If they won’t give us their time, they won't give us their money! Part Two | radioinfo

If they won’t give us their time, they won't give us their money! Part Two

patbrysonteachingmedium_200In a recent newsletter, we were discussing ways to get our prospect's time.  "If they won't give you their time, they won't give you their money." How true this is! Through the skillful use of "grabbers" we can get the attention of potential clients.

Remember to use emotionally evocative words in your "grabbers."  People buy emotionally and justify it with logic. If we approach people with words that make them call to mind problems their business is experiencing, and, if they think we might be able to help them to solve those problems, they will give us their time. They must give us their time before they will give us their money.

These "grabbers" can work in person or over the phone.  How are you in dealing with voice mail?  In addition to "gatekeepers" our clients now have another way to prevent unwanted interruptions (read: hide from us!).

Scenario A:  You've been calling and calling a new prospect, trying to schedule an initial appointment to assess his needs.  You're being ignored by the use of voice mail.  The next time you reach his voice mail, schedule an appointment!  Leave the date, time and place of the meeting (his office). Ask him to call you back only if the arrangements are inconvenient.  While many potential customers won't call you back to schedule an appointment, they will call you back to prevent one.

Scenario B:  You've had trouble reaching a prospective client.  Again, you get his voice mail.  Try calling before or after regular business hours.  Much of the time, the top decision maker will be at his or her desk long after the staff has gone home.  You'll be talking to a real, live person.

Scenario C: One of your current clients has given you a referral.  It's usually not very effective to leave your number on a prospective client's voice mail.  Instead, tell him you have been asked to call by Mr. ___ and that you will return the call the next day at ___ o'clock.  That way, he'll be expecting your call and will know that you were sent by one of his acquaintances.  Also, you can truthfully tell his gatekeeper, "Mr. ___ is expecting my call."

When we approach a prospective client from OUR WORLD, we meet resistance.  No one buys advertising: they buy what it will do for them!  We need to move into the WORLD OF THE CLIENT.  We need to approach our prospects with what we can do for them.  Our mantra should be: We do not sell advertising: We sell client solutions!

About The Author 

Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.

Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.

Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.

She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller's latest book, Beyond Powerful Radio: A Communicator's Guide To The Internet Age.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.

This article was republished with permission from Pat Bryson's Newsletter



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