Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 July, 2017

 

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!
In This Issue
Story-Telling and Sales
Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Story-Telling and Sales

 The best sales people are story-tellers. They use stories about previous clients to help future clients to feel comfortable with giving them money.


 
 Every time we approach new, prospective clients, they are asking themselves, "If I spend money with this person, will my opportunity for reward be greater than my risk?"  As salespeople, we are in the business of removing risk and creating value.  The more value we create, the more risk we remove, the better our chances of closing a sale.

 

To remove risk, there is nothing more powerful than a third-party reference.  And, the best source of a third-party reference is a testimonial letter.  Using a testimonial letter from another client who has risked his money and has seen good rewards tells our story better than we ever could.  We represent a biased party.  The third-party reference does not. 

 

We must become story-tellers.  In using the testimonial letters, we should tell the story first, then produce the letter as proof.  Some of my clients have their advertisers produce audio testimonials to use on the air and to play in presentations.  Again, these can provide great comfort to prospective clients.  These are much like the before and after pictures we see used in weight-loss advertisements, cosmetic surgery or hair growth ads.  


 
These stories must be real: they must be compelling.  And, we all have heard these good results from our current clients.

 

If you haven't gathered the great things your advertisers tell you about their results, please make it a priority.  Happy, satisfied clients lead to new business. Use the power of the third-party reference to remove risk. 

 

And, become a consummate story-teller!

   


The Client's Corner
  
For my Australian clients, did you see the results of a new survey that shows that radio is the most trusted media in Australia? It is also a credible source of news, according to a survey by GfK, a global research firm.  Our radio presenters are the link because of their relationships with their listeners.  

These results are similar to those found in a study done in the European Broadcast Union across 33 countries. Again, it is because radio is considered to be an "old friend". 

I'm sure these results would be similar in the United States and Canada as well.  Our on-air announcers are what set us apart from music boxes. They help listeners to determine which stations they will choose to listen to. We need to nurture this important component of our sound: keep it live, local and personal!
 Words to Live By......
  
 
"Humans are not ideally set up to understand logic; they are ideally set up to understand stories." 
                                                           Roger C. Schank
     
           
We want to help your staff increase revenue! We at Bryson Broadcasting International are available to help your sales staff achieve its next level of expertise.  We customize our programs to meet your needs.  As needed, we make use of interpreters and produce sales materials in your language. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com, or call us at 918.747.8774.
 
For more information about BBI, click here.
©Copyright 2017 Bryson Broadcasting International
A little about me.....
Pat a8704 ch
 
Pat Bryson has worked in the radio industry for over 25 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat  created a culture of over achievement for her stations.
  
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations.
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