​Where the truth lies

Selling Radio with Pat Bryson

When an advertiser tells you that Radio doesn’t work it may not be entirely true says international sales expert, Pat Bryson.
 
Someone once said, “Sales is the transference of enthusiasm from one person to another.”  This is true. It is also true that we must have confidence and belief in the products that we sell, or it becomes very difficult to sell them. 
 
The question for today: Do you REALLY believe that your radio station, TV or newspaper works for your clients? Or, have you heard “My advertising doesn’t work” so often from your clients (or ex-clients) that you have begun to believe that advertising is an “iffy” proposition?
 
I work with a newspaper company and have heard, “Newspaper doesn’t work” several times when riding with the sales staff. Now, my experience riding with radio reps is that our clients tell us that newspaper advertising is wonderful and never fails to produce results.  But, riding with the newspaper reps, I hear that radio is great and newspaper isn’t. Hummmm…..what’s going on here?
 
Perhaps the truth lies somewhere in the middle.  Radio, TV, newspaper, any form of advertising CAN and WILL work if done properly.  Do you think our clients might be negotiating with us?  Do you think that, if they tell us how well our campaigns do work, that we might ask for more money from them?
 
We need to stop drinking the bad Kool Aide from our clients and concentrate on the success stories that are all around us.  Make sharing success stories a part of every sales meeting.  These third-party references are critical to our selling process.
 
When was the last time you asked for, and got, a written testimonial from a satisfied client?  Why not record an audio version of testimonials, edit them together, and play for prospective clients?  These testimonials are from real, live business people who have risked money with you and have gotten rewarded.  They can tell our story better than we ever could.
 
Believe in what you do.  Only then can you transfer the emotion and enthusiasm necessary to convince others to join you. 

Read more sales tips in Selling Radio with Pat Bryson 
 
Truth and Lie Justice Scale Concept photo: shutterstock
 

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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