Selling Radio Direct with Pat Bryson
I just returned from several market visits with my clients. I was out on the street with the reps, making cold calls and not-so-cold calls. One problem kept coming up, no matter the market, no matter the rep. How do I get a first appointment with a prospect?
We practice handling objections, but often the first objection we must handle is getting a new prospect’s time. “If they won’t give you their time, they won’t give you their money.” So true!
Remember when you walk in the door of a stranger, they were not expecting you. Believe me when I say, they didn’t get up that morning saying, “Gee, I hope an advertising salesperson comes in today!” No, they woke up thinking about all the problems and challenges they are facing with their business.:
“A storm last night: parking lot is a mess.”
“Two staff members didn’t show up for work: we are shorthanded again!”
“I got a fuel charge added to that last delivery of goods I ordered.”
We are the last thing on their mind. Also believe me when I say that they don’t want to buy advertising. It is on the expense side of their P&L and they’d rather keep their money.
When we approach a new prospect, we need to understand what’s going through their mind. We need to give them a reason to give us their time. Once we get their time, we can find a reason for them to give us their money.
How do we try to do this?
“Hello, I’m Pat with KYZZ media company and I’d like to learn about your business and see how we can help you to raise revenue.”
Please understand that you may be the 10th person that day who has entered and said the same thing. They are thinking, “Here comes another one, just like the other one.”
Instead of the same tired opening line, we need to lead with what we do, and it is NOT selling radio/digital/outdoor/print or whatever we have in our tool box. Because that is what these platforms are: tools.
What we REALLY do, at least those 20% who write 80% of the business, is SOLVE PROBLEMS FOR BUSINESSES. Our platforms are the tools we use to solve them.
Back to the first appointment:
“Mr. prospect, my name is ______and I’m with ______.”
If you have a referral, now is the time to use it.
“Ms. So and So suggested I contact you.”
If you don’t have a referral, move on.
“We work with companies, like yours, who are having some frustrations in running their businesses. Some of our clients can’t find enough staff. We help them with recruiting. Some find that inflation has made it necessary to get more people in their store, and we help them with that. Other clients aren’t quite sure how to navigate the digital marketplace. We have an entire division to help them with that. Which of these might be of most concern to you?”
What we are doing is offering a third-part reference, “We work with businesses like yours” and then listing some of the problems we help them solve. Use the most common problems your current clients mention when you ask them, “What is the biggest challenge you have today?” These problems may change over time.
When your prospect answers, and if you have hit a pain point, they will, then say, “Well, I’m never sure I can be of help until we talk. Might it be worth 30 minutes of your time to discuss? I can be available Thursday at 2:00. Will that work?”
The goal is to understand the format of your personal commercial, then make it conversational. Put it in your own words. Remember that WE SOLVE BUSINESS PROBLEMS for our clients. We do so by using our platforms.
It’s not about US: It’s about THEM.
If you learn to use this technique well, I guarantee you will book more appointments with new prospects.
In the end, success means asking more people for more money more often. Getting the initial appointment is the first step.
Happy Prospecting and Happy Selling!
About the Author
Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers.
She 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”.