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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 September, 2023



Greetings from BBI! The weather is changing: Fall is near. Time to plan for the last few months of 2023. We hope you may find good ideas here.

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

Happy Selling!

What are clients saying about us?

"Pat's training is way more in depth than I originally expected it to be. She started from the ground up with me. Not only does she instill countless skills and principles, but she is constantly providing real world examples for her lessons. Her provided text has been a substantial resource for me, not only when it comes to principles and lessons, but direct CNA questions, objection responses and various talking points. Although her training could certainly benefit anyone in sales, it is tailor-made for radio sales which is something I don't believe enough people in our field are fortunate enough to receive."


Heath Surrells

Marketing Consultant

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


Asking for More....Again

The secret to higher revenue

Fourth quarter usually means it's time to renew clients for the new year. In today's uncertain economic environment, doing so may seem a bit scary as we determine IF they will renew, might they want to cut back expenditures, or if they might choose NOT to renew!


Renewals often require increasing rates. As salespeople, we often don't want to "rock the boat" by asking for higher prices. Have you ever tried to sneak a renewal past your manager using last year's rates? Or, perhaps you held the dollar amount your client had been spending the same, which means you decreased the number of messages they were using. Did this put them beneath the number of ads required for an OES schedule? If so, we are doing our clients a disservice.


Renewal time should be a time to find ways to better serve our clients. Business is evolving rapidly tossed about by external factors beyond our control. These shifting sands require businesses to constantly change how they do business. The marketing plan they used last year, last quarter or even last week may need to be changed. It's almost a certainty that their message will need to be changed.


Before we ask for a renewal, we need to sit with our clients and do a needs analysis. We need to benchmark where that business has been in the last two years and where it needs to go in 2024. What has changed? What to they anticipate for 2024? Are they in a positive frame of mind or a negative frame of mind? What is their PERCEPTION of the next 12 months?


Here are some questions we need to ask:


How has your revenue changed in 2023? Up, down flat?

What are the major challenges you are facing now?

How have these changed this year?

What concerns you most about 2024?

If the answer is "supply chain", ask what products they can get, what they can't get. When do they anticipate the supply chain to improve?

How have they altered their business model because of the supply chain?

If they mention not being able to staff fully, ask how this has affected their business specifically. Shorter hours? More days closed? Longer work days for the owner?

Is revenue exceeding pre-COVID numbers?

If revenue is soft, ask if they are seeing smaller average sales or less traffic.

Have your profit centers shifted? If so, how?

What will it be important for your customers to know about you in the next few months?

How important to you is being involved with community events?

Where do you want your business to be by the end of 2024?

What needs to happen to get it there?


You probe for changes in the business. You ascertain goals and objectives for 2024. You understand your client's perceptions of his world. These new challenges can trigger changes in how they have been advertising. If clients have not been using effective schedules, you may now find ways to introduce them to doing so. 


When clients believe our campaigns can help them to solve problems, they will give us money. If they PERCEIVE that their opportunity for reward exceeds their PERCEPTION of risk, they will embrace our campaigns. Renewals start with understanding where our client's business is NOW and where they want it to be by the end of 2024.


Take the time to understand. It's not about US: It's about THEM. Easier renewals await!


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 ....

"To keep a customer demands as much skill as to win one." – American Proverb 

Looking for early Christmas presents for your staff?

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

BBI was honored to speak to the Missouri Broadcasters


BBI sessions at the Missouri Broadcasters Association convention

More great Missouri Broadcasters sharpening their saws at the 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.


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