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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 February, 2023



Greetings from BBI! It's the second month of the new year...already! Are you on track to exceed first quarter projections? This edition of the Bryson Broadcasting International will give you tips on how to thrive in 2023!

Happy Selling!

What are clients saying about us?
Michele Douthitt

"I have had the opportunity to work in marketing for the past 20+ years. I have been meeting with Pat over the past several weeks and am thrilled to add more "tools" to my toolbox. There is always something to learn-especially in this quickly changing environment. Pat not only teaches, she gives you a strategy for execution. The time in training was a great investment."

Michele Douthitt

The Original Company


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


You Just Hired One: Now What?

Do you have an on-boarding process?

Last week I spent 5 days working with a new hire. Note I said, "New Hire" which should send you all into spasms of envy that we found a new salesperson. Not only did we find one, but he pursued US and he is absolutely thrilled to be in the radio industry. When was the last time that happened to you?


This gentleman has no history in radio. He has some history in sales, but in an entirely different industry and sales system. So, he is a novice.


His first day on the job, I arrived. I prefer to come a week or so later, but the timing worked out this way. We began with "radio 101" and then proceeded to work on learning my sales system: best practices, how to plan your daily activities, prospecting, doing good needs analysis meetings, writing proposals, handling objections, understanding the basics of how marketing works on the brain of consumers, how to create effective campaigns, what makes a great radio commercial, using ROI sheets. In other words, the plan he must follow to insure success.


The last day, we did something additional. I had the owner and the tenured salespeople come into our meeting and share the history of the stations.


Which brings up the subject of this newsletter: what is your on-boarding system?


One of the problems we encounter, other than finding good people to hire, is keeping good people. And one of the reasons people leave is that they have not fallen in love with the radio industry. They don't understand WHY we do what we do. They don't understand how vital the radio industry is to the communities we serve. Nor do they understand that advertising is the grease on the wheels of commerce. When consumers buy, the economy improves. Advertising delivers messages from businesses to potential consumers. Our life blood is the local business person and we can help them to compete with the giant companies of the world.


So, what should be included in your on-boarding process?


Ideally, the owner or general manager of the company should set aside some time to meet the new person and to share their history and their "Why?". They should share their vision for the company moving forward.


The new hire should spend some time with each department in the station: sit in on a morning show and listen to the interaction with listeners. Watch the production department produce commercials. Watch the traffic department do their jobs (no person new to radio understands what a traffic person does. They think of the cross walk guard in the neon yellow vest.) Go out with the current sales staff to see them in action. Go to station promotions to SEE the listeners.


Learn the forms and paperwork that each station needs to function. In other words, the internal flow of information. What resources are available at the station to help them to do their job?


At each and every step, emphasize the "Why?"


I remember the first time I attended an NAB. I saw 100,000 broadcasters in one place and it hit me that this was the tip of the iceberg. The rest of the staffs were still at home running the stations. Wow! I was blown away by how big and powerful we are!


New hires need to feel that they are a part of something bigger than one station or group. Yes, they need to enjoy their fellow workers. They need to believe in our mission. But they also need to believe in the mission of radio in general.


Radio is not dead nor dying. We have only to remember how vital we were in 2020. We remain that vital as we serve our communities in a hundred different ways. We should all be proud to call ourselves "radio broadcasters".


I hope you may formulate your own on-boarding system. Indoctrinate the new hires in the best of our industry. Welcome them into the midst of one of the best jobs in the world.


Happy recruiting and happy retaining!

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 2023 with strong momentum and A+ players!

Words to Live By ....

Employees are a company’s greatest asset – they’re your competitive advantage. You want to attract and retain the best; provide them with encouragement, stimulus, and make them feel that they are an integral part of the company’s mission. – Anne M. Mulcahy

Start The Year With This In Your Library

What people are saying about this new book:

"Last July, 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

Buy It Now

On The Road With Clients


Recording a client who does her own messages: at 94!

Sales training at Williams Media

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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