Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 August, 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
What Do You Do?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
What Do You Do?
When someone asks you that question, is your answer, "I sell Radio advertising." "I sell newspaper advertising." "I sell digital advertising."  
 Generally, this answer is enough to have people backing up from you like a plague sighting, especially if we use this description as the opening salvo to trying to book an appointment.
"Hello, my name is Pat and I work for XXXX station. I'd like to come out and learn a little bit about your business."
  You lost them at "Hello".
 Whether in person or on the phone, you just interrupted their day. And, believe me when I say that your prospect did not get up that morning saying to himself, "Gee, I hope a radio/newspaper sales person comes by today." We are the LAST thing on his mind. When we do approach the prospect, we need to answer the BIG question on his mind, "WHY should I give this person my time?"
Our opening lines should give them reasons, and those reasons are housed in what we can do for their business.  
 We don't sell radio advertising. We don't sell newspaper advertising. We don't sell digital. We SOLVE PROBLEMS FOR CLIENTS through the vehicles we represent.  
 When you first approach a prospect, you may not know what particular business problems that person has. But we can make some general assumptions, we can suggest some generic problems, based on what concerns we are hearing from our other clients. Most business people in a common market suffer from the same external influences that affect their businesses positively or negatively. We can use those concerns to entice prospects to give us their time.  
 Here are some of the business problems I'm hearing from most clients today:
1. Shrinking profit margins. The cost of running a business continues to go up. If top-line revenue is not raised, the profit shrinks.
2. Finding good employees.  
3. Dealing with the Internet. How to use it? How to compete against it?
4. Competing with national chains.
5. Environmental problems by region: Floods, fires, price of oil, drought, road construction.
 We develop strategies and campaigns to help our clients to deal with these business concerns. Which of these might our prospects have?
 Chances are, your prospect will experience one or more of these. If they believe you can help them, because you have helped other business people who have had the same concerns, they will give you their time.  
 And, if they won't give you their time, they won't give you their money!
 To see how a .30 second commercial is constructed by using the above ideas, turn to page 28 in my book, " A Road Map To Success in High-Dollar Broadcast Sales."
You don't have my book?  It's available at the right side of the page where it says, "Buy it now". 

 The Client's Corner  
I n April, Touch Canada Broadcasting celebrated its 25th year broadcasting a Christian format in Canada. CJCA AM 930 The Light, Edmonton was instrumental in getting the CRTC to recognize the Christian format as a viable format just as country, rock, oldies, news/talk are formats. Prior to that, it was not legal in Canada to broadcast Christian content.
Since then, Touch Canada Broadcasting has grown by adding 4 more stations across Alberta in Edmonton, Calgary and Red Deer.
I have had the privilege of working with this outstanding group of broadcasters for 10 years. Owned by Chuck Allard, this group of independent broadcasters has shaped the format in Canada. They were the pioneers who paved the way for other Christian Contemporary and Spoken Word formats.
My congratulations to everyone in the organization who have made radio better in Canada. Here's to another 25 years!
 Words to Live By......
"Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service."   
                            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, 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 2019. 
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