Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 December, 2018


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
Selling Multi-Year Agreements
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Selling Multi-Year Agreements      


I hope by now you have been talking with all your clients about 2019. In fact, I hope you've been doing so for the past two months. I'm sure you've encountered objections to scheduling longer than a few weeks or months:
"I'm not sure radio works. You'll have to prove it to me with this week's schedule."
"I want to test you. I'll agree to three months."
"Business is too uncertain to plan my advertising 12 months in advance."   
Selling long-term advertising has always been a challenge. Clients are hesitant to agree to more than a few weeks or months. And yet, most advertising is about placing our clients' businesses into the file drawers of our listeners' minds. Our clients must be one of the first two or three names that comes to mind when our listeners need their products or services.
We all know it takes time to do this. It takes consistency, repetition and relevance.  Making our clients a house-hold name does not happen in a week, a month or even a few months.  In fact, noted brain researcher Evian Gordon tells us that it takes 1000 repetitions of a message to change a habit.  This equates to 2.8 years if our listeners heard or saw the message one time per day.
Which leads me to believe that we need to rethink how we sell radio, TV or newspaper advertising.  Instead of asking for a few weeks, months or even a year, why not ask for THREE years? FIVE years? To create the most effective campaigns possible for our clients, we need to make sure that the campaigns are LONG ENOUGH to have impact. And "long enough" is not a few weeks or months.
We don't get three or five-year agreements because WE DON'T ASK FOR THEM! We wimp out. We accept the crumbs from the advertising buffet because we don't have the internal fortitude to stand our ground, explain how advertising works, and insist that it be done correctly.  
I introduced this concept to a new group of sellers in October. I received a note from their sales manager last week telling me that one of his sellers had upsold a client 66% monthly and signed him for three years!
I challenge you to try this. Just change the end date on your campaigns.You may be surprised how often your client will say, "Yes".  

 The Client's Corner 

 Joyce McCullough: One of Radio Ink's 30 best radio General Managers 2018!
I have had the privilege of working with Joyce for the past 14 years. She was one of my first clients. It has been a pleasure to see her grow her stations over the years.  
Level Five managers are hard to find. She is one. I have watched her hire good people, give them guidance and let them do their jobs. Not only is she the Publisher of the News Tribune in La Salle,Ilinois, she is also the president of all print and broadcast operations for Miller Group Media. This includes two print products and three radio stations and a translator.  
But, that's not all she does. She oversees the Miller Group Charitable Trust. She serves on the boards of several organizations. She is truly a leader in her cities.
I was so pleased to see her recognized by Radio Ink. She represents the best of radio in small markets. She understands the meaning of "guardians of the airwaves". She uses her stations and newspapers to serve and reflect her community.  
My congratulations to a great manager and a wonderful person!  

 Words to Live By......

  "The best executive is the one who has sense enough to pick good men to do what he wants done, and self-restraint to keep from meddling with them while they do it."  

                                               Theodore Roosevelt                              

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, or call us at 918.747.8774. 
For more information about BBI, click here.
┬ęCopyright 2018 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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