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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 November, 2022



Greetings from BBI! Two months left in 2022. Get ready for 2023. This edition of the Bryson Broadcasting International newsletter is designed to give you ideas to finish 2022 above goal and enter the New Year with a winning strategy.

Happy Selling!

What are clients saying about us?
Chad

"Pat, your training reinforced many facets of the sales process for my sales team.

Simply discovering the "pain" or "gain" emotional driver(s) of a client is vital; learning a client's "Why" could arguably be the most valuable information a salesperson discovers in the Needs Analysis. Our proposal strategy and their branding message should be consistent and congruent with their "Why." I feel it's accurate to say that, "The Why Drives The Buy."  

Chad Schaefer

District Sales Manager

The Original Company

Vincennes, IN


A Little About Me
Pat 8717

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 twice been named one of Radio Ink's Most Influential Women in Radio


The Bespoke Suit

A lesson learned from a friend in Iceland

Just before COVID hit and made my passport irrelevant, I was attending a Radio Days Europe conference in Vienna. One of the many radio friends I've met doing my job (I SO like that about what I do), is a programmer for a radio station in Iceland. Siggi is a tall guy, and I'm sure his entire life has had trouble finding clothing that fit. He mentioned to my friend Evie and me over dinner (it's not ALL work at these conferences) that he was going back through London to get a Bespoke suit. 


Not wanting to sound ignorant, I responded, "That's nice."

And then later asked Evie, "What the ___ is a 'Bespoke suit'?"


That's why Google was invented. I looked it up. For those of you who might also be uninformed, let me explain. Instead of buying a suit off the rack or having a suite off the rack altered a bit to fit better, a Bespoke suit means that the tailor draws the suit pattern ON YOUR BODY. He doesn't even alter a previous pattern. He creates a new pattern especially for you. And, guess what? It fits like a glove!


This got me to thinking. What we need to do today in 2023 selling, is to create Bespoke campaigns. We should draw a client's pattern expressly off their needs and goals. We shouldn't take a suit off the rack (re: package), or use a campaign we designed for another client. We should create one JUST for this client. When we do, it will fit like a glove. It will meet their needs and goals exactly. Their message can be used only for them.

 


Now, here's the thing. Bespoke suits cost more, much more, than off-the-rack suits. But, patrons don't care. They are willing to spend more because they get a product that is EXACTLY what they want and need. This is the answer to getting clients to give us larger budgets. It's not about the money: it's about getting a campaign that fits them exactly.


How do we get there? We spend time up front with clients doing an in-depth needs analysis. We understand their business. We understand the client. We become a member of their team. They view us as a necessary resource. Remember "relationship selling" from our last newsletter? 


Today we are charged with selling more than radio commercials. We have multiple fabrics in our garment room. We have many ways to create exceptional campaigns that will raise revenue for our clients. This, in turn, will raise our revenue. 


Ladies, in case this seems targeted for the gentlemen, have you seen "Mrs. Harris Goes To Paris"? If not, I recommend it with a box of popcorn and some tissues. It will answer the "Bespoke suit" for women. 

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. Prepare for 2023 with strong momentum and A+ players!

Words to Live By ....

“Quality is remembered long after price is forgotten."

                            Aldo Gucci 1938

Add this to your library!
What people are saying about this new book:

"Pat has written a sales book that is not only for all times, it is especially good for THESE times-times of disruption, times of change. The final chapters of her book are no less grounded in practicality and real-world experience, but they offer invaluable insights into, as one of her chapters would have it, 'doing business in a new world.' Buy the book. Make the commitment. Thank me later."

           Jay Mitchell

Small Market Radio Newsletter


Buy It Now

New Skills Shared With The TOC Sales Team


   The Original Company sales team

             Can you communicate?

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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