How a mistake can be a golden opportunity. Selling Radio with Pat Bryson
Fact: It is five times more expensive to generate new customers than to keep existing ones. The Gallup organization tells us this, and we all know it to be true. We also know that we humans make mistakes that can sometimes upset our clients to the point that we might lose them. How do we keep this from happening?
Making a mistake can give us the opportunity to make a raving fan of our client. But, it depends on how we respond to the mistake and how we rectify it.
First, respond as quickly as you know there is a problem. Putting off dealing with the situation, even if it might be unpleasant, will only make the situation worse. Call or, if possible, go to see the client in person. Explain the mistake. Take responsibility. Be honest.
Ask your unhappy customer three questions:
1 What has happened?
2 What should have happened?
3 What can I do to make it right?
Much of the time, what they ask us to do is much less than we would have been willing to do. Do what they ask, if at all possible. If you can do more than they ask, you have the opportunity to strengthen your relationship with them. They will remember the way you responded to the situation.
Write a follow-up note apologising for the problem and outlining what you are doing to correct it.
Clients understand that we are all human and that we sometimes foul up. If we handle the situation quickly and professionally, we can create an even stronger relationship with our client.
Read more Selling Radio with Pat Bryson here.
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.