Understand Your Clients

Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide!

1 December, 2025

Greetings from BBI: We are rapidly approaching the end of the year. Are you ready for 2026?

What Clients Are Saying About BBI:

"Thanks so much for the insightful presentation to the Alabama Broadcasting Association members. Even with my years in sales, I gained new knowledge and valuable reminders of effective strategies. Understanding the fundamentals of selling broadcast advertising is so important for anyone building their career in this industry."

Terry Barber

Little Engine Broadcasting

A Little About Me

Pat Bryson is an internationally known speaker and trainer specializing in training salespeople and managers. She has consulted stations in the United States, Canada, Australia, Europe and Central Asia. Her career has included on air, salesperson, sales manager and general manager. Since opening BBI, she has travelled extensively and has spoken at most major radio conventions on three continents. Pat is the author of two books, "A Roadmap to Success in High Dollar Broadcast Sales" and "Successful Broadcast Sales: Thriving in Change".

Pat has five times been named one of Radio Ink's Most Influential Women in Radio

Understand Your Clients

Do you REALLY know them?

2026 is upon us in 30 days. Between now and then we have holidays, time off from work, busy schedules. Our clients do too. Plus, for many this is the busiest time of the year in their business.

I hope that you began the process of renewing clients who have campaigns ending Dec 31 weeks ago. But in case you didn't, NOW is the time.

2025 has seen much "noise" and changing circumstances in the big, wide world that may have affected your clients' businesses. Do you know if they did? If so, do you know HOW they were affected?

These pieces of information are vital to our being able to create effective campaigns. We must not sell and forget: we must sell, track and modify as needed to keep our clients' campaigns on pace with changing circumstances.

What has been the major problem your clients have faced this past year? Was it staffing? Was it inflation? Product availability? Each day our clients wake up and try to successfully navigate their ever-changing business landscape. They juggle having the right products at the right time, taking care of customers with skeleton staffs, competing with hundreds of places consumers can buy what they sell and trying to make a profit so they can stay in business.

We need to keep pace with changing circumstances by doing an in-depth client needs analysis BEFORE we come back with a renewal option. What has changed in their business? Where are they now and where do they want to be by Dec 2026? Walk them back through the quarters of 2025. Find out their business trajectory. Ask what they expect from first quarter 2026.

Changes in business can give us opportunities to bring back campaign ideas to fit those changes. Often times, they provide us with an opportunity to bring back campaigns that ask for more money by adding digital, stations, events, sponsorships. Our creative will be on target. Instead of simply asking our clients to renew what they are currently doing, we draw the pattern on our individual clients and then create a "bespoke suit" (campaign) that fits them exactly for the coming year. What fit in 2025 might need to change in 2026.

Questions are the key to creating higher revenue for our clients and for us. Be curious: dig deeply. Sell more!

2026 Is Coming!

I'm always interested in how many stations utilize programming consultants, invest in their technical plant, but do not feed their sales staffs. In today's competitive environment, we need to sharpen the skills of everyone on staff, both the new hires and those who have tenure. Our business has changed. Our clients' businesses have changed. We must be better to continue to thrive and to assist our clients in thriving.

Bryson Broadcasting International serves clients in two ways. In addition to in-person market visits, 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.

We also assist in hiring by interviewing and testing applicants to get you the best clay possible.

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.

To discuss how we may benefit your revenue department, give us a call at 918.810.3068 or email at pat@patbryson.com. Create A+ players in 2026.

Words to Live By ...

"The first step in exceeding your client's expectations is to know those expectations."

Roy Williams

Need a Christmas gift that will keep on giving?

What people are saying about this new book:

"Pat has written a sales book that is not only for all times, it is especially good for THESE times-times of disruption, times of change. The final chapters of her book are no less grounded in practicality and real-world experience, but they offer invaluable insights into, as one of her chapters would have it, 'doing business in an AI world.' Buy the book. Make the commitment. Thank me later."

Jay Mitchell

Editor

Local Radio Newsletter

Buy It Now

New people and a dynamite convention!

BBI welcomes Amelia Chaapel, Account Executive for 7 Mountains Media Elmira NY

Pat and Angie Norman, book winner at the BBI Session at the Ontario Association of Broadcasters convention

Pat and Jody Brooker at Ontario Association of Broadcasters awards ceremony

It was a full house for the BBI session at the OAB. "Becoming The First Choice: Sales Strategies For A Disrupted Market"

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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