Three questions that lead to successful relationships

"People don't care how much you know until they know how much you care." - Theodore Roosevelt

A few weeks ago, I was honored to participate in the National Radio Talent Systems Confer Radio Talent Institute. This business we call broadcasting is filled with caring people who are generous, intelligent and insightful. They took time out of their busy schedules to share their knowledge with students who care about a career in our business and want to learn.

Our business is populated with legendary people. People who have created notable companies and extraordinary legacies. It's not often that you get to meet and spend time with a living legend, but I was blessed with that opportunity last week when I spent the week with Kerby Confer. Kerby's stories, experiences and generosity will impact our business for years to come.

At 80+ years young, I saw the twinkle and passion of a 20-something in his eyes as he filled a legal pad with circles and notes with his next acquisition attempt of multiple properties to superserve a community. I could probably write a book from the wisdom I received just this week from this unassuming giant in our industry.

When it comes to relationships, whether it's prospecting for new business, working with your current clients or even personal relationships, Kerby says it boils down to three questions:

Can I trust you?

Do you care about me?

Are you committed?

It is simple, straightforward and yet so often misunderstood. If we are having trouble with clients and prospects, chances are it's one of these three things.

There were over 30 broadcasters who took time out of their business schedules to share their knowledge and, more importantly, show the students that they care. The National Radio Talent Systems, powered by RAB, are helping to ensure the future of our great industry. If you're interested in participating or hosting in 2025, contact RAB President/CEO Mike Hulvey.

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.