(By Pat Bryson) I don’t know about you, but “I have a guy” (although to be politically correct it should probably be “I have a person”) whom I call for medical advice, legal advice, when my car needs repairs, when I need a haircut. Each of these people represents my number one resource for information about their area of expertise. They are the people to whom I refer my friends when they ask, “Do you know anyone who does…….?”
Our field of expertise is advertising. We should strive to be the person our clients call when they have any questions on how to market their businesses. They should be anxious to refer their friends, knowing that we will give the friend the same service and excellent advice they experience.
How do we earn that amount of respect and confidence?
Our first step is to know our clients’ businesses inside and out. When we are with them, we talk about the business of the business BEFORE we talk about the marketing of the business. If we don’t have a thorough understanding of how the business functions, its problems, needs, and goals, how can we expect to translate those needs and goals into an effective marketing plan? And because we seek first to understand, we become trusted resources. Our clients see that we are not there only to take their money.
Number one resources keep current with the ever-changing business and economic landscape. These outside forces often create the need for changes in marketing strategy. They anticipate the needs and bring information and ideas to help their clients navigate the evolving circumstances. Sometimes that means adjusting schedules. Sometimes it means altering the messages to resonate with what customers care about NOW. Think back to the evolving ads during COVID. Ads went from “Why you should buy this product” to “Home is more important than ever. Keep your family safe.” After a couple of months, that approach was outdated, and the consumer moved on. Messaging moved on also. Number one resources know that they must provide creative ads relevant to the consumer at this moment. They use “theatre of the mind” to make their clients’ messages memorable.
Number one resources understand every vehicle they sell. Whether that means selling radio, digital products, print, outdoor or all the above, they have the expertise to coordinate campaigns across all platforms. Even if they do not personally sell all the platforms, they still coordinate ads so that the potential consumer receives the same message from each. This saves clients time and effort. When they think marketing, they think, call my number one resource.
Number one resources connect clients with one another to fill needs. One of the reps I coach had a new client getting ready to open a business. That client was looking for a location. She knew that another of her clients had a building to rent. She put the two together and magic happened. Great salespeople look for connections. They sometimes help solve more than marketing problems. They know people who know people.
Number one resources provide excellent, top-of-the-line service. They begin every relationship by asking their client, “How do you define ‘exceptional’ service?” Then, they deliver it! Whether it is seeing clients once a month or once a week, they follow through with in-person, phone, text, and email contact. They stay close to their clients.
Number one resources take the time to sharpen their own saws. Our craft is changing rapidly. I’ve always marveled that most professions require continuing education hours to renew licenses and stay current. We are professionals also, but radio does not require continuing education. But we should! It falls to each of us to spend time perfecting our craft, learning new things, and being in the position to advise having all the latest information. I grew up with a manager who believed in training. We affiliated with trainers who came in monthly. We attended every seminar that came within a hundred miles of our station. We never stopped learning. This, in large part, is why I do what I do today. I know that it is no longer good enough to be a “B” player. We must be “A+” players to rise to the top of our profession. This requires executing the basics well while understanding the psychological aspects of selling.
2023 will be the year of the sustaining resource. I hope you may become one. Then, you truly will be the expertise destination and the answer to the question, “Do you know anyone who is great at marketing?”
Happy Selling!
Pat Bryson is the CEO of Bryson Broadcasting International, a consulting firm that works with sales managers and salespeople to raise revenue. She is the author of two books, “A Road Map to Success in High-Dollar Broadcast Sales” and “Successful Broadcast Sales: Thriving in Change” available on her website. Read Pat’s Radio Ink archives here.
