Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!
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Greetings from BBI!
A new season is just around the corner. Kids are back to school. Third quarter is half-way finished. This edition of the Bryson Broadcasting International newsletter is designed to give you ideas to end the year on a positive basis.
Happy Selling!
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What are clients saying about us? |
"Your recent article on customer service in SMRN, and the frustration that you suffered in Dallas at the hands of AA, was just terrific. A very useful read. I appreciate your wisdom and efforts to make us all better customer service representatives of our stations. Just wanted you to know how one reader appreciated your article. So sorry for the Dallas nightmare though."
Larry Patrick
Patrick Communications
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Pat Bryson has worked in the radio industry for over 30 years. Starting her career in sales, she was promoted to General Sales Manager, General Manager and Market Manager. She is known as a retail specialist working with direct businesses to raise revenue for her clients. Since forming BBI, she has helped broadcasters in over 15 countries to create a culture of over achievement with their staffs.
Pat has twice been named one of Radio Ink's Most Influential Women in Radio.
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What Happens When a Salesperson Leaves? |
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How do we safeguard the "orphan" accounts? |
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If your stations are similar to the ones I deal with, from time to time we need to move accounts from one salesperson to another. Sometimes that occurs when a tenured salesperson retires. Sometimes a salesperson leaves for "greener pastures". Many times, the person who is leaving hasn't done a good job and is asked to leave. In any of these scenarios, we are left with "orphan accounts": accounts who have had their relationship with our sellers disrupted. What do we need to do to make sure the transition is a smooth one and we don't lose business?
Scenario one: A tenured salesperson retires or leaves.
Chances are, these people have had good relationships with their clients. They have worked with the clients long enough to know the trends of those businesses. They may have become close with the decision-makers. They have lived through good and bad times with those clients. Now, the client is faced with reestablishing a relationship with a new person. They may be thinking, "Now I've got to train another one." The good news is, this client probably has experienced good results from our stations. This may transcend the break in relationship. We know that one of the things our clients value most is a long-lasting relationship. Here are some steps to begin establishing a new relationship without damaging the business:
- Immediately call the client, introduce yourself, and set an appointment to come see them. (It's even better if the outgoing salesperson will personally introduce the new AE)
- Research their account. Pull billing figures from your traffic system. Go back several years if necessary. Look at production orders. How and what are they advertising?
- Talk to others in the station who might know the history of this account.
- Do some research on the category of business if you have not handled accounts in that category before.
- Now you go to the appointment. "I've done some research on your account but I'm sure there are many other things I need to know to make sure I take great care of your business. Might we talk about those?" Now you do what we call a "mini-CNA" where you delve into biggest concerns the client is having now, where they are, where they want to be in the next 6 months. You probe for needs and goals. Talk about the business of the business. Begin to establish a relationship with them.
- Set parameters on how they wish to work with you. "Mr. Client, I want to see you at least once a month, but that might not be often enough. How do YOU define "exceptional service"? Do you want to see me once a week, twice a month? How is the best way to communicate with you? Do you like to text, use email, phone?" Then make sure to plot these contact dates on your calendar. It will be important that you over service this client in the first 3 or 4 months.
In our next newsletter we'll investigate what needs to happen when an underperforming salesperson leaves to safeguard business or, as I've found in many cases, to pick up the pieces and move forward.
Happy selling!
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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!
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Words to Live By ....
The internet and online communication is the window into your world - but real life, in- person communication/ connection is the door.”
Rasheed Ogunlaru
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Add this to your library! |
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What people are saying about this new book: |
“On July 11, I rejoined the media sales world as a full-time seller after spending the past 16+ years in media sales management. I've managed some of the best media sellers in the business. I've also managed a few that needed some nurturing. Had Pat's blueprint which shows, in the simplest yet most comprehensive way, how to succeed as a full-time media seller been published 17 years ago, I probably would have never left selling full time. This book will be an essential part of my new job. Thank you, Pat!"
Paul Neace
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BBI Welcomes new Account Managers to the radio family |
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Drew Pountain, new Account Manager for The Original Company Fairfield, Il |
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Michelle Gordon, new Account Manager for Reising Radio Partners |
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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.
©Copyright 2022 Bryson Broadcasting International
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