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Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 

1 December, 2023



Greetings from BBI! 2024 is a few weeks away. Creating a great customer experience will make the difference in surviving or thriving! We discuss it here.


Happy Selling!

What are clients saying about us?

"You are one of my favorite authors with your material in the SMRN, Radio Ink and other pubs. Good stuff, which makes sense and I know makes our reps more successful."

Dean Sorenson

SBC Radio


A Little About Me

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


Creating an Extraordinary Customer Experience

The next level in customer relationships

In our last newsletter, we spoke about creating good customer service for our listeners and our advertisers. Today I want to continue with the next level in our relationships with our clients: an extraordinary customer experience.


We start with the premise that no one remembers "average" or "ordinary". With the competition we all face today, we must stand out from the crowd....in a good way! In today's business world, the customer is at the center of business strategy. Service, marketing, sales, all revolve around what the customer needs and wants. Online has gotten very good at not only fulfilling our needs, but anticipating our needs and sending us suggestions for things we didn't know existed but we can no longer live without. For our bricks and mortar clients to compete, for us to compete, we need to create "Wow" experiences for our clients.


A customer experience is defined by each touch we have with our clients. It begins before the sale and extends long after the sale. It is the entire customer journey from start to finish. It is a series of events that leave an impression, one way or the other. Customer service is reactive: a customer has a problem, we fix it. The customer experience is proactive. We anticipate their needs before they do.


If you think about 5 businesses that you frequent again and again, why do you go to them? Chances are, you can narrow down the reason to one of these: they are cheap, fast, user friendly, they have great customer service, or they represent luxury. Whichever this business is known for, they must be consistent.


As we begin to think about how we can provide a great customer experience, we need to think about the touchpoints we have with our clients. Here's a starter list. Feel free to add your own:


First call

Needs analysis meeting

Presentation

Thank you

Follow up by the AE

Creating copy

Recording ads

Invoicing

Customer calls the station

Customer emails us.


I suggest you look at each of these steps and decide how to make that interaction special. In working with my clients, I've heard some interesting stories on how they improve the customer experience. The above list is the minimum. Much of the special experience happens after the sale. The account executive is in touch with the client on a predetermined schedule set with that client. How does THAT client define "exceptional service"?


Some AE's take top clients to lunch on a regular basis. They send "thank you" gifts periodically. When a new client comes on the air, the AE writes a thank you note. So does the manager. A "new client" form is circulated to the on air and internal people with contact information on it. That way, if a listener calls in with a question about an ad, anyone in the station can direct them to the client.


One of my clients has a designation for "elite" clients. These are clients spending a certain amount monthly with them. The station arranges outings and parties for these clients. They enjoy perks that other clients do not.


Another of my AE's sends a thank you gift once a month to one of her clients. She refers business to them. And they reciprocate by referring business to her monthly.


I read a story about a gentleman who sent a text to Morton's Steak House: "Hey Morton's, can you meet me in two hours with a porterhouse when I land at Newark airport?" Obviously this was meant as a joke, but guess what? When he landed, a guy in a tuxedo was standing there with his steak and all the trimmings. Morton's travelled 23 miles to reward a regular customer and to create a legendary customer experience story.


And then there's the story of Nordstroms who took back a set of tires that were returned by a customer. Nordstroms doesn't sell tires, but they lived up to their image of "customer first". The back story on this is that the Nordstroms had been built in the same place formerly occupied by a tire store. This gentleman was convinced this was where he had bought the tires. We have another legendary service story that has circulated for years.


What about your station? Do you have legendary service stories? Can you create some? My challenge to you is to assemble your cumulative brain power and brainstorm ways to upgrade your customer experience. Become the station that people talk about and tell legendary stories. It's the way to legendary revenue also!


Happy Selling!

d h

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 ....



“The customer experience is the next competitive battleground.” – Jerry Gregoire



This book makes a great Christmas gift for your staff!

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

The Idea Bank Comes to Pikeville, KY


Pat with Cindy May Johnson at the Idea Bank meeting in Pikeville, KY. Great southern food!

Thanks, Charlene for purchasing my new book. Happy reading!


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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