Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 April, 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
Les Boyle Shares One More Time!
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Les Boyle Shares One More Time 
In my last newsletter, I shared with you some thoughts about Les Boyle of ROI Media. He recently passed from this earth to the next leaving behind many people who will miss him. He was one of my favorite nemesis when I managed stations. Shortly before he died, he shared some additional words of wisdom with me.
 
For most of my career as a Sales Manager and then Market Manager, I did battle with Les on a regular basis. He was always trying to negotiate the best deal possible for his clients. And I was trying to keep my rates at a somewhat reasonable level. But one thing is abundantly clear: Les was a consummate negotiator. He was also a top-notch sales person. He was the rainmaker for his buying service.When Les speaks on sales, we should listen. Here are some final words of wisdom from Les: 
 
"A.K.C. No, this does not stand for "The American Kennel Club". It does stand for "Always Keep Closing". The mantra of every successful salesperson in the world.  
 
Perhaps it started with the first caveman who needed to trade his excess mastodon meat with the guy in the next cave.  The phrase came to popularity a number of years ago from the Broadcast drama "Glen Garry-Glen Ross".  The play was based on a nefarious group of "boiler room" salesmen selling questionable real estate opportunities.  
A tour de force of personal interaction under tremendous pressure to sell at all costs.
 
The Bentnose Boys, AKA the Mafia, owned the operation. The manager kept shouting: "Always keep closing".  
 
The technique is a very simple one. Keep asking the prospect questions to facilitate a positive response as you detail the benefits, the reason to buy what you are offering.
 
  You gain enormous positive agreement, you make the sale.
 
  Every presentation should be well-thought out.  "Winging it" will usually fail. Define the benefits and frame the questions to elicit a positive response.  Do not lose sight of why your customers will buy or why they reject the idea.
 
Keep on asking! Keep on closing!
 
You may have a close personal relationship with the client. Do not try to coast on that.   
 
You have to continue extolling the benefits of why they buy from you. Going on "howdy calls" just opens the door and holds it open for the competition."
 
Those who have been in my training will remember the two-prong technique that we teach to handle objections. We focus on WHY the offering is important to the prospect. We ask questions, questions, questions.   
 
Today it's not what you TELL a prospect, it's what you ASK them. Les was right-on with his advice. Thank you, Les! We'll miss you! 

 The Client's Corner 
  

Kantar Media's second annual Dimensions report shows that 25.8% of consumers who have access to the Internet
through at least two devices, listen to AM/FM radio several times a day. 27% listen once a day and 24.2% listen several times a week. Radio continues to consistently reach consumers!  

 Words to Live By......
  
"Always be closing...That doesn't mean you're always closing the deal, but it does mean that you need to be always closing on the next step in the process."

                                               Shane Gibson             

                                                                            

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. 
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Pat and Les
Les Boyle and Pat at his famous St. Patty's Day Party





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Joel
Joel  Hall, new Account Manager for Rebel FM and The Breeze 



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New guys training
Training for the new guys at Rebel FM and The Breeze