Selling Radio
My "I" and My "R"
Selling Radio Direct with Pat Bryson
In my previous post, we talked about our "Why?". What are our Level Three motivators that spur us to action each day? We also mentioned that your Identity, "I", will drive your role, "R". Let's explore that concept a bit today.
I'm sure you have all known a...
04 February 2019
What's Your "Why"?
Selling Radio Direct with Pat Bryson
2019 is off and running. By now you will have your new revenue goals for the year. Based on those revenue goals, you can calculate how much you will earn this year - your revenue goals, divided by your commission rate, will give you your potential earnings.
Today I don't want to talk about how much you want to earn, I want to talk about WHY you want to earn it. What...
15 January 2019
Selling Multi-Year Radio Advertising Agreements: It can be done
Selling Radio Direct with Pat Bryson
I hope by now you have been talking with all your clients about 2019.
In fact, I hope you've been doing so for the past two months. I'm sure you've encountered objections to scheduling longer than a few weeks or months:
"I'm not sure radio works. You'll have to prove it to me with this week's schedule."
"I want to test you. I...
04 December 2018
A little customer service goes a long way
Selling Radio Direct with Pat Bryson
A few weeks ago, I needed two items that a quick search on the Internet showed me should be available at Best Buy. I'm rabid about buying from store fronts since most of our business comes from local sources, and, though Best Buy isn't local, they do have a store I can walk into, see and touch the merchandise, and have someone to answer questions. But, I spoke too quickly. Yes, I could...
03 October 2018
Understanding the Marketing Channel
Selling Radio Direct with Pat Bryson
Every time a new product is introduced, potential consumers must move through the Marketing Channel.
The stages are Unawareness, Awareness, Comprehension and Image, Attitude and Action.
Remember the first tablet that was introduced? You were probably asking yourself: What...
18 September 2018
Getting to "Yes"
Selling Radio Direct with Pat Bryson
Getting prospects to sign on the dotted line does not always go according to your plan.
At the moment of truth, your prospect may back off. You may hear the dreaded, "I want to think about it." What went wrong?
Closing is a process, not a single event. Getting a positive conclusion to your "ask" starts way before you present a schedule or idea. It starts from the very first...
01 September 2018
Words That Weaken Your Message
Selling Radio Direct with Pat Bryson
Those pesky little words that we use to fill silence as we decide what to say next. These words and sounds keep us from sounding confident. They weaken our messages. My speech teacher called them "word whiskers".
I hear them often when I work with sales people. Which sound familiar to you?
"We're JUST going to "THROW IN" these 10 FREE spots per week."
Notice how the use of "just...
22 May 2018
Keep Your Pipeline Full
Selling Radio Direct with Pat Bryson
It's important to keep your sales pipeline full of prospects. If they don't enter your funnel, they won't come out as sales. This first step is vitally important to growing our business.
Many salespeople dread and avoid prospecting. While there is no "secret formula" to make it easy, I've listed some rules that can help make prospecting successful.
- Make an appointment with yourself....
01 May 2018
The Power of "Thank You"
Selling Radio Direct with Pat Bryson
When was the last time someone sent you a Thank-You note? Do you still have it? These items are so rare today that you just might have it posted on your wall. Especially if it were from your boss, a customer, a friend.
The point is, so few people say "Thank you" anymore that receiving a hand-written note becomes an event. Somehow the fact that it is hand written makes it more special than receiving...
18 April 2018
Radio and the Brain
Selling Radio Direct with Pat Bryson
Westwood One recently did a biometric study of how various forms of advertising affect the brain. What they found was that video produced the least amount of brain activity. Ads that were text-based elicited a bit more. Audio advertising elicited the most brain activity. Why?
Radio is a single-sense medium that allows you to build a picture in your mind. Most of us would agree that the movie is NEVER as...
15 March 2018
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