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A Road Map to Success in High-Dollar Broadcast Sales by Pat Brys

    • 1396 posts
    January 9, 2014 1:09 PM PST

    I just finished reading what should be an essential part of every radio salesperson's personal library, A Road Map to Success in High-Dollar Broadcast Sales by Pat Bryson.

    Pat has decades of experience in broadcast sales, and she outlines the principles of success she's learned over the years in this easy-to-read book - 153 pages of incredible content! (Note: if you don't subscribe to Pat's free sales newsletter, you really should - click here to view past editions and sign up!)

    Pat's core belief is that it's not about us -- the salespeople -- it's about THEM -- our clients.  As she says, "We need to understand and live in our clients' worlds.  Doing so requires a sales system that focuses on uncovering the needs and goals of our clients through meaningful conversations and asking great questions."

    Pat outlines the three phases of the sales process -- the first call, the client needs analysis, and the presentation to ask for the order -- and provides helpful, real-world tips for each phase.  She gives instructions for creating your prospecting system and getting that first appointment -- and importantly, making sure that you're talking to the REAL decision-maker.  As she notes, "Many prospects will tell you that they are 'the decision-maker' when in reality they can say, 'No,' but they cannot say, 'Yes.'"

    Throughout this book, Pat provides a number of excellent sales tools:  a chart for determining the client's ROI on an advertising campaign, a business growth objective formula, lists of probing questions to engage your clients, as well as tracking questions to make sure they're with you at every stage of your presentation -- and she devotes twenty-six pages to showing you how to craft a client-based presentation that will help you close deal after deal!  She also includes time management tips, to aid you in getting the most out of your sales day.

    If you're looking for effective, proven methods for boosting your sales, you will want to read this book!  Click the picture or the link above for purchase information.

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    This post was edited by Rod Schwartz at October 5, 2020 11:36 AM PDT