Selling Radio Direct with Pat Bryson
The National Association of Broadcasters (NAB) was back in session last week. After a two-year hiatus, it was great to see friends and fellow broadcasters back together again.
My trip was to be a short one: I arrived on Friday, spoke to the BEA group on Saturday, attended the BLT reception and MIW dinner Sunday night and returned home on Monday. In between, I experienced some great customer service and some not-so-great customer service. As I have lately been teaching sessions on adding value to our offerings through great customer service, I was especially intrigued.
My first morning there, I wandered into Sid’s restaurant in the Westgate Hotel for breakfast. Who greeted me? Paul, the singing waiter. Now, I knew he was the singing waiter for two reasons: first, he wrote it on my tab, and second he SANG!
Lesson number one: Do something to stand out from your competition.
Lesson number two: Do what you promise to do.
Paul was attentive: he fulfilled my needs, but what made him memorable and set him apart from the other waiters was his uniqueness.
I returned to Sid’s for a quick lunch. Someone served me, but I don’t remember anything about that person.
Lesson number three: If they don’t remember you, they can’t buy from you!
But the next morning, I returned to Sid’s for another breakfast. My waitress, Marianne, came immediately and introduced herself, and ASKED FOR MY NAME. Thereafter, she referred to me by name in every interaction. I asked for a glass of ice tea (my caffeine beverage of choice). When she returned, she brought TWO glasses of tea.
“I wanted to make sure you didn’t run out.”
I ordered toast and crisp bacon. Guess what? The bacon WAS crisp, but when she brought the jam and butter, she said, “The butter was hard as a rock so I softened it for you.” Now, if you have ever tried to spread rock hard butter on toast, you appreciate the added value. After checking back several times, when she brought my check and change she said, ” I hope you have a wonderful day. Send good thoughts out into the universe.”
Lesson Number Four: Surprise your clients with that “little extra.” (two glasses of tea)
Lesson Number Five: Go above and beyond expectations and tell your clients what extra you did for them. (melted butter)
Lesson Number Six: Always project positivity with your clients.
While I was in Las Vegas, I ate at some expensive restaurants. But the best service I found was at Sid’s. Which only goes to show you don’t have to be Number 1 to be the best. Being the best is up to each of us.
Our mission for 2022: provide extraordinary service to our clients.
Happy Selling!
This story first appeared on RadioInfo.asia