Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 January  

2020

 

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
New Decade: New Skills
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
New Decade: New Skills
 
2019 has melted into a new decade. 2020 is here! For those of us who have seen other decades come and go, it brings to mind how different selling is today than it was in years past.  
As a young salesperson, my first training in how to do a customer needs analysis went something like this: Who's your target customer? What have you done in advertising before? What is your budget?
 
I heard another sales trainer say once that the CNA is dead. No, the CNA is NOT dead, but the way we used to do them is.   
 
Today, we need to be more skillful in our knowledge of marketing and business. We truly become a business consultant with a specialization in marketing. To that end, we must never stop learning. Success is no longer defined as knowing about radio advertising and how to craft appropriate campaigns. We must know how to create relevant, emotionally-driven messages. We must know how to integrate radio with all the other forms of marketing the client is doing. Many of us sell those other forms of marketing: digital services, newspaper, outdoor. We have many ways to increase our clients' businesses.
 
In one of my training sessions we talk about the five passages of a salesperson. We move from "Novices" to "Learners" where we are mostly concerned with small, transactional sales.
 
As we progress, we become "Competents". Here we match our products to a customer's needs.

Progressing further, we become " Professional Resources" and finally, " Customizers".

At these last two levels, we collaborate with our customers resulting in large, complex sales. And, these are the type of sales called for in today's complicated business environment.

As we enter this new decade, evaluate what stage you are in. Are you still selling "spots" or are you creating campaigns? Are you the person your client thinks of when they need marketing advice in any area?  
 
When you become their go-to-person, you are in a position to truly help their business to grow. And that provides the kind of psychic satisfaction that makes it fun to go to work each day.  
 
Use the start of a new decade to increase and hone your professional skills. Being "good" isn't good enough today. We must be exceptional. Read, listen, study. Or, hire us to raise B+ sellers to A+ sellers. At BBI, our goal for this decade is to see radio's share of revenue increase. We will only do that by being better partners, by truly understanding our clients' businesses.
 
2020 can be a great year for radio. It is up to us to make it so. Having worked with so many talented people in our industry, I believe we will!
 
Happy New Year! 
 The Client's Corner  
  
 Nielsen has a new report out that states that adults 18 and older spend just below six hour a week with their TV connected devices.  However, they spend nearly 12 hours a week with radio.
Have you shared this with your clients lately? Yes, people are STILL listening to radio!
                       
 Words to Live By......
  
 
" To become a better salesperson, become a better listener."
                                                                         Matthew Pollard

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 2020 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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