Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 November, 2019

 

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
Do You Know Your Clients?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Do You Know Your Clients?
 My soapbox of the last decade has been training salespeople on this basic message: It's not about US, our stations, our newspapers, our digital products. It IS about THEM, our clients and their worlds, needs, problems and aspirations. The more we understand their worlds and operate from their perspectives, the more successful we will be. 
 Ad Mall surveyed small and medium-sized businesses and found that 55% said that reps who know their (the client's) customer base are critical for success.  Two-thirds of small business owners say they want a sales rep who knows their business.  It is no longer enough to know our own company's products.  
So, how do we come to understand our clients' businesses?  Ask them!  The needs analysis phase of our sales process becomes vital in obtaining the information we need to craft successful campaigns.  The questions asked in the needs analysis phase should be centered on the client's business.
We need to understand their metrics. We need to talk about the business of the business before we talk about the marketing of the business.  
  • What is their average sale?
  • What is their profit margin?
  • What is their closing ratio?
  • What part of their business gives them the greatest ROI?
  • Have their profit centers shifted?
  • What challenges are they facing today that they didn't face one year ago?
These are just a sample of questions that focus on the world of the client. It is no longer acceptable to ask "surface" questions. We must dig more deeply into the concerns of the client. Many of the questions we ask would be asked by a business consultant. We are that, with a specialization in marketing.  
Many of us are now selling digital products as well as legacy radio, TV and newspaper ads. This gives us the opportunity to become full-service marketing consultants for our clients.  Selling digital can improve our bottom line, but we must guard against losing our focus on our core business.  
Today's sellers must be more sophisticated than ever before.  We must have broad understanding of the principles of advertising and marketing.  We must have a working knowledge of business.  We must understand all of the products we have to sell.  
 
What an exciting time to be in our business!  Happy understanding and happy selling!

 The Client's Corner  
  
 
 I  will be speaking at the Ontario Association of  Broadcasters on November 7 in Toronto. Our session will highlight the customer needs analysis meeting, asking the right questions, leaving with the agreements necessary to close larger, long-term campaigns. We'll also talk about dealing with objections about our offerings. If you'd like to attend,  information is here: OAB conference. 
                           Hope to see you there!
              
 Words to Live By......
  
 
"The biggest communication problem is we do not listen to understand. We listen to reply." 
                                    
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 2019 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 and 2019. 
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