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Selling Radio

A Letter from a Media Negotiator – Part Two: Be Prepared!

patbrysonsmallsquare_129Here’s part two of letter that I received and recently published from a media negotiator whom I consider to be one of the best in the business.  I worked with Les Boyle when I managed radio stations and frequently "butted heads" with his demands. It's important that...

29 April 2013

If they won’t give us their time, they won't give us their money!

550_200It's an age-old adage we all know to be true. Unless our prospects invest time with us, they usually won't invest money.

Pic: Valerie Geller and Pat Bryson at Radiodays Europe conference in Berlin

These opening lines may sound familiar to you:

"Yes, hello, my name is _________and I sell radio...

15 April 2013

17 Secrets to Success

These 17 Secrets are meant as life-lessons. I thought they were particulpatbrysonsmallsquare_129arly appropriate as secrets for success in sales also.

  1. Keep your temper to yourself
  2. Give your enthusiasm to everybody
  3. Be yourself, forget yourself, become genuinely...
07 April 2013

Making an Unhappy Customer Happy

patbrysonsmallsquare_129Most of our clients will measure the success of their advertising with us by the growth of their business.  But sometimes, we deliver the customer to the business, but the business either does not sell the prospects or does not retain them.  How they handle customer complaints is a...

01 April 2013

A Letter from a Media Negotiator

patbryson_copy_172One of my dear friends owns a large media buying company in the United States, ROI Media. When I managed radio stations, Les Boyle and I locked horns many times over rate, rotation, "added value", etc. He's one of the best negotiators I've ever known.

Recently he copied me...

24 March 2013

"Action Triggers" Help Us To Achieve Goals

If you haven't read the book, "Switch", I suggest you add it to your list. In this book, Chip and Dan Heath talk about change and how we each can accomplish it.

I'd like to share with you one of the concepts they talk about called "Action Triggers".

Our environment can reinforce or deter our habits.  Habits can be good or bad.  We say we have established a "habit" when our actions occur on autopilot. If we are to change, we must...

15 March 2013

How to make budget month by month

Every month, we begin the climb toward achieving our monthly sales budgets.  We all know that it's impossible to achieve those goals when we enter the month with no business on the books.  We must have a base of business from which we can build each month. To make certain that we achieve our goals, how much base business do we need?  How do we pace our progress?

We need to monitor our progress for the current month, next month and the month after...

15 March 2013

The 80 - 20 rule od Radio Sales

"80% of our business comes from 20% of our clients."Ever heard that bit of wisdom?  It's known as the Pareto Principle, named after Italian economist Vilfredo Pareto, who observed in 1906 that 80% of the land in Italy was owned by 20% of the population.  He also observed that 20% of the pea pods in his garden contained 80% of the peas. 

Most sales managers will tell you that 80% of their station's billing is produced by 20% of their sales staff. ...

15 March 2013

Sales is Confidence in Motion

Someone once said, "Sales is the transference of enthusiasm from one person to another." This is true. It is also true that we must have confidence in the products that we sell, or it becomes very difficult to sell them.

The question for today: "Do you REALLY believe that your radio station works for your clients?" Or, have you heard "Radio doesn't work" so often from your clients (or ex-clients) that you have begun to believe...

15 March 2013

What is a GREAT salesperson?

What is a great salesperson?  The one with the highest billing on the station, right? The  person who is constantly bringing in new accounts and up selling the old ones. But, what makes this salesperson special?

  • They have a love for selling. Period. Exclamation point!
  • They believe that they are offering the best value to their customers.
  • They place a strong emphasis on product knowledge.
  • They know how to...
08 March 2013


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