Selling Radio Direct with Pat Bryson
For several decades, I’ve had the privilege to work with a gentleman named Les Boyle. I first knew him when he was marketing manager for Getty Oil. Later, he opened ROI Media, a buying service for radio and TV. His negotiating techniques struck fear into the hearts of media reps everywhere. Eight to five he was a real bear: after work hours he turned into the nicest guy ever.
A few months ago, I received an email from Les with words of wisdom directed towards today’s sales people. He agreed that I could share them with you:
“Way back in the days of network radio, there was a very popular variety show emceed by “Fred Allen”. Among the many skits was a recurring bit on the “door-to-door salesman”. The salesman would knock on each door and then mutter “Nobody home, I hope, I hope, I hope!”
It was a funny bit to listen to, and a very thought-provoking statement on all of us, because we do not like rejection of any sort and generally take the easy way around it by not trying. By not facing rejection, and doing your best to overcome it, absolutely nothing happens! Nothing!
We cannot live on “nothing”!
We must overcome the instinct to avoid rejection and charge right on. Those who do, win the battles, face the challenges, overcome the urge to hide, and become top performers.
With all of today’s electronic gadgetry, an awful lot of people are hiding behind emails, etc to try to do business.
Face-to-face and direct contact is being replaced by the Internet.
This is kind of like the “nobody’s home” approach.
It may work for some people with a tight inventory, a “seller’s market”, but that is not usually the case today.
The Internet is a tool, not the answer to strong
salesmanship!
Business will not grow without personal interrelationships.”
Les, I couldn’t have said it better myself. Thanks for letting me share your words of wisdom.
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, is the author of A Road Map To Success In High-Dollar Broadcast Sales 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.
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