Selling Radio Direct with Pat Bryson
There are only two ways to increase your billing:
- Sell more clients
- Sell current clients more
I bet we’d all like to double our billing by 2026. How do we start to do so?
Take a look at your last three months’ billing.
- What was your total monthly billing?
- How many clients did you have on each month?
- What was the average $ per client?
Now that you have a number, you may proceed. One way to double your billing looks like this:
Month 1: Your billing is $30,000. Your average billing per client is $1500. You have 20 clients on.
Month 2: Your billing is $45,000. Your average billing per client is still $1500, but you have 30 clients on.
Month 3: Your billing is $60,000. Your average billing is STILL $1500 but you have 40 clients on.
That’s a LOT of new clients to find each month. There is an easier way!
Month 1: Your billing is $28,000. Your average billing per client is $1400. You have 20 clients on.
Month 2: You bill $42,000. Your average billing per client is $1750 and you have 24 clients on.
Month 3: Your billing is now $56,000. Your average billing per client is $2000 and you have 28 clients on.
Instead of doubling the NUMBER of clients you have, it is much easier to sell the sold. You do need to find some additional clients, but you also need to sell your current clients more. And I bet if you look at the type of schedules your current clients are utilizing, you will find that many of them are not using OES schedules and are not on consistently. They will receive better results by increasing frequency and consistency AND you will see an increase in dollars without doubling the number of clients you must service. It’s a win-win for both!
What new ideas can you bring them to encourage an increase?
Start with a new CNA. What has changed in their business in this past year? Where are they now and where do they want to be in another 12 months? Search for new challenges and pain points they are experiencing. New problems can trigger a need for additional advertising.
Can they add a daypart?
Can they add a day?
Can they add another station?
Can they utilize a digital program?
We have many tools in our tool box with which to create campaigns for our clients. Our customers respond to good ideas. They will give you more of their advertising budgets if you give them a way to increase their return on investment.
As you plan 2026, plan to double your billing. But plan to do it the smart way!
Happy Selling!
Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers. She is a regular contributor to radioinfo.
Pat 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”.
Pat has five times been named one of Radio Ink’s Most Influential Women in Radio.