Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
1 April, 2021


There Are No Traffic Jams On The Extra Mile
How do we deliver extraordinary service?
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In my work with sales staffs around the world, I have found the old adage "20% of the sales staffs write 80% of the business" to be true. It doesn't vary much station to station.

The "80/20 rule" was first discovered by Vilfredo Pareto in 1906. It's an interesting piece of information, but I am more concerned about WHAT the 20% that write 80% of the business DO to be so successful?

In doing on-the-job research with my clients, I've found that one of the main elements is the ability to provide extraordinary service to their clients. They "go the extra mile". This cuts their attrition rate and helps them to maintain their base.

It's also true that "going the extra mile" can be defined differently by different clients. To understand their definition of great service, we need to ask them. At the time we close the agreement, we need to set the stage for our future interactions. What do they need, and want, from us?

"Mr. Client, I want to take very good care of you. I'm planning on seeing you in person once a month, but that may not be often enough. Would you like me to contact you every two weeks? Once a week?"

Work out what makes your client feel special and cared for.

Next ask, "What is the best way to communicate with you? Do you prefer phone calls, emails, texts?" These should not take the place of in-person visits, but they are great ways to handle the logistics of our business.

Once you've established a time-line for contact, make sure you write it down in your calendars. We get busy, and sometimes we forget.

Next, think about how to "go the extra mile". Be sure to write a thank-you note for the sale. But also send a thank-you note randomly throughout the year. Acknowledge their continuing support.

What else can you do? Know birthdays and special occasions. The cost of a card and a stamp will provide a pleasant surprise for clients.

I have one top biller who sends flowers or a gift basket each month to one of her clients. She picks random times not associated with birthdays. They are a "thank you" for their business.

Another drops by with coffee once in awhile. And, they know how the client likes the coffee. If you have out-of-town clients, or those who are still not doing in-person meetings, send them a coffee gift card with a note that says, "Let's have coffee together next week over Zoom."

Taking a client to lunch is always a good way to get them out of the office and relaxed.

Yes, these "extra mile" items require an investment on our part. But, isn't it worth it to solidify your relationship with your clients? Extraordinary service is never ignored because it's so rare today.

Our clients have been through trying times in the past year, as have we. I believe you will agree that relationships saved us all. Make sure those are stronger than ever moving forward.

Remember, there are NO traffic jams on the extra mile!
The Client's Corner
2021 brings new ways for Bryson Broadcasting International to serve our clients. Virtual sales training and sales meetings are available for your stations! We will customize the materials to meet your individual needs. Once a month, these sessions will be done live with your staff. The Zoom meeting platform allows for interaction and discussion as we teach the materials. It's more important than ever for our sales staffs to have great skills. Good skills are no longer good enough. We can raise the skill set of your staff. Meet the challenge of 2021 with A+ players.
To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at pat@patbryson.com. Make 2021 a banner year!
Words to Live By ......
 “Successful people are always looking for opportunities to help others. Unsuccessful people are always asking, ‘What’s in it for me?‘” Brian Tracy, Author and Motivational Speaker

Our New Book is Here: Add this to your library
What people are saying about this new book:
“Read it! Loved it! We are taking the entire sales staff at our radio stations through a chapter by chapter study starting in January."

Mark Hill
Small business owner at Scrips 911
Ozark, MO
What are people saying about our webinars?
Charly 2
"Thank you Pat for this very informative and enlightening webinar."
Charly Espina Takahama
Pacific Media Group Maui
"Thank you, Pat. It was a great presentation. When I last looked, there were 165 people registered!"
Jayne Hodak Soboleski
Executive Director of Programs
Michigan Association of Broadcasters

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. Our training options include online sessions done live for your staff.

If you would like to discuss your sales training needs, we may be reached at Pat@patbryson.com,

or call us at 918.810.3068. 

For more information about BBI, click here.

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