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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

15 April, 2023



Greetings from BBI! Second quarter is half over. This edition of the Bryson Broadcasting International newsletter is designed to give you ideas to win in 2023. Pat will be speaking April 16 at NAB. Join her!

Happy Selling!

What are clients saying about us?
REbel 2020

"I have been lucky enough to have the privilege of training with Pat over the past few years. I have been a media sales representative for over 15 years and I believe that if you don't consider yourself in training then you're not going to excel. There is always something to learn, no matter how long or how much experience you have. Since working with Pat I have become a better sales representative because Pat has a remarkable way of connecting with you and not only through showing and guiding you through a "lecture", she fuels passion for what we do and why. Pat inspires me to want to achieve success for my clients and continue to grow in my role but also to love it and believe in it. No matter how many times I continue to be in her tutelage, I'm always learning something new. In this industry things go up and down, but because of Pat I always get the renewed passion for what we do and that there are always horizons to chase."

Lesley McDonald

Logan & Network Sales Executive

Rebel Media, AU



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


What Results Do Your Clients Expect From Their Advertising?

"I want results NOW!"

I was on a zoom call a couple of weeks ago with a very good salesperson. She had emailed me to say that she had been experiencing a rash of cancellations in the past few weeks. After a strong 2022, a "rash" of cancellations seemed out of place. What was going wrong? This was the topic of our zoom call.


I asked her to give me one example so that we could do a forensic analysis of the process. This particular business was a garage door company. Although they had agreed to a long-term schedule, they wanted to cancel after 3 weeks. My first question was, "How long do people think about buying a garage door before they do?" (Unless their current door malfunctions and their car is stuck in the garage.) The answer is several months. Why, then, would it make sense to expect phone lines to light up in three weeks? It doesn't but our clients don't understand that. In their heart of hearts, they expect to air a commercial today and have the teeming masses show up tomorrow shouting our call letters.


Which brings me to the point of this newsletter. How well do we manage expectations UP FRONT with our clients? Do we quantify what they should expect? Example: "I want more traffic in my store." "Ok, how much more? How much traffic do you have now? How long did it take you to achieve your current level of traffic? How quickly do you expect the additional traffic to happen?"


We need to quantify their expectations. And, if those expectations are entirely out of whack (that's an Oklahoma term for "ridiculous") we need to tell them. We know how advertising works. We know the process to educate potential customers. And, we know how long it takes. We need to explain the recipe for effective advertising:

  1. Enough repetition per week to reach a 3 frequency.
  2. Consistent enough (at least 52 weeks).
  3. A relevant message.


Results will build over time. Depending on the product and the product's gestation period, results will come sooner or later. Usually, advertising has ramped up to generating great results between 6 and 9 months into the campaign. This doesn't mean your clients won't see results before that, it simply means that peak momentum will not have been reached yet. Think "train" starting down the tracks and gathering speed till it is running at full capacity.


The key to happy clients is to educate them on what their advertising can and will do if done properly. This education must be done at the time you are selling them, not later when they want to cancel. At that point, it sounds like an excuse. If done up front, you sound like a marketing genius as you accurately predict the trajectory of their campaign. And, if after preparing them for delayed gratification, their ad happens to hit a 2%'er who is buying today and comes in immediately, you look like a hero.


I'm always happy to work through a forensic analysis with you to determine a strategy to save business and hopefully to resell these clients. My thanks to the salesperson who reached out to me and provided the inspiration for this newsletter. I hope other readers will benefit from her experience. We get better by analyzing our wins and our losses. That's how we improve!


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 ....

 “Now, if you truly understand how marketing works today, you know there is no individual six-month campaign; there’s only the 365-day campaign, during which you produce new content daily.” Gary Vaynerchuk

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

BBI Welcomes New Client Local Radio LLC


Welcome to Chad Fox, General Manager. Happy to be working with you!

Shelley Fox

Welcome to Shelley Fox, Business Manager for Local Radio LLC. Happy to be joining your team!


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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