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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 October, 2022



Greetings from BBI! Halloween, Thanksgiving, Christmas are just around the corner. This edition of the Bryson Broadcasting International newsletter is designed to give you ideas to finish 2022 above goal.

Happy Selling!

What are clients saying about us?

"Pat, your session for the ABU Media Academy training webinar on Sales really hit the mark. The participants from the Pacific found it to be exactly what they needed and some have told me they have already put some of the tips you gave into practice. We look forward to working with you on more Sales Training in the coming months."


Steve Ahern, Head of ABU Media Academy 


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


Are You Transactional or Relational?

Which type accounts for 60% of the dollars sold?

You've probably heard the discussion on transactional versus relational buyers. Transactional buyers are mainly concerned with price, with acquiring what they need and getting on with their lives. Relational buyers are concerned about relationships. Price is not as important to them. They are more likely to become long-term customers.


Which brings us to the discussion of how we sell to our clients. Are you a transactional or a relational seller? 


Let's explore the difference.


In transactional selling, the focus is on the product. It forces the buyer to make the connection between their needs and what we are selling. Often, they can't do this because what we offer them doesn't fit their needs exactly.


Selling packages falls under transactional selling. The price is usually small, schedules are for a short time (I've rarely found a package longer than 3 months). As a transactional seller, you might present this way:


"We have this new package out... It's only $99, $150, $250. I thought you might like it."

"This package has the cheapest rates of the year. But you have to do it today."

"I know you want to support the team, community, etc."

"We have these Holiday greetings. It's only $99."


Sound familiar? While I realize we do need some packages, especially if we are selling sponsorships to something, but I encounter the "package du jour" weekly. I call this "selling a 'thing.'" The "thing" is the package. Because most transactional sellers haven't progressed to selling a concept, they sell the "thing."


Relational sellers focus on the product needs and personal needs of their buyers. They fit their offering to those needs. They present what the client needs to buy, not what they need to sell. They tailor the campaign to the specific goals of the buyer. They understand the buyer's needs and goals because they discovered them by doing a detailed customer needs analysis. They spend more time developing the relationship with the buyer and understanding how that client's business works. The upfront time is longer: the payoff is bigger.


Today most of us sell radio, digital, outdoor, print. Successful salespeople sell campaigns, not a few "spots". 


Here's the point: 60% of dollars involved in selling are sold in the consultant (relational) posture. 


What type of seller do you want to be in 2023?


P.S. My book, "Successful Broadcast Sales: Thriving in Change" can give you a roadmap to transitioning from a transactional seller to a relational seller. Or, you can get your managers to hire me to teach you how. 

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 ....

“People do not buy goods and services. They buy relations, stories and magic." 

                                                       Seth Godin

This book is a perfect Christmas gift for your staff

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

Big news with our clients!

R Villones

Congratulations to Robert Villones, Williams Media, for being named one of Radio Ink's 30 Best General Managers in radio for the second year in a row!

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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