Bryson Broadcasting International Newsletter
Raising Radio and TV Revenues Worldwide!

15 February   

2020

 

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's In It For Me?
The Client's Corner
Words To Live By...
We Want To Help Your Staff Increase Revenue.
What's In It For Me?
 
Every time we approach a new prospect, or ask an existing client for a renewal, that person is asking himself,
"What's in it for me?" The answer to that question comes down to risk versus reward. Does your client feel that
   giving us money will return his investment?  Is the "reward" perceived as greater than the "risk"?

Our job is to increase the perceived value and to reduce the perceived risk. Note I said, "perceived". The real risk may be much less than the perceived risk.

All sorts of external situations can raise the perception of risk. We cannot control most of these. What we CAN control is our reaction to them.

"People buy emotionally and justify it with logic."  True, true, true. 90% of buying decisions are made emotionally. BUT, we can reduce the perceived risk by adding that little bit of logic to our solutions.

What needs to happen to achieve our clients' goals?  We call this "The Return on Investment Calculation Worksheet".
 
You will need some metrics from your clients. You get these numbers during the customer needs analysis.

              1. What is their average sale?
              2. What is their closing ratio?
              3. How much do they wish to grow their business
                  in the coming year in dollar amount?

Armed with these numbers, we can calculate what needs to happen to achieve their goals.

                                Here's the formula:

Growth objective divided by the average sale equals the
number of new sales needed for the year.
 
The number of new sales needed divided by the closing
  ratio equals the number of new responses needed per
 year.

The number of new responses needed divided by 12 equals the number of responses needed per month.
    
That number divided by the number of days open per month equals the number of responses needed per day.

Do you believe your campaign can ultimately produce those results?  If the answer is, " Yes" then you can present with   full confidence.

Your campaign ideas have made them "want to": your ROI worksheet shows them it's possible. Higher revenue awaits!
 
 The Client's Corner  
  
         Millennials say they can't live without FM Radio.
                                  (Surprised?)
 NuVoodoo Media Services finds that 51% of Millennials say they are addicted to their favorite FM station. Half of Gen Xers and 1/3 of Baby Boomers and Gen Z-ers say the same thing.  27% said the same thing about their favorite AM station.
 Even though smartphones scored higher on the addiction index, (75%) Radio does well. Our personal relationship with listeners bodes well for advertisers. People are listening: advertiser messages will be heard!
                   
 Words to Live By......
  
 
 
"Business people need to understand the psychology of risk more than the mathematics of risk."  
                                               Paul Gibbons 
       
 

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 918.810.3068
For more information about BBI, click here.
┬ęCopyright 2020 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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