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Selling Radio

What are customers ready to do now?

Selling Radio Direct with Pat Bryson.

Every week that passes sees another change in the mindset of consumers. COVID numbers continue to fluctuate, restrictions vary state to state, province to province, country to country. But stores are opening up, business is slowly returning to normal, and consumers are eager to shop.

SmithGeiger, a marketing and research consultancy, and its Elevate division...
02 August 2020

Doing Business in Two Worlds

Radio Sales Direct with Pat Bryson

What must businesses know moving forward?
19 July 2020

Customers are coming back! Great news for radio's advertising clients.

Radio Sales Direct with Pat Bryson

The last thirty days have seen a drastic shift in consumer mindset.

On June 1, Nielsen released a second review of U.S. consumer feelings about COVID-19 and what they intend to purchase. Their first study was done April 30 to May 2. The second was done May 27 to May 29.

In the first study at the end of April, 34% of those studied...
16 June 2020

What Does The Next Chapter Look Like?

Selling Radio Direct with Pat Bryson.

COVID-19 has changed many things in the world. Some of the changes are temporary: some may be long-lasting. One thing is for certain: it has changed the way we must work with our clients.
For the past decade or so, industry experts have been urging us to be "consultant sellers", "marketing experts", to "sell campaigns not packages". And, they have been correct in mapping that direction for us. My...
07 June 2020

As businesses continue to re-open...

Selling Radio Direct with Pat Bryson.

As businesses continue to reopen, our jobs as their media partners become more and more important. How may we best help them to recover from the results of COVID?
During the shutdown, businesses tended to fall into three categories:  
1. Events that didn't happen. They were either cancelled or postponed.
2. Non essential...
31 May 2020

Growth Categories that are ready to advertise

Selling Radio Direct with Pat Bryson

As the world begins to open businesses, we must be on the forefront of calling on target categories of business. There are categories that saw gains during the COVID 19 crisis. Other categories will rebound as states open.  
Our efforts should be to identify and create messages for these companies.
AnalyticOwl uses website traffic and other...
17 May 2020

The World is Opening. Now What?

Selling Radio Direct with Pat Bryson.

Most states in the U.S. have begun to re-open businesses. Some other countries are doing the same. It may be a slow process, and it will vary state by state, country by country. It's important that we keep up-to-date on our local situations. It's important that we talk with our clients NOW about what the re-opening will mean for them. Each business may be different.  
10 May 2020

The Anatomy of a Crisis
Selling Radio Direct with Pat Bryson.
Where are we in the progression of the COVID-19 crisis?  
Most US states started locking down cities in mid March. Some other countries began a month or so earlier. Are we in the middle? Toward the end? We are already hearing talk about reopening the country but no one knows how or when.  Some states have already begun to open some businesses....
03 May 2020

Categories We Should Be Calling On Now

Selling Radio Direct with Pat Bryson.

"In times of business interruption, business doesn't stop: normal business stops. We need to think outside of the box."
These words of wisdom were imparted to me several years ago by the gentleman who managed the I-Heart stations in New Orleans during Katrina. I've never forgotten his wise counsel.  
Now, more than ever, we need...
19 April 2020

Radio Sales in the Time of Coronavirus - PART 3

Selling Radio Direct with Pat Bryson.

I was participating in an idea exchange with broadcasters from across the US last week when one person shared with us that she had been getting the above objection to advertising now.  That's why we should talk with our clients about what MESSAGE they wish to communicate with customers, not what they want to ADVERTISE.
We fully understand that no one wants to be seen as...

05 April 2020

Radio Sales in the Time of Coronavirus - PART 2
Selling Radio Direct with Pat Bryson
Our clients are asking themselves this question daily. As I mentioned in last week's post, there has been research done for 90 years in periods of economic interruption.

The conclusions are always the same:

1. Those companies who continue to advertise during difficult economic times weather the downturn better.
2. After the downturn ends...
29 March 2020

Radio Sales in the Time of Coronavirus
Selling Radio Direct with Pat Bryson


If you haven't already heard this from a client, you probably will soon: "I want to cancel my advertising because of coronavirus"

Any time a large outside influence threatens to affect business, many clients have a knee-jerk reaction to pull in their marketing efforts.  They are anticipating a decline in business. Some of their fears may be real:...

16 March 2020

Our Brain on Radio

Selling Radio Direct with Pat Bryson

"I can't measure radio advertising." Ever heard that?

Radio results can be hard to trace because we reach consumers even when they don't know they are being reached.  The messages filter into our brains, lodge in the appropriate "file drawer" and stay there until we need to retrieve the information. So, by that time, it's hard to attribute shopping at a particular...

01 March 2020

What every radio client wants to know: What's in it for me?
Selling Radio Direct with Pat Bryson

Every time we approach a new prospect, or ask an existing client for a renewal, that person is asking themselves: "What's in it for me?" 

The answer to that question comes down to risk versus reward. Does your client feel that giving us money will return their investment?  Is the "reward" perceived as greater than the "risk...

16 February 2020

As 2020 rolls along, how will you be travelling?

Selling Radio Direct with Pat Bryson

It's already the second month of the New Year. 
Whatever New Year's resolutions you may have made, you now have only 11 months left to make them happen. Today is a great day to make the changes necessary to create higher revenue for you. As salespeople, we write our own paycheques based primarily on how we spend our "billable hours". Time is money for us, literally....

02 February 2020

Facts or Benefits?

Selling Radio Direct with Pat Bryson

Take five minutes and write down all the facts you know about your stations. You may know so much that you need more than five minutes.

 Now take five minutes and write down WHY these facts are important to your clients.   
 It's a bit of a trick question. To write down WHY these facts are important, you need to have a specific...
13 August 2019

Sales isn't what you tell people. It's what ask people
Selling Radio Direct with Pat Bryson

I Have Some Honest Serving Men...

In today's environment, this saying might be "I have some honest serving people."  I've never been hung up about gender words, but what comes next in the saying is the focus of this post. The saying continued with, "They are Who, What, When, Where, Why...

23 July 2019

Sales prospects are where you find them
Selling Radio Direct with Pat Bryson

I was in the middle of one of my domestic chores (going to the grocery store) during one of my infrequent times at home. As I carried my groceries to the car, two young men followed me out of the store. They were headed to a very large industrial truck parked next to my vehicle.   

One of the young men got my...
10 June 2019

My "I" and My "R"
Selling Radio Direct with Pat Bryson


In my previous post, we talked about our "Why?". What are our Level Three motivators that spur us to action each day? We also mentioned that your Identity, "I", will drive your role, "R". Let's explore that concept a bit today.

I'm sure you have all known a...
04 February 2019

What's Your "Why"?
Selling Radio Direct with Pat Bryson

2019 is off and running. By now you will have your new revenue goals for the year. Based on those revenue goals, you can calculate how much you will earn this year - your revenue  goals, divided by your commission rate, will give you your potential earnings.   

Today I don't want to talk about how much you want to earn, I want to talk about WHY you want to earn it. What...
15 January 2019


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