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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 March,

2024



Greetings from BBI! First quarter is almost over! How is your year starting?

We can help raise the skill set of your staff. Higher revenue awaits!

In two days, Pat will be speaking at Radiodays Munich. Hope to see you there!

What are clients saying about us?


"Hi Pat,

Your presentation in RadioDays Asia was great."

Vijay Varma

Hummfm

A Little About Me

Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers. She has consulted stations in the United States, Canada, Australia, Europe and Central Asia. Her career has included on air, salesperson, sales manager and general manager. Since opening BBI, she has travelled extensively and has spoken at most major radio conventions on three continents. Pat is the author of two books, "A Roadmap to Success in High Dollar Broadcast Sales" and "Successful Broadcast Sales: Thriving in Change".


Pat has three times been named one of Radio Ink's Most Influential Women in Radio


Earning the Green: It's ALL About Our Clients!

Time for wearing of the green......

It's not about US: It's about THEM. We give this lip service, but do we live it?


I was trained in the radio business by a gentleman who had been in the insurance business. He trained me the way insurance salespeople were trained, long before there were any organized ways to train radio salespeople. I have always done a "customer needs analysis". In BBI lingo, that's "The Phase Two CNA".


When I first learned to do a CNA, it went something like this:

Who's your target customer?

How have you advertised?

What's your budget?


That was about it. It worked then, but it WILL NOT work today. Today we must delve deeply into our client's needs and goals. The CNA form I use has categories of information that we must know when we leave our client's office. It contains questions designed to get that information. We live in a complex world. Business is complex. We sell multiple platforms. The more we know about our client's business, the more we can design on-target campaigns that will work for our client.


A good CNA is a conversation , not an inquisition. We guide that conversation by the questions we ask. It is a true art to be able to ask great questions. A great question might be defined by our client saying, "I've never had anyone ask me that before. It's a good question."


I have a rule when doing a CNA: Talk about the business of the business before you talk about the marketing of the business.


If you don't have a deep understanding of how your client's business works, how can you develop a campaign to help them achieve their goals and solve their needs? That's only logical. But, we don't do it. We come in and begin with questions about their marketing. Yes, that information is important to us, but our client knows who we are. They know whom we represent. They will lead us to the subject of marketing later in the conversation. I've had clients tell me that they have no doubt we can market their business because now we understand their business.


Seek first to understand. Knowledge is the key to unlocking budgets that will allow us to create effective campaigns. I challenge you to try this. You will be amazed!


Happy Selling!

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. 2024 requires strong momentum and A+ players!

Words to Live By ....


"Good questions get to the heart of the problem or the need very quickly, and the buyer doesn’t feel like he or she is being pushed.”

Jeffrey Gitomer,

"The lesson

Is This Book in Your Library....Yet?

What people are saying about this new book:

"Pat's book is a reiteration of the solid fundamentals: the time-tested principles of good, old-fashioned customer-focused sales-all the stuff that, as the legendary Dean Sorensen once said, "Worked so well we quit doing it."

Buy the book. Make the commitment. Thank me later.'

Jay Mitchell

Small Market Newsletter

Buy It Now

Green on St. Patty's Day Makes Me Think of Money!


Happy St. Patty's Day!

Questions lead to gold!


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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