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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 August, 2023



Greetings from BBI! Fall is just around the corner. 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. 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


What, Why And How

The secret to higher revenue

How

I'm on a new soapbox. In the past few months, I've had the pleasure of accompanying salespeople on their sales calls. I've seen several "presentations". I put presentations in quotes because what some people call a presentation, I call presenting a package. Now, I know that every station has SOME packages: sports, sponsorships, events. But many salespeople still grab a one-page package off the wall and take it to every client. Not only is there no customization, but I've noticed another alarming trend. This is the subject of my new soapbox and today's newsletter.


As we learn our products, we get pretty good at the "What". These are the facts that explain what a client will receive by buying this package or campaign. We are so used to knowing what we mean by the "What", that we often expect our prospects to know as well. For most of them, they have no idea!


15X 6A-7P, Mon-Fri.


This is a typical "ask" I see. We understand what we mean, but our prospects don't. Not wanting to seem uninformed, they don't want to ask questions. But they are uncomfortable not understanding, so they don't buy.


Note: The frequency shown above is too low to be an OES Schedule. I use this example because it's what I see way too often! We'll save the OES discussion for another newsletter.


Our next step after the "What" is to explain the "Why?" Why did you choose that particular campaign, schedule or package to present to that business? Linking the "What" to the "Why" requires understanding something about the needs and goals, likes and dislikes of that client. I had one tenured rep say to me, "After I talk to a client, I know instinctively what they need. But then I have to back up and think "Why" I chose that so I can explain it to the client." Absolutely! But how often do we REALLY do that?


There is one more step I rarely see except for the 20% of salespeople who write 80% of the business. They explain "What", "Why" and then "HOW". They explain exactly how this campaign will help to fulfill the client's needs and goals. How will it help to solve the business problems that keep them up at night?


Note: You can't explain the "How" unless you understand the client. When was your last customer needs analysis with your client? If it's been longer than 4 months, you need to sit with them NOW and take a new look at their challenges and needs. External forces are changing business almost weekly. If we don't keep pace by updating our information, we can't keep their marketing campaigns and messages current.


What-Why- How. I provide a form for my clients to use before each presentation or "ask". I ask them to write down the What, Why and How. No generic responses. I want each one specific to that client. If they can't fill out the form, they need to step back and gather more information. If you explain clearly the "How" I guarantee your closing ratio will go up!


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 ....

  “As marketers, we should be changing the mantra from always be closing to always be helping.”  Jonathan Lister 

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

VIBE FM makes a move uptown in Malta!


Mya Scicluna in the new VIBE FM studio in Malta.

New studios for VIBE FM in Malta. Way to go! Love the big windows!


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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