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Greetings from BBI!
Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.
Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling! |
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Have Your Commercial Ready! |
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You meet someone at a party or you're introduced to someone at a business meeting. They ask the question, "What do you do?"
How do you explain what we do? Do you say, "I sell radio advertising?" How about, " I work for a television station and sell spots." These responses are likely to have people excuse themselves quickly and leave us standing alone. People DO NOT want to buy radio or TV advertising. People DO NOT want to buy "spots". People will, however, buy what radio or TV advertising will DO FOR THEM. So, how do we begin communicating what we really do in the first 30 seconds that we meet a new prospect?
We have our personal 30 second commercial ready! We speak to the other person in terms of what we can do to help their business. We sell benefits. Here's how it sounds when you are making a first contact on the phone or in person to someone you don't know.
"Hello, my name is _____. I'm not sure if we have anything to talk about or not. I help business people such as yourself who are frustrated by disappearing margins or lack of sales. Some of my clients have trouble finding and keeping great people. Some of them are finding it difficult to be successful in the slow economy. Which of these might be of concern to you?"
How we explain what we do is put into emotionally-based (note the use of the verb "frustrated") language that concentrates on the fact that we provide solutions to business problems. We don't sell spots, we provide solutions.
The first five minutes that you spend with a person can determine whether or not the relationship continues. Let's use our own commercial to sell what we do! |
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The Client's Corner |
| Here's one of my favorite definitions of the marketing process: "Marketing is the buying and selling of things with good will at a profit. If you can only have one, take good will because it is tomorrow's profit."
Your clients need to build relationships with their customers. They want to keep customers happy because:
- The lifetime value of a customer is a large number. A customer who spends just $20 a week will spend $1000 in a year and $30,000 or more over a lifetime.
- Repeat customers are happy customers who tend to increase their purchases each year, recommend your client's business to others, step up to more deluxe products that yield a higher margin.
- The cost of acquiring new customers is very high.
The first step in keeping customers is finding out why you lose them. Lost customers can tell you exactly what parts of your business you must improve.
Help your clients to retain happy, satisfied customers. They will thank you for it.
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| Words to Live By..... |
" Intuition becomes increasingly valuable in the new information society precisely because there is so much data."
John Naisbitt |
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