you how many times, I’ve needed help with a modest purchase but I can’t see anyone nearby who can help. On the other hand, if I move in the direction of flat screen TVs, I’m surrounded by eager associates.
It’s About the Challenge
I enjoyed the challenge of trying to make a dull story more interesting. I could do that through snappy writing, some good visuals, or an unusual on-camera demonstration. All of this didn’t mean the story was suddenly award worthy but I think the viewers noticed the extra effort.
With your customers, will you do more to try to connect with them? Will you resist the urge to just bark out a long list of product features and find out more about their needs? It can be a challenge to make a connection with someone but the effort will make you memorable.
Have a Poker Face
When people asked if it was a slow news day, I would never nod or roll my eyes at having to cover such a dull story. You have to be like a poker player and not display your true feelings for the world to see. The last thing you want is someone telling their friends and family about the reporter who admitted to hating his story.
A lot of sales and customer service is about having a poker face. When a crisis is happening, you don’t let the customers see you sweat.
Your internal dialogue needs to stay hidden. The best way to maintain this image is to stay in the moment. All that you are focused on is the customer who’s in front of you. You don’t think about how you didn’t get much sleep last night, how you’re spending a lot of time with someone who’s not placing a big order, or whether your time off request will be approved.
People, especially those who want to buy from you, want to know that they are being heard. Give them that gift, even if you have to fake a little interest.
Final Thought: We all have viewers. Don’t give them a reason to tune you out.
