SHARE:  
Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 September, 2023



Greetings from BBI! Are we officially in Fall yet? Time to plan for the last few months of 2023. We hope you may find good ideas here.

I'll be speaking to the Massachusetts Broadcasters Association November 16 and CMB November 9. Maybe I'll see you there?

Happy Selling!

What are clients saying about us?

"I wanted to send a quick note of gratitude for taking the time to share your expertise and knowledge with us. As a new AE and starting a new career in this industry, I felt "Getting The Appointment" was a great breakout for me to attend. I felt confident in my training here at KY3 as you covered the majority of it, however, you expanded in several areas that were very beneficial to me. I never received specialized conferences or meetings in my previous career, so I thought an email of gratitude was needed. Thanks!"

Theo Atchison

Account Executive

Gray Television

Springfield, MO



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


I'm impressed!

And I'm a hard person to impress!

Those who know me understand that I allow myself a few indulgences. On such indulgence is a special perfume that I have used for decades. It's my "signature scent". I once lost a scarf while on premise with a client. One of the salespeople returned it to me saying, "I knew it was yours. I recognized your perfume." You get the picture.


Which brings us to today's newsletter. I haven't been able to find this particular perfume for nearly a year. I had resigned myself to smelling like the frankincense soap I use. When I attended the NAB in Vegas last April, I decided to visit several of their famous big stores to search for the perfume. I took a few hours off from trolling for new clients in the halls of the Encore and Bellagio and went on my quest: Saks, Macy's, Nordstrom's, Neiman Marcus. No luck anywhere. I was met with, "We haven't been able to get that fragrance for months!".


At Neiman Marcus, they thought they could order it. Oh, happy day! But they soon figured out it wasn't available to order either. The nice salesperson offered to give me a couple of small travel size atomizers from their tester. I eyed the tester greedily, offered to buy THAT and briefly debated grabbing it and running from the store. I decided, however, that grand larceny should not be the way to fulfill my desire (see, Mom, I DID listen to Sunday services) so I thankfully took the small samples and left my card. Please let me know if you receive the perfume. She promised to do so.


I must here mention that I left my cards at each of the above stores.


Fast forward. I arrived home and mentioned my quest to a friend who shares the same passion for this fragrance. She said she had managed to order it online. Although I had previously not been able to locate it on line, I found it, ordered it, and was once more recognizable before I even enter a door.


All of the above is background. Now to the sales lessons involved in this transaction. Two weeks ago (August), I received a call from a strange number from Las Vegas. Potential client? No, it was Julie from Neiman Marcus. She still had my card from April. She left a message saying she now had received 3 bottles of my perfume. She had sold one, but wanted to know if I still wanted it. (Lesson #1:She listened. She understood my need.


Lesson#2: The follow up when she could fulfil my need.)


It's a good thing I wasn't behind the wheel when I called her back (of course, I NEVER do that: we have laws in OK about that) or I might have driven off the road.


Remember I had already purchased perfume. I was so impressed with her follow up and customer service that I said, "Yes, send me one." To which she replied, "Would you like both of the bottles I have?" (Lesson #3:This is called the upsell) I almost said, "Yes" because I liked her style. For the sake of my credit card, I resisted. Two days later my package arrived on my door.


But the story doesn't end there. When I opened the package, there was a nice note from Julie, her card and a small gift:


"Thank you! This is a refillable atomizer perfect for travel. I'm here to assist with anything at Neiman.

Talk soon,

Julie"


Lessons #4 and 5: Sending a Thank You and Going The Extra Mile.


If I had clients in Vegas I'd be trying to recruit her to join our team.


I still have her card. Will I call her? You bet. Extraordinary service is so rare these days that we need to celebrate it.


To recap:

  1. She listened to my needs
  2. She retained my information even though she couldn't fulfill my desire immediately and called me as soon as she could do so.
  3. She tried for the upsell.
  4. She delivered what she promised.
  5. She went the extra mile.


Do you? If I called a random client on your list, what would they tell me about you? Are you their "go-to-person" when it comes to anything marketing? We should take a lesson from Julie. What do you bet I hear from her again in a few weeks or months? She "Will have been thinking about me" and will have something I need.


So, that's our lesson for today. Thank you, Julie, for not only making me smell like a room full of flowers, but for giving me fodder for this newsletter and for restoring my faith that there ARE still wonderful sellers out there.


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. Prepare for 2024 with strong momentum and A+ players!

Words to Live By ....

"It is not your customer's job to remember you, it is your obligation and responsibility to make sure they don't have the chance to forget you." — Patricia Fripp

  

This book is a "must" for your library!

What people are saying about this new book:

"Congratulations Pat on another great book. Best book I've read in years on solution-driven sales. I highly recommend it!


Duane Alverson, President (retired)

MacDonald Broadcasting Company

Buy It Now

Great groups in two states!


Vision Casting in Litchfield. What do you desire?

Attendees at the Missouri Broadcasters convention

BBI session

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.


©Copyright 2023 Bryson Broadcasting International

CONNECT WITH US!
Twitter  Linkedin