Selling Radio Direct with Pat Bryson.
I know we all feel at times as though our service and care of our clients goes unnoticed and unappreciated by them.
We do our best, we go above and beyond, and they still cancel us. Or, they buy a cheaper deal.
“People will do what they perceive to be in their best interest!”
Sometimes our hard work will be rewarded because our “extra mile” makes our clients perceive that it will be in their best interest to keep doing business with us.
Some time ago, a group’s sales manager sent me this story.
It is a true one, with names and places changed to protect the guilty. I will, however, use the name of the extraordinary salesperson whose story this is even though he has since retired and is playing way too much golf. I often use him as an example of how to treat customers.
“A good update from Phil today from his lunch with Client X. Client X had instructions from corporate to cut their budget back on all marketing (sound familiar?). Client X is doing so, on all radio except us.
“Client X has been using several radio stations in the market. Client X has not once seen Salesperson Y from radio station KXXX since signing their contract last year. Client X gets no service from the other group of radio stations they use and has only talked to that sales rep over the phone. That rep has never come to town to introduce herself in person.
“Next, Client X went on to tell Phil stories about wrong ads playing on the other stations for over a month and also missing programs that they were billed for but had never played. Client X discovered these errors and called the sales reps about them. Neither of the other reps ever came to rectify these mistakes in person.”
Bottom Line: Phil sees this client every month and responds quickly to any emails sent to him.
The client told him, “You are the only radio salesperson I can count on to do what you say you are going to do.”
Client X made sales cuts to comply with corporate, but Phil’s budget remained the same.
Gong the extra mile with clients will be rewarded, not every time, but sometimes. Phil’s excellent service and care of one of his biggest clients was appreciated.
Take pride in your work. Go the extra mile.
You will always have the satisfaction of a job well-done. And, sometimes, it will make you money.
Happy Selling!
Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers. She is a regular contributor to radioinfo.
Pat has consulted stations in the United States, Canada, Australia, Europe and Central Asia. Her career has included on air, salesperson, sales manager and general manager. Since opening BBI, she has travelled extensively and has spoken at most major radio conventions on three continents.
Pat is the author of two books, “A Roadmap to Success in High Dollar Broadcast Sales” and “Successful Broadcast Sales: Thriving in Change”.
Pat has five times been named one of Radio Ink’s Most Influential Women in Radio.