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Selling Radio

When reward outweighs risk, a sale is made

Selling Radio Direct with Pat Bryson

Why do our prospects buy from us?  As we move prospects through the stages of a sale, we know that the buying process can be complicated.  Much of the time, we are dealing with more than one decision maker.  We are always dealing with complex emotions (remember, people buy emotionally and justify it with logic...

23 September 2015

Selling Radio Direct with Pat Bryson

My "I" Controls My "R"

We've all had a salesperson who has excellent sales skills, seems to enjoy selling and yet consistently underperforms.  At least, they underperform in OUR estimation.  But they are performing within their comfort zone.  They are performing as they see themselves being able to perform.

The good...

23 September 2015

Email - nothing personal

Selling Radio Direct with Pat Bryson

Well, I got another letter from Les. Remember him? He's the buying service for radio and TV that spends millions each year with broadcast.  He's also been a friend of mine for some years. Even though I no longer do battle with him over rates and schedules, we still keep in touch. When Les speaks, we should listen. And...

23 September 2015

On the Conference Trail

Selling Radio Direct with Pat Bryson

I recently returned from the Radiodays Conference held in Milan, Italy. Over 1300 radio broadcasters from 50 different countries convened for 3 days to learn, discuss, interact and enjoy the hospitality of this wonderful city.

You would think that radio people in Iceland or Ukraine would have different problems than those in...

23 September 2015

Why Advertise? Have we forgotten?

Selling Radio Direct with Pat Bryson

What's the latest number you've heard for how many advertising impressions bombard us each day?  5,000? 6,000?  A lot, and more each year.  So many, in fact, that it makes us wonder why businesses should continue to spend money on advertising. Why should they join the...

23 September 2015

What is a Customer Worth?

Here's one of my favorite definitions of the marketing process:

"Marketing is the buying and selling of things with good will at a profit.  If you can only have one, take good will because it is tomorrow's profit."

Your clients need to build relationships with their customers.  They want to keep customers happy because...

23 September 2015

Make Money with Testimonials

Selling Radio with Pat Bryson. There is nothing more powerful than a third-party reference.

To that end, I ask you, "How many testimonial letters do you have on file at your office?"  These letters give us the opportunity to provide great comfort to our prospects.

Each time we ask someone to invest money with us, they begin to debate the...

23 September 2015

Oops, We made a mistake

How a mistake can be a golden opportunity. Selling Radio with Pat Bryson

Fact: It is five times more expensive to generate new customers than to keep existing ones. The Gallup organization tells us this, and we all know it to be true.  We also know that we humans make mistakes that can sometimes...

23 September 2015

Organisation Will Make You Money!

Selling Radio with Pat Bryson. 2015 is here with new challenges to meet this year. It will be important to work harder and smarter. 

Finding new business is always important as is retaining existing business through better service strategies. How well we execute the basics of selling may well determine the success of our...

23 September 2015

The Million-Dollar Buyer Speaks Again

My friend and former client emailed me a few weeks ago after having read my newsletter on "word whiskers".  He said it spurred some thoughts. Here are his thoughts:

"You have triggered a couple of thoughts that kind of fit in...

15 September 2015

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