Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 December 2017

 

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
It Must Be About Them, Not About Us!
Client's Corner
It Must Be About Them, Not About US!

For years I've been training sales people on this basic message: It's not about US, our stations, our newspaper, our products.  It IS about our clients and their world, needs, problems and aspirations. The more we understand and operate from their perspective, the more successful we will be.


 

AdMall 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:

  • 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 1 year ago?
T hese 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 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
  
Peter and Mary Miller

November 16th, 2017, WLPO celebrated Seventy Years of broadcasting in the Illinois Valley in Illinois.  Peter and Mary Miller bought the station two years into its existence, and Miller Group Media has been operating the station ever since. It is rare to find family- operated stations today. It is even more rare to find a station that has been in family hands for this long. WLPO has passed from generation to generation. My association with the station began in 2006, and I have enjoyed working with good broadcasters and great people. I salute all the wonderful individuals who have passed through WLPO's doors in these 70 years. These broadcasters have reflected their community, served their community and are a vital part of the Illinois Valley. Thank you for allowing me to be a part of your success. And, I wish you 70 more years of making great radio!
 Words to Live By......
  
 
"If you're talking, you're just selling. If they're talking, they're buying."
                                       Amanda Johns                                                                                                         
        
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 2017 Bryson Broadcasting International
A little about me.....
Pat a8704 ch
 
Pat Bryson has worked in the radio industry for over 25 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.
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Our Clients

            

Jessica
Jessica Shattock, new account executive for Shine FM Red Deer Canada
Conan

Conan Daly, new account executive for Shine FM and The Light, Calgary, Canada


Cathy Miller, Eric Harger and Joyce McCullough. Joyce is current VP General Manager of LaSalle County Broadcasting.

 

  

Peter Miller III and his wife Cathy.