Selling Radio with Pat Bryson
For years I’ve been training sales people on this basic message: it’s not about us, our stations, our newspaper, our product. It is about our clients and their world, needs, problems, goals. The more we understand and operate from their perspective, the more successful we will be.
I was delighted to read an article in Inside Radio that came out recently. It talked about what clients want, determined by a survey done by AdMall. AdMall surveyed small and medium-sized businesses and found that 55% said that reps who know their (the client’s) customer base are critical for success. Two-thirds of small business owners say they want a sales rep who knows their business. It is no longer enough to know our company’s products.
So, how do we come to understand our clients’ businesses? Ask them! The needs analysis phase of our sales process becomes vital in obtaining the information we need to craft successful campaigns. The questions asked in the needs analysis phase should be centered on the client’s business: What is their average sale? What is their profit margin? What is their closing ratio? What part of their business gives them the greatest ROI? Have their profit centers shifted? What challenges are they facing today that they didn’t face 1 year ago?
These are just a sample of questions that focus on the world of the client. It is no longer acceptable to ask “surface” questions. We must dig more deeply into the concerns of the client.
Many of us are now selling digital products as well as traditional radio, TV and newspaper ads. This gives us the opportunity to become full-service marketing consultants for our clients. Selling digital can improve our bottom line, but we must guard against losing our focus on our core business.
Today’s sellers must be more sophisticated that ever before. We must have a broad understanding of the principles of advertising and marketing. We must have a working knowledge of business. We must fully understand all the products we have in our portfolio of things to sell. What an exciting time to be in our business! Happy understanding and happy selling!
About The Author
Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.
Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.
Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.
She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.
You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.
This article was republished with permission from Pat Bryson’s Newsletter