Selling Radio Direct with Pat Bryson
No salesperson really likes to hear a “No”. We’d much rather hear a “Yes!”. But other than getting the “Yes”, hearing “No” is the best response we can hear from our prospects. What we DON’T want to hear is NOTHING! If you tracked the responses you’ve received from potential clients, I would bet that many of them never told you “Yes” or “No”. They just faded away in indecision.
When we hear a “No” our next response should be to find out why it is a “No”.
If you recall the Curve of Forgetting, it is quite possible that your prospect is saying “No” because they remember something about your campaign incorrectly. If you can correct that misinformation, you can have a sale.
Perhaps your client has said “No” or not made a decision because they don’t have enough information about WHAT’S IN IT FOR THEM! Did you clearly explain WHAT you are bringing to them, WHY you chose that campaign, and HOW it will meet their needs and goals? Many times we stop with the WHAT. Prospects don’t always make the connection to HOW without our help.
Are you talking to Mr. Big? So many times we present to the person who can say “No” but can’t say “Yes”. We need to make sure all the decision makers and people of influence are present when we ask for the money.
Do they trust you? Have you established your credibility as the “expert”? As you have moved them through the sales process, have you kept your promises, done what you have said you would do when you said you would do it? Have you made it easy to work with you?
As you present your campaign, have you used “tracking phrases” to make sure the prospect is in agreement with you every step of the way? Using tracking phrases turns your monologue into a dialogue and brings your prospect into the buying process.
Put some immediacy in your proposal. Make the offer good for only a few days or a couple of weeks. If you are presenting an event or a program that has limited availabilities, let your prospect know. Delaying their decision may lose the opportunity.
Anytime I get a “No” I want to do a forensic analysis on it and trace my process from start to finish. What could I have done differently along the way to have a different outcome? We learn from our mistakes and we get better.
Love the “Yes” but also learn to love the “No”. You CAN sell a “No”!
About the Author
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”.