Bryson Broadcasting International Newsletter

Raising Radio and TV Revenues Worldwide! 
1 September, 2021


What Do Retailers and Agencies Want From Our Reps?
Eight things they told me

Before I started BBI, I was a market manager for radio stations. One night, I woke up at 3:00 AM with this thought: "What do retailers and agencies want from my salespeople?"
It's a simple question, but probably not one we ask very often. So, I decided to call up some of our best clients and agencies and ask them. Their responses were surprising only because they are so simple, logical and, many times, totally ignored.

Here's what they had to say:

  1. Be interested in their business
  2. Find out their goals before you bring them a campaign
  3. Make the proposal fit what they need to buy not what we need to sell
  4. Make an appointment: don't drop in
  5. Follow up after the sale and schedule
  6. Be pro-active in anticipating their needs
  7. Let them clear copy and hear the ad before it airs
  8. They want a long-lasting relationship

Simple? Yes. Do we do these things? Not as often as we should.

When was the last time you called on a business, pulled out the "package du jour" and tried to sell it to them? That may have been the first time you called on that business, but you were going up and down the street pitching the package. Did the package fit their goals? Maybe, but probably not. Don't clients usually start asking you to modify the package in some way? That's because it's what we need to sell, not what they need to buy.

When you are doing a needs analysis meeting or presenting a solution, do you have an appointment, a time the prospect has set aside to concentrate on what you are showing them? If they won't give you their time, they won't give you their money.

If you want to see your client stare at you open- mouthed, show up the day after a sales and check on the results. Salespeople hide. We don't come back to follow up. We are afraid of knowing.

Today we need to function as idea and solutions people. We need to keep abreast of the business landscape and be pro-active in our interactions with our clients. What holidays are coming? What seasons are changing? What external events are causing business modifications that customers need to know about?

If you have ever aired a commercial that contained errors or mispronunciations, you know WHY it is important that your clients clear their ads BEFORE they run. You never want to hear, "You've got my ad wrong!" You can feel the steam through the telephone.

And lastly, number 8 is why new people need persistence and patience to build a business. Creating long-lasting relationships takes time. You can't rush it, but you can make sure that every interaction you have with a client shows your professionalism and your concern for their business. Take an interest in their business. Know their goals. Bring them solutions.

"It's not about US: It's about THEM"

Higher revenue awaits, for us and for our clients.
The Client's Corner
Bryson Broadcasting International is serving our clients in new ways this year. 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. 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. Finish 2021 with strong momentum and A+ players!
Words to Live By ....

“You’ll never have a product or price advantage again. They can be too easily duplicated. But a strong customer service culture cannot be copied.” – Jerry Fritz
Our New Book is Here: Add this to your library
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 a new world.' How has the sales process changed? How have the needs of the consumers changed, and how can our clients keep up?"
Jay Mitchell, Editor
Small Market Newsletter
Bryson Broadcasting International welcomes three managers from The Original Company. Great to work with you!
JC Tinsley
Welcome to J.C. Tinsley, District Sales Manager for The Original Company
Welcome to Shanon O'Toole Sales Director for The Original Company
Chad
Welcome to Chad Schaefer, District Sales Manager for The Original Company
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 on line 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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