AI is no longer something local businesses are simply hearing about. Many are already using it to write social posts, create marketing content, respond to reviews, brainstorm promotions, research competitors, and save time. And their customers are using it, too.

Consumers are increasingly turning to AI tools to ask questions, compare options, and discover local businesses. That means AI isn’t just changing how businesses market themselves; it’s beginning to change how customers find and choose them.

For media sellers, that creates an opportunity. You don’t need to become an AI expert. You simply need to start asking better questions. The next time you’re meeting with a local advertiser, try asking: “Are you using AI anywhere in your marketing right now?”

That one question could open an entirely new conversation about their business. Maybe they’re using AI to create social media posts but aren’t seeing much engagement. Maybe they’ve experimented with it but don’t know what else they could be doing. Or maybe they haven’t touched it because they don’t know where to begin.

Keep digging. “What marketing tasks take up the most time for you?” “Do you know what shows up when someone asks AI to recommend a business like yours?” “Are you creating more content now that AI makes it easier?” “How are you making sure your marketing still sounds like your business?” “What part of your marketing are you still unsure is actually producing results?”

These aren’t questions about selling radio, television, digital, or any other product. They’re questions about the client’s business. And that’s exactly where a good sales conversation should begin. AI can create content. It can’t create the entire strategy. AI can help a business owner write a Facebook post in seconds. It can brainstorm an email subject line, suggest a promotion, or help create a basic marketing plan. But having more content doesn’t necessarily mean having better marketing.

A business still needs to answer some very human questions: Who are we trying to reach? What do we want them to do? Why should they choose us? What makes our business different? Where should our message appear? And how will we know whether it’s working? That’s where a knowledgeable media seller becomes valuable. Your job isn’t simply to provide another advertising option. It’s to help the client connect the pieces…message, audience, strategy, visibility, frequency, and results.

Before walking into your next appointment, do a little homework. Search for the business online. Look at its website and social channels. Read recent customer reviews. Then try asking an AI tool for recommendations in that business category and market. What do you find? You may discover something worth discussing with the client. Instead of opening the meeting with, “What promotions do you have coming up?” you may be able to say, “I was doing a little research before our meeting, and I noticed something about how customers may be finding businesses like yours. Can I show you?” Now you’ve created curiosity and a reason to have a conversation.

AI will continue changing marketing. New tools will appear, platforms will evolve, and consumers will find new ways to research businesses. Media sellers don’t have to predict every change. But they do need to stay curious. The sellers who remain valuable won’t necessarily be the ones who know the most about AI. They’ll be the ones who understand their clients well enough to ask the right questions, recognize opportunities, and help local businesses make smarter marketing decisions.

So, on your next client call, ask one more question: “How is AI changing the way you’re marketing your business?” Then stop talking and listen. The answer might lead to your next opportunity.

Good luck & Happy Selling!