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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 October, 2023



Greetings from BBI! Fall is here! Time to finish 2023 on a high note. We hope you may find good ideas to do so 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?

Hi Pat: Thanks as always for your update. I look forward to them landing in my inbox and find them informative and engaging. Congratulations on the new book also. I must add it to my list, if it's as beneficial as "A Roadmap To Success In High Dollar Broadcast Sales", I'll be passing around to my team also.

Owen Harney

Media Advertising Sales Director

Dublin's FM 104 and Q102


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


Entering the "Danger Zone"

The First 90 Days

Chicken

You've just sold a brand, new client. Yippee!!!! (That's what we say in Oklahoma when something great has happened.) You worked hard for this one. It may have taken weeks, months or even years to get their agreement. You may have the urge to sit back, rest a little, and enjoy the "win".


Now is when the real work begins. Our new client is now entering the critical first 3 or 4 months of their advertising campaign. In about 60 or 90 days, they will be smack dab in the middle of the "chicken out" period. What is this? How does it work?


We know that campaigns created with the radio recipe of enough weekly frequency, long enough, and with a relevant message, still take time to ramp up. That's why it is imperative that we use OES schedules, make them a minimum of 52 weeks, and utilize great creative. It's like a train. You hook the engine to the train cars. The train begins to roll, slowly at first, chugging along. As it gains momentum, the train speeds up. Eventually, it reaches maximum capacity. It will continue to travel at maximum capacity as long as the engine is attached. If the engine is disconnected, the train will gradually slow down. But I digress.


When we sell a new client, we must have a conversation UP FRONT, at the time we sell them, about the "chicken out" period. We need to forecast what their results will be like, how long it will take advertising to "ramp up". The worst thing is to have our clients expect to air an ad today and have 50 people running into their store tomorrow shouting our call letters. Of course, in their heart of hearts, that's what they want to happen. If we don't manage their expectations, they will think "Radio doesn't work".


What is this conversation? "Mr. Client, let's talk about what you can expect to happen. The first people who will mention your ad will be family, friends, maybe some competitors. You'll probably have some other radio reps come in: they listen to our stations. What you shouldn't expect to happen is for customers to come in and tell you they heard it. That rarely happens. It will take from 6 to 9 months for your advertising to ramp up. Other clients have told us they see more results in the last 90 days of their campaign than in the first 9 months. I'm not saying you won't see some results sooner, but that the full effect will take some time. So, please be patient with the process."


What do we need to do in the first 90 days? We need to stick like glue to our new client. Whatever your agreement for client contact, exceed it. Be in touch weekly either by phone, email or in person. Send them articles on their industry. Refer business to them. Take them coffee, donuts. Invite them to lunch.


We like to circulate the new client's business and contact information to our front desk and our on-air people. Why? Because listeners often hear part of a message and contact us to get the rest of the story. We need to be prepared to direct customers to our clients.


Of course, you send a thank you note. It's a nice touch to have your manager send one as well, or perhaps a well-known on-air personality. These make your client feel extra special.


The way we provide exceptional service in these first critical months will set the stage for a happy client or an unhappy one. Go the extra mile!


Happy Servicing and 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 ....

"Here is a simple but powerful rule: always give people more than what they expect to get." Nelson Boswell   

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

Local Radio Welcomes Two New Account Executives


Andrea Rickard: new account executive for Local Radio LLC

Annette Wiseman: new account executive for Local Radio LLC


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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