Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 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
Getting to "Yes"
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Getting to "Yes"         

  

 Getting prospects to sign on the dotted line (you know this as 'authorizing the agreement') does not always go according to your plan. At the moment of truth, your prospect may back off. You may hear the dreaded, "I want to think about it." What went wrong?

 

Closing is a process, not a single event. Getting a positive conclusion to your "ask" starts way before you present a schedule or idea. It starts from the very first contact you have with a prospect. Do you present yourself as a "source" not someone with the "package du jour"? Do you look professional? Are you credible? These things can lead to your getting an appointment or not. Remember the prospect is asking himself, "Why would I give this person my time? What's in it for me?"

 

Once you have obtained the meeting, you arrive to find need, to gather information, to get commitment to move forward. The customer needs analysis meeting can determine whether or not you eventually do business with that person. What must you know when you leave the CNA meeting?

  • What are the challenges and concerns of the business?
  • What major changes have occurred in their business?
  • What is their customer profile?
  • What are the business metrics?
  • What are their attitudes about advertising?
  • What are their digital needs and plans?
  • What should their creative concept be?
  • What does the client want their advertising to accomplish?
  • How will the client measure the results?
  • What budget can they and should they allocate to us?
  • What will correcting the problems or achieving the goals mean to this client personally?
  • Why will they buy what we offer?
  • Who are the decision-makers and what is the process?
  • How does the client want to work with you?
As a check for yourself, do you know:
Why will your client buy this?
What does it mean to him personally?
What does he want his advertising to accomplish?
What should his creative message be?
 
If you leave with the answers to these questions, you will have moved the client forward in his relationship with you. You leave with a commitment to move forward, somehow, someway. Now you may go back to your office and craft a campaign to do what the client needs.
 
If you talk about the business of the business before you talk about the marketing of the business, you establish yourself as a resource for that client, someone who truly cares about making any advertising a success.

The Client's Corner
 Radio has been proven to produce results for the auto industry.  Rain X did a national survey last January following a three-week campaign on AM/FM. They found that heavy AM/FM radio listeners 18+ drive 37% more miles per year than light AM/FM listeners. The take away: the more miles you drive, the more you listen to AM/FM radio. And, yes, the more you drive, the more you need auto products. Sounds like a great place to create brand awareness and sell automotive products! 
 Words to Live By......
  

      " The golden rule for every business man is this: 'Put yourself in your customer's place.'"
                                                  

                                                        Orison Swett Marden

                                     

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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