Email - nothing personal | radioinfo

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, here's what he has to say to us today:

"Are you running an effective sales force??? So you have, in your opinion, trained them well. They are professional and you continue to work with them?  Is the support staff providing the required support and follow- through needed to keep the clients coming back for more advertising effectiveness?

Do you have a system and follow-up procedure that professionally handles all phone calls and e-mail follow ups?  Well, don't say, "Yes" unless you set phone operators and staff follow-up procedures to consistently solve client problems and further the messages that make sure the sales people react and call back.  If you want to grow sales, you have no choice.

 Call-backs until the client's situation is resolved!

 No, not e-mails, people hide behind e-mails, and client confidence will deteriorate, if the follow-up is only e-mails.

 Robo phone answering...are you kidding?  "If you know the person's extension, etc."  To my mind, this cost-saver drives business away.  Incentivise the sales assistant to handle calls and actual follow-up.  The assistant needs to be charged with tracking the sales people to insure they follow up.  It will make you money.

 E-mail answers should be banned unless they follow personal contact, nose-to-nose or by phone.

 Start monitoring....I hope you are not totally surprised by what you find.

 Stop the e-mails and get personal with the clients. A warm, "Can I help you?" phone answer will have a direct effect on your profitability.  Fire the telephone robot, hire productivity.

 E-mail contact as a continuing communications effort really says, "I am afraid to talk to you!" or "I don't want to talk to you."

 Salespeople and managers who hide behind e-mails are rarely really effective partners to handle our needs and problems.

 We get to a point of moving the money to those who handle our business on a personal basis.

 If your profitability is under par, there are reasons..."

Well, whatever or whoever set Les off this time, he speaks truth. We struggle daily to remain relational, not transactional. Perhaps we should listen and take to heart one who spends, or tries to spend, money with us! Thank you, Les, for these 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 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 or visit her website at

Read more Selling Radio with Pat Bryson here and here.

PIc: Pat Bryson with radioinfo's Steve Ahern at Radioidays Europe.

Read more at: ©


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