Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 March, 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
Have You Trained Your Sales Staff Today?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Have You Trained Your Sales Staff Today?     
At the risk of sounding self-serving (after all, I am in the sales training and consulting business), have you trained your sales staff today? I am amazed at how many stations have not. I also find that many stations relegate training only to new people. They believe that the "old pros" don't need it. They know how to sell.   
 
Hum...I am reminded of how many professional athletes, musicians and actors retain coaches and trainers. They understand that, to stay at the top of their game, they MUST constantly receive feedback from a respected source to keep them competitive.   
 
Which brings me to an article I read recently from Borrell and Associates. Borrell has found that advertisers have "more toys in their toy chest" today. They have more ways to spend their money, and they are buying "more stuff".  
 
They are also cutting back on the number of media companies they work with. According to Borrell, local advertisers currently purchase eight types of media advertising a year.  That's up from five and one-half. They are also cutting back on the number of companies they work with from five to three-and-a-half. Companies whose reps can't talk advertising on the same level as their clients are getting cut.
 
Borrell also noted that advertisers are turned off by reps who start their sales pitch with how their station or publication delivers more viewers, listeners or readers than anyone else in the market. Advertisers want creative approaches. They want it to be ABOUT THEM!  
 
Our sales people need to understand all the media options available and to be able to explain them to their clients in simple terms. Clients want us to be able to integrate all of their marketing vehicles into a cohesive campaign.
 
Which brings us back to my original question, "Have you trained your sales staff today?" Are you equipping them to be able to access, understand and live in their clients' worlds? Are you still selling packages or have you graduated to sophisticated campaigns that include multiple advertising vehicles? Will your station or paper be the one your advertisers retain as guides in this complicated age? 
 
When you make the decision to raise the skill set of your sales staff, I'd be honored to help. Best way to reach me is 918.810.3068. That's my cell phone. I'm usually out in the field helping my current clients to become A+ players. I can do the same for your group.  

 The Client's Corner 
  

A few statistics to start your year off right:
Each week:
Radio reaches 92% of adults 18+
Streaming audio on smartphones reaches 42%
Podcasts reach 19%
Satellite radio reaches 15%
Streaming audio on tablets reaches 14%
 
According to Nielsen, just as many people are listening to radio as in past years. The other ways to listen are additive.
Good news to share! 
 
 

 Words to Live By......
  

  " The only thing more expensive than hiring a sales trainer is not hiring one."
                                       Roy H. Williams, The Wizard of Ads 

                                                                            

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. Pat will be attending Radiodays Europe in Lausanne, Switzerland 31 March through 2 April. If you'd like to schedule a meeting with her, contact us.
 
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. 
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