Selling Radio Direct with Pat Bryson
In our last feature we were talking about how to use our opening lines to get appointments with new prospects. If they won’t give you their time, they won’t give you their money. It’s an old adage, but a true one!
When we first approach a prospect, we must get their attention by presenting our services from the standpoint of how we help clients solve business problems. We are NOT radio or digital salespeople. We are problem solvers who use the tools we have in our tool box to help our clients with their business problems. Got it? We must do a 180 in our thinking. It’s NOT about US. It’s about our CLIENTS!
Today we continue with how to get the attention of a new prospect when you must reach them by phone. The same process we discussed last newsletter will work in person or on the phone. On the phone we experience some additional road blocks since all visual cues are missing. We only have what we say and how we say it: voice and intonation. I suggest standing (the diaphragm is open and changes the way your voice sounds) and smiling (this also changes the way your voice sounds. You can hear the “smile” without seeing it.)
We also have to get by the gatekeepers. Much of the time the “gatekeeper” isn’t even a human, it’s voice mail. We play hide and seek with a new prospect.
Scenario A: You’ve been calling and calling a new prospect, trying to schedule an initial appointment to assess his needs. You’re being ignored by the use of voice mail. The next time you reach his voice mail, schedule an appointment. Leave the date, time and place of the meeting (his office). Ask him to call you back only if the arrangements are inconvenient. While many potential customers won’t call you back to schedule an appointment, they will call you back to prevent one. Now you have them on the phone!
Scenario B: You’ve had trouble reaching a prospective client. Again, you get his voice mail. Try calling before or after regular business hours. Much of the time, the top decision maker will be at his or her desk long after the staff has gone home. You’ll be talking to a real, live person.
Scenario C: One of your current clients has given you a referral. It’s usually not very effective to leave your number on a prospective client’s voice mail. Instead, tell him you have been asked to call by Mr. ___ and that you will return the call the next day at ____o’clock. That way, he’ll be expecting your call and will know that you were sent by one of his acquaintances. Also, you can truthfully tell his gatekeeper, “Mr. ___ is expecting my call.”
Scenario D: “Hello, this is Pat B from XXXX and this is a sales call. If you want to hang up, now is the time to do it.” Try this one, you will love it!
On all of these “grabbers” you’ll need to put them into your own words. Practice them in front of a mirror until they sound natural. Using them will make you sound different than the other 159 radio salespeople who have contacted your prospects in the last week.
In every case, when we approach a prospective client from OUR WORLD, we meet resistance. No one wants to buy advertising: they buy it for what they think it will do for them! We need to move into the WORLD OF THE CLIENT. We need to approach our prospects with that we can do for them. Our mantra should be: we do not sell radio or digital advertising: we sell client solution!
Happy Problem Solving!
Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers.
She has consulted stations in the United States, Canada, Australia, Europe and Central Asia. Her career has included on air, salesperson, sales manager and general manager.
Since opening BBI, she has travelled extensively and has spoken at most major radio conventions on three continents.
Pat is the author of two books, “A Roadmap to Success in High Dollar Broadcast Sales” and “Successful Broadcast Sales: Thriving in Change”.