Selling Radio Direct with Pat Bryson
In an earlier newsletter, we talked about how to deal with Mr. Not-So-Big if we could not get to Mr. Big. To continue that discussion, there are some steps we can take to move our prospects through the Marketing Channel to a positive conclusion for us. One of those steps is to send a letter of confirmation to our prospects between the Customer Needs Analysis and the presentation. This letter reinforces the time and date of our next appointment, but it also highlights the importance of being able to have all the people of influence in the meeting and being able to make a decision at that time. Here’s a sample of a confirmation letter that one of my sales reps used recently. Names have been changed to protect the innocent!
Hi Dave and Tom:
Thanks for meeting with me yesterday. I appreciate your having shared your goals and objectives for your company. As we talked about, I have some ideas that I believe can make you money and help you to achieve your next level of success. I’ll be back (insert time and date) to share them with you. Will the two of you still be able to make the meeting?
I hope that, at that time, we will make the decision to move forward together. If my campaign does not meet your needs, you have my permission to tell me, “No”.
May we have an agreement that we will make a decision, yes or no, at our next meeting?
It will be exciting to work with your company. See you (date and time).
The confirmation letter is one more way to stress to our clients that we are serious. We have important ideas to share. We are respectful of their time, and we expect them to be respectful of ours.
It’s one more way we set ourselves apart from the normal salesperson who begs for appointments. We share our expertise. We solve problems for our clients. The result is money for us and for them!
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.