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Selling Radio

What's "long term" in radio sales?

Selling Radio Direct with Pat Bryson

 "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'll agree to three months."

 "Business is too uncertain to plan my advertising 6 months in advance."

"I never sign up for one year!"

Selling long-term advertising has always been a challenge. Clients are hesitant to agree to more...

05 June 2017

One More Way To Close The Sale

Selling Radio Direct with Pat Bryson

In an earlier newsletter, we talked about how to deal with Mr. Not-So-Big if we could not get to Mr. Big. To continue that discussion, there are some steps we can take to move our prospects through the Marketing Channel to a positive conclusion for us. One of those steps is to send a letter of confirmation to our prospects between...

17 April 2017

Working With Mr. Not-So-Big

Selling Radio Direct with Pat Bryson

All too often, we fail to close business because we are speaking to a person who can say, "No" but can't say, "Yes".  I call that person Mr. Not-So-Big.  As companies have multiple decision-makers or ultimate decision-makers in another geographic location, getting to the person who can make a final decision gets harder.

Sometimes, we just can't get to Mr. Big. When that...

01 March 2017

Are you ready for sales success in 2017?

Selling Radio Direct with Pat Bryson

Many of us will have already done our revenue projections for the New Year. But, just in case you haven't, let's talk about some guidelines for coming up with challenging, but realistic, goals. 

You might start with how much you wish to earn next year. The amount you wish to earn, divided by your commission rate, will tell you how much you need to bill. You can divide that by 12...

03 December 2016

Radio affects the Brain

Selling Radio Direct with Pat Bryson

How does radio affect the brain? 

The answer to this question is the secret weapon in our arsenal.

Westwood One commissioned some biometric studies to help answer that question. In this study, they found that video produced the least amount of brain activity.  Text-based ads brought a bit more brain activity, but audio advertising elicited the most.  

They credit this...

01 November 2016

Being Number One Is Important to Your Bottom Line

Selling Radio Direct with Pat Bryson

Zipf's Law. Ever heard of it? This natural phenomena is important to anyone who is selling a product.  Mr. Zipf found that "the", the most- used English word, occurred about twice as often as "of", the second most- used word, and about three times as often as "and", the third most used.

Zipf's Law also applies to the brand preference...

01 August 2016

It's What We Do, Not What We Say

Pat Bryson selling radio direct

Much of what we communicate to our clients is not what we SAY.  Albert Mehrabian, who was a research pioneer in body language, found that the total impact of a message is about 7% verbal (words only), 38% vocal (tone, inflection) and 55% nonverbal.  Many times, our bodies tell...

23 September 2015

Understanding the Marketing Puzzle

Selling Radio Direct with Pat Bryson

We don't sell radio, newspaper or TV. We sell marketing solutions.  Our clients will be glad to see us if they view us as unpaid staff members.  We know we've arrived when our clients call us to help them plan their marketing.

Our advertising is only one piece of the marketing puzzle...

23 September 2015

Great Radio sales people just LOVE to come to work

Selling Radio Direct with Pat Bryson

What makes a GREAT salesperson? They have the highest billing on the station, right?  They are constantly bringing in new accounts and upselling the old ones. But, what makes them special?

    •    They have a love for selling. Period. Exclamation point!...

23 September 2015

When reward outweighs risk, a sale is made

Selling Radio Direct with Pat Bryson

Why do our prospects buy from us?  As we move prospects through the stages of a sale, we know that the buying process can be complicated.  Much of the time, we are dealing with more than one decision maker.  We are always dealing with complex emotions (remember, people buy emotionally and justify it with logic...

23 September 2015

Selling Radio Direct with Pat Bryson

My "I" Controls My "R"

We've all had a salesperson who has excellent sales skills, seems to enjoy selling and yet consistently underperforms.  At least, they underperform in OUR estimation.  But they are performing within their comfort zone.  They are performing as they see themselves being able to perform.

The good...

23 September 2015

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...

23 September 2015

On the Conference Trail

Selling Radio Direct with Pat Bryson

I recently returned from the Radiodays Conference held in Milan, Italy. Over 1300 radio broadcasters from 50 different countries convened for 3 days to learn, discuss, interact and enjoy the hospitality of this wonderful city.

You would think that radio people in Iceland or Ukraine would have different problems than those in...

23 September 2015

Why Advertise? Have we forgotten?

Selling Radio Direct with Pat Bryson

What's the latest number you've heard for how many advertising impressions bombard us each day?  5,000? 6,000?  A lot, and more each year.  So many, in fact, that it makes us wonder why businesses should continue to spend money on advertising. Why should they join the...

23 September 2015

What is a Customer Worth?

Here's one of my favorite definitions of the marketing process:

"Marketing is the buying and selling of things with good will at a profit.  If you can only have one, take good will because it is tomorrow's profit."

Your clients need to build relationships with their customers.  They want to keep customers happy because...

23 September 2015

Make Money with Testimonials

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...

23 September 2015

Oops, We made a mistake

How a mistake can be a golden opportunity. Selling Radio with Pat Bryson

Fact: It is five times more expensive to generate new customers than to keep existing ones. The Gallup organization tells us this, and we all know it to be true.  We also know that we humans make mistakes that can sometimes...

23 September 2015

Organisation Will Make You Money!

Selling Radio with Pat Bryson. 2015 is here with new challenges to meet this year. It will be important to work harder and smarter. 

Finding new business is always important as is retaining existing business through better service strategies. How well we execute the basics of selling may well determine the success of our...

23 September 2015

The Million-Dollar Buyer Speaks Again

My friend and former client emailed me a few weeks ago after having read my newsletter on "word whiskers".  He said it spurred some thoughts. Here are his thoughts:

"You have triggered a couple of thoughts that kind of fit in...

15 September 2015

Get Ready for 2015

I know it seems impossible that 2015 is less than four weeks away, but it is!  Are you ready?  Will 2015 be the year you meet and exceed your goals?  Will it be your highest income year ever?  TODAY is the time to make the changes in your daily activities that will lead to higher revenue and higher income...

30 March 2015

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