Are we creating an experience worth talking about?
Selling Radio Direct with Pat Bryson
If you’ve ordered anything off the Internet lately, you’ve probably noticed how easy they make it to buy. Amazon is especially good at the process. And after you’ve chosen what you want, they add, “And you may like…..” And most of the time, I do!
Amazon isn’t the point of this newsletter. Making it easy to buy is. I’ve had buyers and clients share their frustrations with me about not being able to reach their reps. Not having their needs taken care of. Airing wrong copy or wrong graphics.
In today’s competitive world, we must make it easy to do business with us. Here’s a checklist for your organization. How do YOU stack up?
- When someone calls, whom do they reach? A machine? If so, how often is the machine checked? Are the prompts clear? Do you have to listen through minutes of choices? Do you have to spell out a name?
- If a live person answers the phone (Hallelujah!) does he or she do so by the third ring?
- Do you have a policy of returning all calls within 1 hour?
- How often are your salespeople checking their voicemail? Can their office voicemail be forwarded to their cell phones?
- How often are salespeople required to check email?
- Are “out of office” messages programmed into email if a salesperson is out of the office for any extended time? Does it contain contact information for someone who can assist the client? Is the “out of office” message removed as soon as the person returns?
- Do you have a “buddy” system to take care of clients when a staff member is on vacation?
- Before an AE leaves on vacation, do you have a policy of notifying all of his active clients of his away dates, including contact name and information of someone who can help them during the AE’s absence?
- Do your business cards contain cell phone information for salespeople?
- Do your clients have a list of all staff members who may be of service to them should their AE be unavailable: General Manager, Sales Manager, Traffic Manager, Business Manager, Production Manager?
- Do your clients have off-hours’ contact information so they may reach you 24/7 should the need arise? And before you cringe, remember that the Internet has programmed us to expect this sort of access.
When was the last time you received excellent service? I bet you remember it clearly, because it is such a rare occurrence in today’s world. We cannot afford to miss business. We cannot afford to mistreat clients. Being responsive to our clients’ needs is the first step in retaining business. And being responsive means being timely in answering and returning calls and emails. We are not in an 8 to 5 business.
Surprise your clients. Go the extra mile. There are NO traffic jams on that extra mile but there are lots of dollars.
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“.