Facts or Benefits?

Selling Radio Direct with Pat Bryson

Take five minutes and write down all the facts you know about your stations. You may know so much that you need more than five minutes.

 Now take five minutes and write down WHY these facts are important to your clients.   
 It’s a bit of a trick question. To write down WHY these facts are important, you need to have a specific client in mind. Not all facts are important to all clients!  In fact, if the client hasn’t given you a reason to believe a particular fact IS important to them, it probably isn’t.
 When you fill your presentations with overflowing facts about your company, you may notice that your client’s eyes glaze over. They suddenly have another meeting to attend.  
 Clients are interested in our stations (our world) only because they believe that we can make their world better.  
       Fact: This is important to you because…..
       Fact: You asked about this……
       Fact: You would be interested in this because…..
       Fact: This has meaning to you because….
       Fact: What this means to you is…..
Fact: Benefit. A sales technique we all need to learn. It answers WHY a fact is important to a client. And the “Why” is uncovered in the Phase Two needs analysis stage.
 It’s not about US: It’s about THEM!
Learn this: Use this. Higher billing awaits! 

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.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.



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