Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
15 July, 2021

Good Words: Bad Words
It's all about managing tension levels!
I've often heard it said that the easiest person to sell is a salesperson. If you are like me, you appreciate good technique. You probably also recognize bad sales skills when you experience them. Part of determining what's "good" and what's "bad" is how the salesperson makes you feel during the process. Which brings us to the point of today's newsletter: How do WE make OUR clients feel during our sales process?

We know that prospects need to feel comfortable with us. If they aren't, they probably won't buy from us. No one wants to deal with a "slick" salesperson, one who makes you doubt their sincerity and credibility. We want to make our interactions with clients person to person, not salesperson to victim. We also know that as we lead prospects to the point of making a decision, the tension level in the room will spike. Since we are the only person that we have control over, it's up to us to manage the tension level, to bring it down, to make our prospect comfortable. How do we do this?

We need to be sure that we aren't intimidating prospects by using "radio", "TV" or newspaper lingo. Those technical terms should never be used outside our offices. Many times, our prospects don't understand them, but they won't say anything. They simply remain quiet, uncomfortable and they keep their wallets closed. They simply won't buy.

We also need to make sure we don't have any annoying habits that can drive a prospective customer crazy. I've seen all kinds of little "tics": clicking pens, shaking feet, straightening a tie, bouncing around in a seat. In close proximity, these can be most off-putting.

We need to watch our language. Some words in the English language sound harsh. They will spike the tension level: contract, deal, sign, cost, buy, liable, obligation, price, pay, decision.

Other words will lower the tension level: authorize, approve, agreement, results, proven, easy, save, results, profit, let's.

I once trained a gentleman who had sold newspaper for 15 years before he joined our radio team. As we were going through this material, he shared with me how he used these words. When he was dealing with a prospect who was using a competitor's product, he used the words like this:

"How liable are you when you sign their contract? What type of obligation do you have to pay for their deal? With our agreement, we make it easy. All you have to do is authorize this campaign and the results have been proven by other of our clients."

In other words, he used the bad words when referring to the competition and the good words when referring to his own. I thought this a bit diabolical but certainly brilliant. Try it: it works! I'm always happy I train with people smarter than I am. I learn so much!

Our job is to manage the tension level, to make our potential clients comfortable in saying, "Yes" to our offers. Use these techniques: higher billing awaits!
The Client's Corner
Bryson Broadcasting International is serving our clients in new 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 Finish 2021 with strong momentum and A+ players!
Words to Live By ....
“I believe in the magic and authority of words.”
 René Char
Our New Book is Here: Add this to your library
What people are saying about this new book:
“In this time of a rapidly expanding media landscape with increasing layers of complexity, Pat Bryson reminds us that sales is still a people to people business built on personal relationships. The best relationships will endure long after disruptions such as COVID-19 have passed."
Peter Saxon
Managing Editor
BBI Clients in the News!
R Villones
Robert Villones, Williams Media, was named one of Radio Ink's best General Managers for 2021. Congratulations Bob!
chamber award
Miller Media's stations WHOW, WEZC and Dewittdaily were named small business of the year by the Clinton Illinois Chamber of Commerce for their coverage during COVID. Congratulations to the staff!
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 on line sessions done live for your staff.

If you would like to discuss your sales training needs, we may be reached at,

or call us at 918.810.3068. 

For more information about BBI, click here.

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