Selling Radio with Pat Bryson
This is a story about four people named Everybody, Somebody, Anybody and Nobody.
There was an important job to be done and Everybody was sure that Somebody would do it. Somebody got angry about that, because it was Everybody’s job. Everybody thought Anybody could do it, but Nobody realized that Everybody wouldn’t do it. It ended up that Everybody blamed Somebody when Nobody did what Anybody could have done.
Does this sound familiar to you? Unfortunately in today’s world, this is all too common. We run into this kind of thinking going about our daily life. Extraordinary service is so uncommon that we all remember those people or institutions that provide it for us. And, we do repeat business with them.
In the radio, TV and newspaper business, we serve two customer bases: our listeners or readers and our advertising clients. Making sure that these two groups of people have extraordinarily good experiences with us is EVERYBODY’S job. Our corporate cultures should be such that the first employee who has contact with a customer with a need or a problem should see the process through until the customer is satisfied. “That’s not my job” is not an appropriate response.
This kind of client-focused culture begins at the top and trickles down to all employees. It takes work. It takes having personal responsibility for customer satisfaction as an important component of doing your job.
The clients I consult understand the importance of this. They are working on turning their clients into raving fans. Are you?
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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.