My Rep Isn’t Giving Me What I Need? What Do I Do?

I have asked this one specific radio rep for some research I know his station subscribes to. I have asked him for it three different times in the last week and a half. He has given me nothing. In the meantime, I tried to find another station in the market which had the same research so I could get the information from them. I was unsuccessful. This meant I really needed the data from the first guy I had asked. I called him the fourth time and was told he was “working on it.” I told him that if I didn’t have that research by 3 p.m. on Friday, I was going over his head to his LSM. That lit the fire under his chair! I finally got what I needed! Reps don’t make commissions on research, so some reps look at supplying buyers with research data as a waste of their time. Wrong! It is part of the process, and some reps won’t get a dime of business without the documented research that allows the buyer to supply research on the buying decisions she made.