Internationally acclaimed Sales Consultant joins radioinfo. If you are in the business of selling radio advertising, you know it has never been tougher. To help out, radioinfo is delighted to announce that Bryson Broadcasting International’s founder and principal, Pat Bryson has joined our team with a regular column, so that you can benefit from her wisdom.
Pat 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 seven years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.
Pat’s regular column will start early next year, after the holiday season. In the meantime, here’s a couple of samples to get you started.
A few weeks ago I was role playing a presentation with one of my sales people when I noticed some “word whiskers”. At least, that’s what my old speech teacher would have called them. These are the words we use to fill silence while we try to think about what we want to say next. I also heard some words and phrases that weaken our message.
Throw out “throw in“.
“We’re just going to “throw in” these 10 free spots per week.” “We’re just going to “throw in” a weather sponsorship.” Notice how the use of “just” and “throw in” diminishes the importance of what we are giving to our clients? “Throw in” implies little thought and less value.
Another set of “word whiskers” I heard was ” this page is kind of a ……” It is, or it isn’t. “Kind of” weakens our message.
There is nothing wrong with a few seconds of silence.
We need to paint word pictures with our proposals and campaigns. We need to sound certain of our recommendations.
“Mr. client, the management of WXXX has made the decision to enhance the launch of your campaign with 12 additional selling messages at our expense.”
Doesn’t this make bonus spots sound much more impressive? And, these ARE at our expense! There is no such thing as a “free” commercial.
We all need to record ourselves practicing our proposals BEFORE we present to our clients. Watch for your own personal “word whiskers”. They may be “kind of“, “like“, “sort of“, “just“, “uh“…the list can go on. These tiny words can sabotage our message and drive our clients to distraction. Think about how carefully our on-air compatriots choose their words. We should take a lesson from them.
In addition to what we say, it is very much how we say it. Say it with gusto!
My Advertising Doesn’t Work
I bet you’ve heard that sentence at least once in your career. Whatever media you represent, it’s one of the four most common objections we encounter.
When you hear it during a first call, how do you engage the prospect in a dialogue instead of meekly slinking out the door?
Here are a couple of suggestions:
“You know, some of my best clients told me that the first time I contacted them. One of them in particular had had a bad experience with radio….”. Now recount a third party reference story about how you showed them how to properly use radio and they reaped great results.
Much of the time, advertising doesn’t work because it was used improperly. The previous sales person didn’t set the client’s expectations realistically.
“We have had good success with helping previously unsuccessful clients to get great results from radio. I’m not sure if I might be of help to you, but we have worked with many business people in this area who now make radio a fundamental part of their marketing strategy. One in particular…..” You can now tell them about how your other client created successful campaigns.
Using a third party reference on this kind of objection can be most helpful. Rather than us telling a prospect how great we are, another unbiased individual is used as an example of having RISKED their money and having been REWARDED with a good return on their investment.
Third party success stories make an excellent sales meeting. Go around the room and tell your best success to the group. Now you have a collection of stories to tell.
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.
This article was republished with permission from Pat Bryson’s Newsletter