I spend most of my day in my car, so I occasionally crack open a book. An audiobook, that is. More on that later. Usually, I will listen to sports radio in the car, but occasionally, I choose a podcast or, in this case, a book. And, yes, the RAB reminds us that in-car listening is still king, but I have found not exclusively.

I commute about 30 minutes to an area where I will get in and out of my car all day seeing clients. I have discovered a few things that helped my perspective on why live, terrestrial radio still receives most of my time. It is a good reminder on why what we sell is so unique. 

IT'S OF THE MOMENT

During the day, I seek some engagement of what is going on RIGHT NOW. Who got traded? Who is playing tonight? Did Phil Mickelson really say that? I use this information with my clients as conversation starters, and I am sure they rely on me to always have the latest sports information when we meet. I like to have some news of the day, and this is how I do it. How will I know if I am buried in an evergreen podcast about the CFP? 

COMPANIONSHIP

When I want to get my mind off of business and take a break, my favorite sports show will always welcome me in. They have stories, jokes, and life observations that give me a break from outside sales. If I am in a prospecting mode, then I get in and out of the car a lot. My favorite sports show always tells me what time it is, what they are talking about, how the traffic looks, the latest weather, what I missed and what I can look forward to in one hour.

It's like a group of friends that I can walk up to and join and leave whenever I want to, and they always catch me up. You feel welcome. And, to me, the more I text and email, the less I socialize with clients like I used to, and most of us in sales are social beings and need this outlet. It's great.

A SENSE OF COMMUNITY

I have things in common with some of my friends. We can talk about the station we listen to and how we feel about it. It builds a sense of belonging and camaraderie that we always look forward to sharing. It's like a club we all belong to and we can relive what we liked and didn't like, just like the station was a game we all watched. 

I found that the best time to listen to an audiobook or sometimes even a podcast is when I have at least 20-30 minutes of uninterrupted drivetime. Getting in and out of a car and listening to a long-form podcast or especially an audiobook is like starting and stopping a conversation. Things get complicated. You forget your place and lose the author's train of thought. I think it's best to read a book one chapter at a time because sometimes those chapters build on each other, and you need to focus.

It took me about one week of commuting and 2 hours of yard work to complete the 272 pages of Essentialism by Greg McKeown. I would recommend this book if you are a manager and find difficulty saying no or saying yes to please others. You will learn that if the answer isn't a fast yes, it is a quick no. If you aren't commuting to work these days, don't sweat it, two weekends of yard work and a 1-hour round trip to the store will get it done.