Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

1 July, 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
Turning a "No" into a "Yes" Part Two
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.


Turning a "No" into a "Yes", Part Two

 In our last newsletter, we began studying how to change a "No" into a "Yes".  We have traced the closing process back to Phase Two. We talked about what we need to know when we leave that meeting. The information gleaned there can make or break the Phase Three Ask. (See June 15 newsletter for the topics.) 
 
At the end of the Phase Two needs analysis, you may ask your prospect: "You've given me some great information. Thanks for sharing with me. Based on what you've told me, I have some ideas that I believe can help you to solve problem X. What do you think?  Would you LIKE TO MOVE FORWARD?"
 
If they say, "Yes" you have just begun to close the deal.
 
When you begin the next meeting, the Phase Three Ask, you start it with these questions:
"Has anything changed substantially in your business since our last meeting?"
If not, then the agreements you made in Phase Two (budget, needs and that they want to move forward) should still hold true.
 
Then you might ask, "Is there any reason we can't make a "Yes" or "No" decision today?"
 
Note: If you do not have ALL the decision-makers in the room when you present, you will not close today!
 
If any of you have business that has been pending, pending, pending, it's important you take it to a "No". Either get it on or get it off. TIME KILLS DEALS. The longer it is pending, the less likely you will close it. If it goes too long, you will need to start over. Emotion dissipates. We hang on because we don't have enough other live business to keep us busy. We may become delusional about the possibility of closing a particular piece of business.  
 
When a piece of pending business appears to be "high-centered" try these:
 
"We've been talking together for several months. We've just never seemed to be able to get together on your campaign.  I'm getting the feeling that you aren't really interested in our stations, but that you might be too polite to tell me. Would that be the case?"
 
"I'm surprised you want me to call you back next week (month).  I didn't think you were that impressed with our campaign ideas."
 
"How do you see us moving forward from here?"
 
"When I call you back in _____time, what will need to have changed in your business for us to work together?"
 
When you separate the real from the "wished for", the likely from the "hoped for", you will free yourself to move onto more lucrative business. If your "asks" are on target, if you have the agreements in place in Phase Two before you reach Phase Three, your closing ratio should improve.  
 
If you would like more information on any of these techniques or ideas, they may be found in my book, "A Road Map To Success In High-Dollar Broadcast Sales". It's available on the link above.
 
Happy Selling! 
  

 The Client's Corner  
  
On the subject of the 50+ consumer, Video Advertising Bureau's "The Age of Opportunity" report highlights those categories of business in which older adults spend 40% of the dollars:
Vehicles
Food away from home
Household furnishings and equipment
Entertainment fees and admissions
Alcohol

This group of consumers is too powerful to ignore!

 Words to Live By......
  
                                                   
"Our Greatest Weakness Lies In Giving Up. The Most Certain Way to Succeed Is Always to Try Just One More Time."
                                                      Thomas Edison
                                           
                    
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 for 2019. 
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