Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 October, 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
Make Your Prospects Comfortable
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Make Your Prospects Comfortable
 You've probably been in a buying situation where the salesperson made you uncomfortable. Perhaps that seller was a bit too slick. Perhaps they used technical terms you didn't understand but were intimidated to ask for an explanation. Whatever they did to make you feel uncomfortable, chances are you didn't buy from them.
In any sales situation, the only person we have control over is ourself. If our prospects are to be comfortable, we are the one to make it so.  
How do we do this? There are many ways to manage the tension level which spikes as we get closer to asking our prospects for a decision. First, be certain that you are not speaking "radio" or "newspaper" or "TV" to them. We get so used to using our industry terminology that we forget that someone outside of our industry may not understand our terms. Most of the time, they won't ask for an explanation. They simply won't buy.
How we say what we say makes a big difference also. Do we speak clearly? Do we paint word pictures with our voices? Are we certain we don't have annoying habits (ticks) that can drive a prospect crazy? I've seen everything from clicking pens, shaking feet, straightening a tie, to bouncing around in a seat.
There are also words we should use to manage the tension level: authorize, approve, agreement, results, proven, easy, 
save, results, profit, let's.  
There are words we should NOT use because they can spike the tension level: contract, deal, sign, cost, buy, liable, obligation, price, pay, decision.
I once taught a gentleman who had spent 15 years selling newspaper. As we went through the above list, he shared with me that when he was dealing with a client 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 agreements, 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.  
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  
  
 I will be speaking at the Ontario Association of Broadcasters on November 7 in Toronto. Our session will highlight the customer needs analysis meeting, asking the right questions, leaving with the agreements necessary to close larger, long-term campaigns. We'll also talk about dealing with objections about our offerings. If you'd like to attend,  information is here: OAB conference.
                           Hope to see you there!
 Words to Live By......
  
 
"W hen dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion."
 

                                                             Dale Carnegie

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 and 2019. 
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