April 14, 2017
Pat Bryson
The Fine Art of Asking Questions: The Key to Big Dollar Sales

Today, we have many options in our sales arsenal to offer to our clients. Not only are we selling radio, many of us are now selling digital products as well. It can be a bit overwhelming. How do we know what to present to our clients?
Sales is a process, whatever we are selling.
It all starts with knowing our clients. We must access and understand our clients' worlds in a deeper way than ever before.

The traditional client needs analysis meeting doesn't work well today. Our questions must be more sophisticated, they must probe more deeply into the business aspects of our clients. We must understand their problems, know the ramifications of those problems for the business and how those problems will affect our client personally. We must know our clients' metrics.

Understanding the goals and objectives of our clients will allow us to craft solutions to those goals and objectives through our campaigns. It will result in larger agreements for us and better results for our clients.

In the first hour, we will learn what topics we MUST know when we leave a client needs analysis meeting and the questions to ask to get this information.
Our second hour will be devoted to learning a revolutionary technique to make "No" a suggestion, not the final answer. Closing sales is a process, and we will study the buy cycle of consumers and the steps necessary to lead our clients through the Marketing Channel to a positive conclusion. Hint: it's all about questions!

Selling today is not what we TELL, it's what we ASK. Questions are truly the heart of the sales process. Learning to ask great questions is an art form. You will leave the session prepared to have your clients say, "That's a great question. No one's ever asked me that before!"
It's not about us: It's about them!

Join Pat for this insightful training as she travels across the state. Look for sign-up information on the web in the next few weeks for a location near you! 

Chris Winkle, President & CEO of WCYN Broadcasting Inc.,announced April 11, the promotion of Trent Harris to the newly created position of Executive Vice President. In addition to his duties as Director of Advertising, Harris will now also assist with administrative duties and responsibilities within the Company.  "Trent is passionate about serving our community and brings a new level of energy and skillset to our leadership team", said Chris Winkle.  Harris is a graduate of Morehead State University.  He and his wife Jessica have two children, Logan & Shelby.

Henry's Travels
Next week, Henry will be traveling to Western Kentucky and meeting with stations in Paducah, Mayfield,  Murray, Cape Girardeau, Missouri.We appreciate all of our stations support as Henry makes his way across the state to a town near you. Look for pictures in the next eCast of his adventures. Stay tuned!

To schedule an appointment with Henry, please contact henry@kba.org.

Membership Dues and PEP Make KBA Strong
Take Advantage of Great Member Benefits!
KBA has received a few questions related to participation in PEP and payment of membership dues. In the past, KBA had sometimes waived the payment of dues for members who pledge to play PEP spots. That is not the case for 2017. When your stations receive their dues notices, KBA encourages your owners and GMs to continue membership.

The association also encourages your station to continue to participate in PEP; the income from the program allows KBA to provide strong member services such as training, resources and the annual conference-- at no cost! No other state broadcasters association is able to offer its members free services at this level. Kentucky is unique in that area, and KBA is proud of that designation. Please understand that in some instances PEP funds cannot be used to offset certain, therefore we rely on your membership and appreciate your support.

If you or any other staff member has questions about payment of dues, member benefits or other items related to KBA, please contact Member Services Director Karen Mucci at karen@kba.org.

If you have already paid your dues, we thank you! Next week, the KBA will be sending out reminder notices to those that we have not received. Not sure, if you have paid your dues? Contact Liza Livers at kba@kba.org or Karen Mucci at karen@kba.org. We will be happy to assist you.

About 90 percent of our revenue comes from PEP, five percent from the lease of space at KBA Headquarters and two percent from membership dues. Your support assists the KBA in continuing to offer members over $5,000 in tangible benefits annually. The KBA sincerely appreciates your support.

Registration now open for the 2016 KAPB awards presentation April 28 in Lexington

The 2016 Kentucky Associated Press Broadcasters Awards Presentation will be held on Saturday, April 29 at the Hilton in downtown Lexington, recognizing the best in television and radio journalism in Kentucky. The deadline to register for the banquet is Monday, April 24. The cost is $55 per person. No walk up registrations will be accepted. The event begins with a reception at 5:30p.m., followed by a dinner and the awards presentation at 6:30p.m.

FREE WORKSHOP: KAPB and the Kentucky Broadcasters Association invite professional and college journalists to attend a storytelling workshop on Saturday, April 29, with Kentucky native Al Tompkins at the Hilton from 9a.m.-3p.m.

The workshop is no charge, but seating is limited and available on a first-come, first-served basis. Lunch will be provided, courtesy of the KBA.

For a list of finalists and details about banquet registration, the storytelling workshop, and the group hotel rate, go to http://discover.ap.org/contests/kentucky-broadcast

The deadline to book at room at the group rate is Tuesday, April 11.
Please contact Julia Versau at jversau_contractor@ap.org with any questions.

KBA Conference Reimbursements 2017
The KBA Board met at the KBA Headquarters on Thursday, January 26, 2017. As a result, members voted on conference reimbursements for 2017. The conference reimbursements are as follows:
  • Up to $1,000 Small Market Exchange
  • Up to $399 Country Radio Show
  • Up to $1,000 NAB Show
  • Up to $1,000 for the NAB Radio Show

Attendees of these events must provide KBA staff with a copy of their name badge and receipts of all expenses.   


As a reminder, the next KBA Board Meeting will convene in Frankfort at the headquarters on Thursday, April 20, 2017.  

Are you attending the NAB Show in Vegas April 22 to 27?

The KBA is planning a get together for all of the Kentucky delegates that will be at the NAB Show in Vegas. Details will be forthcoming, please email Karen Mucci at



KBA Roadshow is Coming in June!

Pat Brison will conduct sessions as part of the KBA Roadshow during the week of June 19-23rd. The Roadshow will be conducted regionally and thus all members of the KBA may attend FREE of charge. Details coming soon! Stay tuned!  A training in Madisonville is scheduled for Monday, June 19 and a training in Frankfort is scheduled for Friday, June 23rd. More dates coming soon! Stay tuned!

KBA Harry Barfield Scholarship
Applications are now being accepted for the Kentucky Broadcasters Association (KBA) Harry Barfield Scholarship program for the 2017-18 academic year. This is the 26th year of the program.

Deadline: April 21, 2017

Four scholarships of $2,500 apiece are available to students who are currently majoring in broadcasting or communications at a college or university in Kentucky. The scholarships are awarded through a competitive application process which includes academic achievement, the recommendation of a faculty member, and extracurricular activities. Since the scholarship awards are renewable for a second year provided recipients continue to meet specified criteria, priority consideration will be given to students who are rising juniors.
The program, now in its 26th consecutive year, is named in honor of Harry Barfield, the late chairman of the Kentucky Broadcasters Association and manager of WLEX-TV in Lexington.

7 Things Advertisers Have Completely Wrong About Radio
Radio is alive and well and as strong as ever. It's the #1 reach medium. It's the #1 in-car entertainment choice. Yet research suggests advertiser perceptions are far different from radio's reality. In this eye-opening presentation, experts will focus on telling and selling a compelling and contemporary radio story that re-sets client perceptions and opens their wallets.

Did you miss the month's Radio Advertising Bureau's April Seller Webinar?   No worries, catch it again by clicking here. 
The link above includes a survey, PDF of the slides, the on demand webinar, etc.

FREE LBS Training!    

Are you using this FREE member benefit? KBA offers access to the LBS Weekly Sales Videos free to all members! Your station's whole sales team can have their own personal LBS accounts at no additional cost! If you need login information, simply contact the KBA and we will be glad to help you get started. Don't miss out on these wonderful trainings!

This Week's 3 Vide
os: GSM Interview, Powerful Words, TV Sales Leadership Series! 
GSM Interview: In this session, former General Sales Manager, Sally Kohn, discusses some of the basics she needs from her sellers, how to find new business opportunities, some key things you should know about your station's audience, and much more!
Powerful Words: Mark Levy shares some great tips on how to reduce the tension inherent in telling a prospect that they are wrong about you or your station. Incorrect assertions need to be addressed and the way we do so makes a huge difference in the probability of building a stronger relationship with that potential client!

TV Sales Leadership Series!: In this series, LBS President, Gary Moore, focuses on the impact that managers have on their sales staffs.
In This Issue
This eCast is sponsored by  "Wedding Planning with Pem," a sweet fit for your advertisers.


This eCast is Sponsored by Broadcast and Communications Systems

Don't put off the re-pointing your stations SAT dish until the last minute.  Get it done now! Many dishes have been in service over several decades. Broadcast & Communications Systems has been serving broadcasters in our 8 state region since 1982!  With over 30 years experience-  Give us a call and get your station on our list. (270) 843-4222.

KBA Board Meeting
April 20, 2017
Frankfort, KY

KAPB Awards and Workshop
April 28-29
Lexington, KY

NAB Show
April 22-27
Las Vegas, NV

KBA Roadshow with Pat Bryson
June 19-23

KBA Roadshow with Pat Bryson
Madisonville, KY
June 19

KBA Roadshow with Pat Bryson
Frankfort, KY
June 23

KBA Annual Conference
October 8-10, 2017
Louisville, KY
eCast Distribution
Did you know you can add all team members at your station to the eCast distribution list?

Simply send a list of all email addresses that need to be added to kba@kba.org.
EAS Schedule
The next required
monthly test will be
May 17 at 10:37am 
and will originate from
Mark Your Calendar for these 2017 Events!
April 23-27 NAB Show
Las Vegas, Nevada

October 9-11 KBA Conference
Galt House Hotel, Louisville, KY

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Has your station scheduled an ABIP Inspection this year?
This is now a FREE Member Benefit.
Call the KBA office (888) 843-5221 or click here for details.
This service could save you thousands of dollars in FCC fines.

Derron Steenbergen, KBA Chairman

Henry G. Lackey, President/CEO