Selling Radio Direct with Pat Bryson
I was working with my newspaper client a few weeks ago discussing the most common objections they hear. Undoubtedly, it was this, “Nobody reads the newspaper anymore.” I found this interesting because I also hear from my radio clients, “Nobody listens to radio anymore. They listen to satellite or podcasts.” I hear from my TV people, “Everyone fast-forwards through the commercials or watches Netflix.”
We all experience the same objections tailored to our media. But, I had an “a-ha” moment. 10 or 20 years ago, when a new business opened, the first thing they thought of in regards to advertising was “I have to place a newspaper ad”. Now, we radio people were never the first thing they thought of, TV maybe second or third. But today, what do you suppose is the first thing a retailer thinks of in regards to advertising? “I have to put this on Facebook”.
It all comes down to perception. Does our prospect perceive that Facebook is the best place to advertise? Does our prospect perceive that “no one reads the newspaper” “no one listens to radio” “everyone watches Netflix”?
Perceptions have changed in today’s digital world. Yet, studies show that “traditional” media still hold a valuable place in the advertising universe. We still educate consumers on what to buy, where to buy it and why they should want it. But, we are dealing with perceptions that shape the reality and decisions of our prospects and clients. We must understand these perceptions. We must understand the world of our clients. It’s a new world for them also.
The more we understand their world, the better equipped we are to create campaigns to meet their needs. We can become their guide in this complicated marketplace.
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.