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 risk versus the reward. If the risk is seen as greater than the opportunity for reward, they will not give us their money. It’s that simple.
Using a testimonial letter from another client who has risked his money and has seen good rewards tells our story better than we ever could. We represent a biased party. They do not.
Some of my stations produce audio testimonials as well as written ones. They play these for prospective customers. Some play them over the air.
If you haven’t updated your testimonial file recently, now is the time to do it. Happy, satisfied clients lead to new business. Use the power of the third-party reference.
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.