Selling Radio Direct with Pat Bryson.
As businesses continue to reopen, our jobs as their media partners become more and more important. How may we best help them to recover from the results of COVID?
During the shutdown, businesses tended to fall into three categories:
1. Events that didn’t happen. They were either cancelled or postponed.
2. Non essential businesses who were shuttered.
3. Essential businesses who remained open but were forced to service customers differently.
As the phases of reopening progress, the messages that each of these businesses send out is extremely important. They cannot assume that opening their doors without inviting customers in will result in an influx of business.
What do their potential consumers need to know TODAY?
Think of yourself, a typical consumer. What do you need to know?
1. Who is open?
2. WHEN are they open? Have times changed?
3. What changes have been made in the business?
4. Are there limits on numbers of customers who can shop at one time?
5. Must you wear a mask?
6. What safety protocols are the employees following?
7. Is it SAFE to come in?
During the shut down, messages became quickly outdated. We found ourselves changing them almost weekly. The same will be true now. As consumer mindset changes, so must the message. People will become less concerned about safety, hours will continue to change as customers return to stores. (Note: ask your clients to check their digital listings. Many of them will not have changed their store hours online. Frustrated customers show up to find the store closed.)
Will your clients want to grow their online presence? Many of them got caught short without an adequate digital presence. If your company sells a full line of digital products, now may be a good time to approach your traditional radio or TV clients with help to create a virtual storefront.
Now is the time to set with each client and ask:
1.What has changed in the way you will serve your customers?
2.Where do you want your business to be in 30,60,90 days?
3.What do your customers need to know about you NOW?
Understanding how COVID has affected each business, what plans they have moving forward will allow us to craft messages and campaigns to assist them during this critical time.
Partner with them for success!
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, is the author of A Road Map To Success In High-Dollar Broadcast Sales and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.
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