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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 April, 2023



Greetings from BBI! 2023 is speeding along.  This edition of the Bryson Broadcasting International newsletter is designed to give you winning strategies to cut down on attrition.


Pat will be speaking at the NAB on April 16th. If you'd like to schedule a meeting with her while in Las Vegas, please email us at Pat@patbryson.com


Happy Selling!

What are clients saying about us?
Kaycee Connelly

"From your sessions, I am using direct quotes from my clients in my presentations. I also expanded my CNA questions by adding some from your list."

Kaycee Connelly

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


Go Deep!

Know the influencers

All of us face attrition of some sort every year. We've been making a study of why businesses leave us. Every case may be different, but we've identified the main reasons we lose business:

  1. A business closes
  2. A business sells
  3. The owner retires
  4. New management
  5. A change in marketing philosophy
  6. They don't recognize results
  7. We mess up
  8. We don't take care of them after the sale


Some of these, 1-5, we can't always control. We must prepare for them anyway. Today I want to talk about Numbers 4 and 5.


One of my markets has seen a rash of cancellations or cutting back in a short period of time. Each situation has different elements, but they all share one thing in common. In each case, we had been calling on our designated person, but we had no other contacts within that business. Now, either the designated person has left, or they have a new boss. Oops! Now we start all over.


How can we prepare for this eventuality?


As we work with our clients, find out who the influencers are for that business. It might be the front desk person. It might be a spouse. The more people we know inside the business, the better armed we are to survive a new decision-maker. These "friends" can vouch for us. They can also give us useful information about the inner workings of the business. Who really makes the decisions? What is the decision-making process? Who might be the "power behind the throne"? Can our outgoing contact give us valuable information about the new person so that we make our initial contact armed with details that will encourage a new relationship quickly?


If we are calling on a marketing director, we should try to get to know Mr. or Ms. Big. One of my clients had a great relationship with the marketing director. When it came time to renew, the salesperson asked for an increase. We were told that Mr. Big said, "Spend the budget anyway you want, but don't raise it." Many marketing directors can spend the money allocated, but they can't increase budgets. Many times they can't even decide which marketing vehicle to use. They are directed to spend X amount in radio, Y amount in digital, Z amount wherever.


The same thing applies with ad agencies. It's tricky to develop a relationship with a client without incurring the wrath of the agency. But ultimately, the client is the boss. If they designate money to a particular station, the agency must comply. In most agencies, we call on the buyer. What about the planner? The Account Executive? In larger agencies, the decisions as to where money will be spent are made long before the buyer sees the buy specs. All they do is decide which radio stations to buy, not how much of the total budget radio will get. And, despite what agencies will say when on the stage at RAB or state association meetings, how much success have you had in pitching a special promotion to a buyer? If it doesn't fit in their numerical code, it doesn't happen. But pitching a special promotion to a planner or an AE may give you and the client a "win". Do you know the upper echelon of your agencies?


So much of the time, we call on those who can say, "NO", but we fail to develop a relationship with those who ultimately can say, "YES". As we strive to manage our attrition, go deep. Know the influencers. Develop advocates in your businesses.


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. Succeed in 2023 with strong momentum and A+ players!

Words to Live By ....

“Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves."

Steve Jobs

Is this in your library? If not, why not?

What people are saying about this new book:

“If I was going to write a sales book, this is what I would want to have written. I’ve studied radio sales for 50 years, and this brings all that wisdom into one place-a real resource for new and experienced radio salespeople”



Glenn Smith

Managing Director, Radio Bay of Plenty – Whakatane, New Zealand


Buy It Now

Sharpening the saws at Williams Media


Sales training at Williams Media! What a group!

The new transmitter! Pride and joy of Williams Media.


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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