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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
1 February, 2022


Risk Versus Reward
Our job: To reduce the risk and stack the value
Discussion has been ongoing for years about whether real, live salespeople will be replaced by mechanized buying systems. Some of those systems are in place, producing some sort of results.

Human nature being what it is, a purchase will not take place until the buyer believes that their opportunity for reward is greater than their risk. And that's where real, live salespeople enter the sales process. Our job with our clients is to reduce risk factors and create value in our campaigns. Other than offering a cheap price, this is something mechanized buying services have a hard time doing.

How do we do this? In our presentations.

We can reduce risk by adding several sections to our presentations. Testimonials, stories we tell about other successful clients, are golden. Do you have a bank of success stories? Success letters? If not, this should be a priority as we start 2022. Refresh your testimonial file. Every time a client tells you something great about their results, ask for a letter. If they don't have time to write it, offer to write it yourself, then have them approve it and put it on their letterhead. When showing it to a client, TELL them the story first. Then give them the written proof. Your stories can be much more elaborate than the written page.

My clients also use what we call a "logo page". This page is full of logos of businesses who advertise with us. It's an impressive group of advertisers.
"Mr. Prospect, you will be in good company when you advertise with us. Here are some of the businesses who have had great success using us."

Some of my clients also create a "team page." This page lists internal people at the station who "touch" a client's order as it passes through our system. It might include the General Manager, Sales Manager, Salesperson, Traffic Director, Production Director, Copywriter, Business Manager, Program Director. You give contact information for each. Here's how you use it:

"Mr. Prospect, when you become a client of XXXX you have a team assigned to your account. I will be your primary contact, but in case I might be out on holiday or a sick day and you need something immediately, we want you to know whom to call." Then you walk the prospect through the people. This gives them comfort. It also works well when you are a new salesperson without much experience. You are asking for thousands of dollars and the prospect is wondering if you know what you are doing.

"Mr. Prospect, as you know, I am new. But your team has decades of experience. I have consulted with them in putting together your campaign."

Using these risk-reducing elements will help you to close more agreements.

Stacking the value involves linking WHAT you are presenting to WHY you are presenting this particular campaign. What are the benefits to this client? Can you explain WHY you have scheduled the messages the way you have? Campaigns are created based on how the mind learns. We don't just make schedules up. We create them based on the goals and objectives of the client and the scientific principles that facilitate learning. Advertising is education.

When next you present, double-check that you have provided enough relevant value and have risk-reducing elements in your solution. Higher revenue awaits!
The Client's Corner
Bryson Broadcasting International is serving our clients two ways this year. In addition to in-person market visits, virtual sales training and sales meetings are available for your stations! We will customize the materials to meet your individual needs. Once a month, these sessions will be done live with your staff. The Zoom meeting platform allows for interaction and discussion as we teach the materials. It's more important than ever for our sales staffs to have great skills. Good skills are no longer good enough. We can raise the skill set of your staff.

To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at pat@patbryson.com. Succeed in 2022 with strong momentum and A+ players!
Words to Live By ....
“Price is what you pay. Value is what you get."
Warren Buffett
Start The New Year With This in Your Library
What people are saying about this new book:
“Read it! Loved it! We are taking the entire sales staff at our radio stations through a chapter by chapter study."

Mark Hill
Small business owner at Scrips 911
Ozark, MO
BBI welcomes our new client, Reising Radio Partners
Reising group
Reising Radio Partners' Sales Team-minus one out ill!
Sarah
Sarah Gehring-Davis, VP of Client Services for Reising Radio Partners
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. Our training options include online sessions done live for your staff.

If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com,

or call us at 918.810.3068. 

For more information about BBI, click here.

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