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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

Selling Multi-Year Radio Advertising Agreements: It can be done
Selling Radio Direct with Pat Bryson
I hope by now you have been talking with all your clients about 2019. 

In fact, I hope you've been doing so for the past two months. I'm sure you've encountered objections to scheduling longer than a few weeks or months:

"I'm not sure radio works. You'll have to prove it to me with this week's schedule."

"I want to test you. I...
04 December 2018

A little customer service goes a long way

Selling Radio Direct with Pat Bryson

A few weeks ago, I needed two items that a quick search on the Internet showed me should be available at Best Buy. I'm rabid about buying from store fronts since most of our business comes from local sources, and, though Best Buy isn't local, they do have a store I can walk into, see and touch the merchandise, and have someone to answer questions. But, I spoke too quickly. Yes, I could...

03 October 2018

Understanding the Marketing Channel
Selling Radio Direct with Pat Bryson
Every time a new product is introduced, potential consumers must move through the Marketing Channel. 

The stages are Unawareness, Awareness, Comprehension and Image, Attitude and Action. 

Remember the first tablet that was introduced?  You were probably asking yourself: What...

18 September 2018

Getting to "Yes"

Selling Radio Direct with Pat Bryson

Getting prospects to sign on the dotted line does not always go according to your plan.

At the moment of truth, your prospect may back off. You may hear the dreaded, "I want to think about it." What went wrong?

Closing is a process, not a single event. Getting a positive conclusion to your "ask" starts way before you present a schedule or idea. It starts from the very first...

01 September 2018

Words That Weaken Your Message

Selling Radio Direct with Pat Bryson

Those pesky little words that we use to fill silence as we decide what to say next. These words and sounds keep us from sounding confident. They weaken our messages. My speech teacher called them "word whiskers".

I hear them often when I work with sales people. Which sound familiar to you?

"We're JUST going to "THROW IN" these 10 FREE spots per week."

 Notice how the use of "just...

22 May 2018

Keep Your Pipeline Full

Selling Radio Direct with Pat Bryson

It's important to keep your sales pipeline full of prospects. If they don't enter your funnel, they won't come out as sales. This first step is vitally important to growing our business.

Many salespeople dread and avoid prospecting.  While there is no "secret formula" to make it easy, I've listed some rules that can help make prospecting successful. 

  1. Make an appointment with yourself....
01 May 2018

The Power of "Thank You"

Selling Radio Direct with Pat Bryson

When was the last time someone sent you a Thank-You note? Do you still have it? These items are so rare today that you just might have it posted on your wall. Especially if it were from your boss, a customer, a friend. 

The point is, so few people say "Thank you" anymore that receiving a hand-written note becomes an event. Somehow the fact that it is hand written makes it more special than receiving...

18 April 2018

Radio and the Brain

Selling Radio Direct with Pat Bryson

Westwood One recently did a biometric study of how various forms of advertising affect the brain. What they found was that video produced the least amount of brain activity. Ads that were text-based elicited a bit more. Audio advertising elicited the most brain activity. Why?

Radio is a single-sense medium that allows you to build a picture in your mind.  Most of us would agree that the movie is NEVER as...

15 March 2018

My unusual holiday

In December, I spent two weeks in Pakistan. Now, this is not  my normal location to spend part of my holidays.

I like to be in front of my fireplace staring at my tree and planning the new year. 

I was asked to be part of a group of broadcasters and journalists who were sent to work with TV, Radio and Print journalists in Karachi and Islamabad. And, yes, the answer to your question is, "I did have a few minutes hesitation to go to a country where...

18 February 2018


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