Selling Radio Direct with Pat Bryson
In my work with sales staffs around the world, I have found the old adage “20% of the sales staff writes 80% of the business” to be true. It doesn’t vary much station to station.
The “80/20 rule” was first discovered by Vilfredo Pareto in 1906. Vilfredo was walking around his patch of peas one afternoon and noticed that 20% of the pea pods contained 80% of the peas. Now, I’m not sure WHY he noticed that, perhaps a bit too much vino at lunch, but he found it interesting. The rest is history.
My thought is, “What do the 20% that write 80% of the business do that makes them so successful?”
In doing on-the-job research with my clients, I’ve found that one of the main elements is the ability to provide extraordinary service to their clients. They “go the extra mile”. This cuts their attrition rate and helps them to maintain and grow their base.
It’s also true that “going the extra mile” can be defined differently by different clients. To understand their definition of great service, we need to ask them. At the time we close the agreement, we need to set the stage for our future interactions. What do they need and want from us?
“Mr. Client, I want to take very good care of you. I’m planning on seeing you in person once a month, but that may not be often enough. Would you like me to contact you every two weeks? Once a week?”
Work out what makes your client feel special and cared for. Mark these contacts on your calendars so you won’t forget them. And, with new clients, whatever they tell you they want, double it for the first 90 days. Remember the “chicken out” period is coming.
Next ask, “What is the best way to communicate with you? Do you prefer phone calls, emails, texts?” These should not take the place of in-person visits, but they are great ways to handle the logistics of our business.
Next, think about how to “go the extra mile”. Be sure to write a thank-you note for the sale. But also send a thank-you note randomly throughout the year. Acknowledge their continuing support.
What else can you do? Know birthdays and special occasions. The cost of a card and a stamp will provide a pleasant surprise for clients.
I have one top biller who sends flowers or a gift basket each month to one of her clients. She picks random times not associated with birthdays. They are a “thank you” for their business.
Another drops by with coffee once in awhile. And, they know how the client likes the coffee. If you have out-of-town clients, send them a coffee gift card with a note that says, “Let’s have coffee together next week over Zoom.”
Yes, these “extra mile” items require an investment on our part. But, isn’t it worth it to solidify your relationship with your clients? Extraordinary service is never ignored because it’s so rare today.
Remember, there are NO traffic jams on the extra mile.
Happy Selling!
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“.
Pat has five times been named one of Radio Ink’s Most Influential Women in Radio.