Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 June, 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"
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
Turning a "No" into a "Yes"
Every time you ask a prospect to buy, one of three things will happen: They will say, "Yes", they will say "No" or they will not do anything (I want to think about it).
   
When they say, "Yes" the pathway is easy: you get their signature, turn in your order and creative request, and then continue to service their needs. And you do the happy dance. 
 
Doing nothing is not as rewarding. But remember the Buy Cycle:
A prospect has a problem
A prospect establishes criteria to solve that problem
They investigate options
They make a decision
They implement the decision
They evaluate the results
 
If, after a few weeks or months, the decision to do nothing has not given them the result they seek, they may become a prospect again. So, don't give up on them entirely.
 
Hearing a "No" is even less fun. BUT, it can lead to a more immediate sale than "doing nothing". How?
 
We need to find out WHY it is a "No".   
 
Here are a couple of phrases that might help you to dig a bit deeper into the decision:
 
"I understand that you've made the decision not to move forward with us at this time. Would you mind sharing with me why you reached that decision?"
 
"Is there anything I could have done differently that would have allowed you to say, 'Yes'?"
 
You can sell a "No" if you find out WHY it is a "No".
 
Many times a "No" results from incomplete or incorrect information we gleaned in the Phase Two needs analysis meeting. We actually begin closing the sale in Phase Two. If you lose a deal, you should conduct a forensic analysis of what happened to result in a "No":
 
Did you have answers to all the topics we must know when we leave a CNA?
Do you know what solving the problems discussed will mean to your client personally? (Level 3)
Do you know all the Aunt Edna's?
Did you establish a budget range?
Did you leave with an agreement that they want to move forward with you, somehow, someway?  
 
 In our next newsletter, we'll look at phrases to use in Phase Two to move the closing process along.
 
To be continued..... 

 The Client's Corner  
  
The Video Advertising Bureau recently found in a new study that 77% of U.S. adults 50 and older feel that they are being overlooked by advertisers. 49% of this group will avoid brands that ignore them. Wow! Younger-targeted advertising is missing inviting some of the 3.2 TRILLION in annual expenditures from this group. That's 41% of the total U.S. spending! Spread the word to your clients: They should not miss out on this lucrative group of consumers.
 Words to Live By......
  
"Treat objections as requests for further information."                                                      Brian Tracy     
                       
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 again for 2019. 
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OAB 2019
 
KOFM and KGWA, Enid, OK celebrate at the OAB convention






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Pat and company at NABEA session in Las Vegas  




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Client dinner NAB 2019
Dinner with clients at NAB