Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 March 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
The Business of the Business
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
The Business of the Business


 

 It's not about US: It's about THEM. We say it. Do we do it?

 

From the beginning of my career in sales, I was always taught to do a customer needs analysis. I have named it "The Phase Two CNA". Many moons ago, the CNA went something like this: Who's your target customer?

                                 How have you advertised?

                                 What's your budget?

 

That was about it. And, that WILL NOT work today. Today we must delve deeply into our client's needs and goals. The CNA form I use has categories of information that we must know when we leave our client's office. It contains questions to get that information. 

 

A good CNA today is a conversation, not an inquisition. We guide that conversation by the questions we ask. It is a true art to be able to ask great questions. A great question might be defined by our client saying, "I've never had anyone ask me that before. It's a good question."

 

I have a rule when doing a CNA: Talk about the business of the business before you talk about the marketing of the business.


 

If you don't have a deep understanding of how your client's business works, how can you develop a campaign to help them achieve their goals and solve their needs?  That's only logical. But, we don't do it. We come in and begin with questions about their marketing. Yes, that's important for us, but the client knows who we are. They know whom we represent. They will lead us to the subject of marketing later in the conversation. I've had clients tell me that they have no doubt we can market their business because now we understand their business!

 

Seek first to understand. Knowledge is the key to unlocking budgets that will allow us to create effective campaigns. I challenge you to try this. You will be amazed!

The Client's Corner

You might want to check out the book, "How Brands Grow-What Marketers Don't Know" by University of South Australia marketing professor Byron Sharp. Among his key tenets: Broad reach can be more productive than surgical targeting. And, due to the churn in consumer base, brands need far-reaching and frequent reach to attract new customers. Sounds like it might be helpful in retaining budgets that might be slipping towards digital instead of "legacy" media!

 Words to Live By......
  
 
"Visualize your end result as having already been accomplished. Let the image of your success play on the  giant screen in full color with surround sound-so real you  can smell and taste it."                                     
                                Jonathan Lockwood Huie
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. Pat will be attending Radiodays Europe 18-20 March. If you would like to set a meeting with her, send us an email.
 
For more information about BBI, click here.
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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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Long-distance learning in Malta so our fearless leader could participate in the sessions. Get well soon and hurry back!