Why good story tellers make great sales people

Selling Radio Direct with Pat Bryson

The best sales people are story-tellers. They use stories about previous clients to help future clients to feel comfortable with giving them money.

Every time we approach new, prospective clients, they are asking themselves, “If I spend money with this person, will my opportunity for reward be greater than my risk?”  As salespeople, we are in the business of removing risk and creating value.  The more value we create, the more risk we remove, the better our chances of closing a sale.

To remove risk, there is nothing more powerful than a third-party reference.  And, the best source of a third-party reference is a testimonial letter.  Using a testimonial letter from another client who has risked his money and has seen good rewards tells our story better than we ever could.  We represent a biased party.  The third-party reference does not. 

We must become story-tellers.  In using the testimonial letters, we should tell the story first, then produce the letter as proof.  Some of my clients have their advertisers produce audio testimonials to use on the air and to play in presentations.  Again, these can provide great comfort to prospective clients.  These are much like the before and after pictures we see used in weight-loss advertisements, cosmetic surgery or hair growth ads.  

These stories must be real: they must be compelling.  And, we all have heard these good results from our current clients.

If you haven’t gathered the great things your advertisers tell you about their results, please make it a priority.  Happy, satisfied clients lead to new business. Use the power of the third-party reference to remove risk. 

And, become a consummate story-teller!


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.

You may contact Pat at [email protected] or visit her website at http://www.patbryson.com.