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Selling Radio

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. 

  1. 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

My unusual holiday

In December, I spent two weeks in Pakistan. Now, this is not  my normal location to spend part of my holidays.

I like to be in front of my fireplace staring at my tree and planning the new year. 

I was asked to be part of a group of broadcasters and journalists who were sent to work with TV, Radio and Print journalists in Karachi and Islamabad. And, yes, the answer to your question is, "I did have a few minutes hesitation to go to a country where...

18 February 2018

Do Actions Speak Louder Than Words?

Selling Radio Direct with Pat Bryson

Why is it so hard to get people's full meaning when we converse by telephone or through email?  It's because much of what we communicate with one another is not what we SAY or write.

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%...

29 October 2017

Why would I want to buy radio ads?

Selling Radio Direct with Pat Bryson

John Wanamaker is credited with saying, "Half of my advertising is wasted: I just don't know which half."

Whether or not this is true, we know that successful advertising campaigns contain three elements:

1. Enough repetition weekly so that half of your audience hears the message a minimum of three times.

2. Enough consistency (read:long...

04 October 2017

The first place to advertise in a changing world

Selling Radio Direct with Pat Bryson

I was working with my newspaper client a few weeks ago discussing the most common objections they hear. Undoubtedly, it was this, "Nobody reads the newspaper anymore." I found this interesting because I also hear from my radio clients, "Nobody listens to radio anymore. They listen to satellite or podcasts."  I hear from my TV people, "Everyone fast-forwards...

06 September 2017

Selling Radio Direct with Pat Bryson

Do It Today! Ever heard that bit of wisdom, "Never put off till tomorrow, what you can do today"?  

One of the attributes of great sales people is a trait we call "urgency".  They want it done yesterday...or now at the latest.  They never put things off.

As sales people, we keep many plates spinning wildly at all times.  We need to be able to multi-task, and, we need to get things done.  Today is better than tomorrow.

Sometimes,...

04 August 2017

Why good story tellers make great sales people

Selling Radio Direct with Pat Bryson

The best sales people are story-tellers. They use stories about previous clients to help future clients to feel comfortable with giving them money.

Every time we approach new, prospective clients, they are asking themselves, "If I spend money with this person, will my opportunity for reward be greater than my risk?"  As salespeople, we are in the business of removing risk and creating...

18 July 2017

How To Avoid the "Chicken Out" Syndrome

Selling Radio Direct with Pat Bryson

Last newsletter we talked about selling long-term. Part of the process of selling long-term is managing our clients' expectations by teaching them what advertising CAN and CANNOT do at the time we sell them.  If we wait until later, when they don't see immediate response and want to cancel, it sounds as though we are making excuses.  

Explaining the results UP FRONT puts us in the position of...

27 June 2017

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

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