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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 March, 2023



Greetings from BBI! Pat will be attending the Radiodays convention in Prague, Czech Republic 25-29 of March. If you'd like to set a meeting with her to discuss how she might be of help to your revenue departments, send an email here: Pat@patbryson.com. Make 2023 your best year ever!

Happy Selling!

What are clients saying about us?
mya on beach

"Thank you Pat.

 Enjoyed reading your notes during the weekend on a deckchair near the sea 😊 Bliss!

 Take care,

 Thanks & Regards,"


Mya Scicluna                                                    

Senior Broadcaster & Marketing Strategist

Vibe FM

Malta 



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


How Is Your First Contact With A Customer?

Don't lose them at "Hello".

In a recent training session that I did with one of my clients, we looked at attrition rates for the past year. If you haven't done this lately, I suggest you do so, but get ready to be looking for the next bottle of your favorite adult beverage. We lose clients for a variety of reasons, some beyond our control. Someone closes, retires, sells, changes managers, changes marketing philosophies, gets upset with us.


It's the last reason I'd like to talk about today. The Internet for the most part has the customer experience done well. From start to finish, the buying process is seamless. This has spoiled consumers. Our clients are consumers also. The last few years have raised their expectations of doing business with us. Our customer process must be easy from start to finish.


Which brings me to the real subject of this newsletter: when I call you or your station, what do I hear?


The other day I called a potential client and a real, LIVE person answered the phone. Wow! A receptionist, not a voice mail. That in itself was a reason to mark the day on my calendar. I didn't have to listen to a litany of "Press one for X, Press 2 for Y, Press 3 for Z". What happened next was even more unusual. Here's what I heard: "Good morning. This is ____ with station ____. How may I make your day great?" I nearly fell out of my chair. I also broke into a wide smile and realized that this person HAD made my day great by that simple phrase.


What do YOUR clients hear when they call you or your station? Do they get, "You've reached XYZ Company. If you know your person's extension, you may dial it now. Or, hang on the line for an interminable list of extensions." Or, my personal favorite, "Spell the person's last name." Or how about, "Our customer service representatives are all busy. Your wait time will be less than one hour."


I don't know about you, but my blood pressure has gone up a few notches after dealing with these scenarios. As we talk with our clients about how to entice customers back into their stores, we might want to address making it easy to connect. What happens in that initial contact can make or break what follows.


How about us? How is your station's phone answered? The person who answers the phone is often the first contact potential clients or listeners have with us. Is it positive? Do we sound like we genuinely want to solve their problem? Does the person who encounters the problem follow it through to completion or hand it off to someone else and never think about it again?


We have two sets of customers: our listeners and viewers and our advertisers. Both are important to our success.


Some great opening lines I've heard on voice mail:


"I'm so sorry I can't answer your call right now. I'm out helping my clients to make 2023 the best year ever. I'd enjoy helping you as well. If you'll leave your name and number, I'll call you back quickly."


"Sorry I missed your call. I'm out discussing with my clients how to find good, qualified employees. If you're recruiting, perhaps our stations might be of help. Leave your name and number and I'll call you back."


"Hi! You've reached ___ _____ at XXXXX. Right now I'm out helping my clients create successful marketing campaigns to make 2023 their best year ever. Leave me your name and number and I'll do the same for you."


Note that all of these focused on what the salesperson is doing for the clients. What problems are we helping them solve? We aren't out "selling radio or TV" we are out working with our clients to raise their revenue, to help them to solve their ever-evolving business problems.


I hope your first connection with customers will put a smile on their face. Be the ray of positivity in an uncertain world. Make it easy to connect with you. Don't lose a customer at "hello".

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 Laugh By .... (Not recommended for your answering machine)



"Hello, I'm Pat's answering machine. What are you?"


"Hello, you've reached the last number you dialed."


"This is a test. This is a test of the Answering Machine Broadcast System. This is only a test."

Is This In Your Library Yet?

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

We Welcome New People to Our Sales Teams!


WSMI and WAOX welcome Mike Farley Terpening to their sales team

Farley
Heath

The Original Company welcomes Heath Surrells to their sales team.

Yes, they are out there! We must keep looking for the eagles to join our teams!

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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