Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 August, 2018

 

Greetings from BBI!

Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.

Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling!
In This Issue
How's Your Customer Service?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Can Your Prospect Say, "Yes"?         

  I believe that 85-90% of the time we don't close business it is because we are talking to a person who can say, "No" but can't say, "Yes". I call that person, Mr. Not-So-Big. (Or, Ms. Not-So-Big if you are inclined to get sticky about gender.) It is common for businesses today to have multiple decision-makers or ultimate decision-makers in another geographic location. Getting to the "Yes" person can be difficult.

 

Obviously, we must try to get Mr. Big involved at the earliest possible time. But, what if we CAN'T get to Mr. Big? What do we do?  There are several avenues we can employ with Mr. Not-So-Big to increase our chances of getting the sale.

 

First, and most obvious, we can try to get Mr. Not-So-Big to arrange a meeting with Mr. Big. Ideally, that would be in the Phase Two Customer Needs Analysis meeting. Failing that, he needs to be in the presentation meeting. That can't happen?  Now what?

 

We can find out just how "sold" Mr. Not-So-Big is on our proposal by asking him, "On a scale of 1 to 10, 1 being you don't like it at all and 10 being you have to buy it now, how sold are you on our solution?"  He needs to be a 10+, completely sold on the proposal, or he probably can't "sell it up" to his boss. Remember, if HE pushes our recommendation, and ultimately the boss buys it but then feels it didn't work, Mr. Not-So-Big gets the blame. No one will risk their job to sell our programs!

 

We can also ask Mr. Not-So-Big to authorize the agreement "contingent on" the approval of Mr. Big. This is another way to test his commitment.

 

If he won't sign the agreement, you can ask if he'll write on the proposal "This looks good to me. I think we should do it."

 

Another technique is to rehearse Mr. Not-So-Big for his meeting with Mr. Big. "Do you think Mr. Big will have questions about this campaign?  What do you think they might be? How will you answer these questions?" In other words, you rehearse his answers with him to these possible objections.  

 

As you go through this process, you'll get a feeling about how likely it will be for Mr. Not-So-Big to be able to sell this to his boss.  No one can sell our campaigns like we can, but sometimes Mr. Not-So-Big has to serve as our proxy. Get him ready to carry your message forward.  

 

The Client's Corner
44% of local advertisers say they are including radio in their marketing mix this year. Borrell Associates surveyed more than 2000 small and medium sized businesses to learn that radio ranked sixth among the 12 most popular ad channels, ahead of search engine marketing, listed at 40% and banner ads at 37%.  67% listed newspaper as part of their marketing mix. It ranked second, just behind social media,which tops the list at 78%.  What did not make the top 12 list was TV. Businesses surveyed reported that it was cost prohibitive for them. And, so you can see where your average order falls, the average radio expenditure from the businesses surveyed was $39,860 annually. 

 Words to Live By......
  

   "Entrepreneurs average 3.8 failures before final success. What sets the successful ones apart is their amazing persistence."                     Lisa M. Amos       

   
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. If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com, or call us at 918.747.8774. 
 
For more information about BBI, click here.
┬ęCopyright 2018 Bryson Broadcasting International
A little about me.....
Pat a8704 ch
 
Pat Bryson has worked in the radio industry for over 30 years. During that time, she was one of the highest billing sales people in the radio industry in her market. She was promoted to General Sales Manager, managing and training both experienced and inexperienced sales people . Her career advanced to General Manager, where Pat  created a culture of over achievement for her stations.
  
Through Bryson Broadcasting International, Pat now helps her clients to create that same culture of over achievement in their stations.
 
Pat is one of Radio Ink's Most Influential Women in Radio for 2018 
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