Selling Radio Direct
with Pat Bryson
Every time we approach a new prospect, or ask an existing client for a renewal, that person is asking themselves: “What’s in it for me?”
The answer to that question comes down to risk versus reward. Does your client feel that giving us money will return their investment? Is the “reward” perceived as greater than the “risk”?
Our job is to increase the perceived value and to reduce the perceived risk. Note I said, “perceived”. The real risk may be much less than the perceived risk.
All sorts of external situations can raise the perception of risk. We cannot control most of these. What we CAN control is our reaction to them.
“People buy emotionally and justify it with logic.” True, true, true. 90% of buying decisions are made emotionally. BUT, we can reduce the perceived risk by adding that little bit of logic to our solutions.
What needs to happen to achieve our clients’ goals? We call this “The Return on Investment Calculation Worksheet”.
You will need some metrics from your clients. You get these numbers during the customer needs analysis.
1. What is their average sale?
2. What is their closing ratio?
3. How much do they wish to grow their business
in the coming year in dollar amount?
Armed with these numbers, we can calculate what needs to happen to achieve their goals.
Here’s the formula:
Growth objective divided by the average sale equals the number of new sales needed for the year.
The number of new sales needed divided by the closing ratio equals the number of new responses needed per year.
The number of new responses needed divided by 12 equals the number of responses needed per month.
That number divided by the number of days open per month equals the number of responses needed per day.
Do you believe your campaign can ultimately produce those results? If the answer is, “Yes” then you can present with full confidence.
Your campaign ideas have made them “want to”: your ROI worksheet shows them it’s possible.
Higher revenue 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.