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!
We talk a lot about the two worlds that come together when we are in a sales situation. One world is OUR world. This is the world from which our budgets need to be made, our availabilities need to be sold. The second world is the world of our client. Their world consists of all the things they do daily to run their businesses. Perhaps their insurance went up. Maybe someone quit. A new competitor is coming. They are busy people. So, why should they give us their time, let alone their money?
There are six credible ways we can approach prospects to ask for the opportunity to meet with them:
You have a third- party reference. (Very powerful since over 50% of these will close!)
You can solve a problem. (This is why we lead with our .30 second commercial to explain what kinds of problems we have solved for other clients.)
You have a new product, service or offering. (Past experience tells you this prospect might be interested.)
You can provide a creative way to solve their problem or accomplish their goal. (Telling a story about other clients for whom you have solved similar problems will peak their interest.)
You can offer participation in an event or concept. (Again, your research tells you this would be a good fit.)
You can provide a payoff or benefit for them. (A prospect ALWAYS wants to believe this will be true.)
If you approach prospects from the point of view of THEIR world, you will access it much easier. Answer, "Why?" for them.
The Client's Corner
Radio is receiving revived interest from advertisers. Why? Radio reaches masses of consumers, is found everywhere, offers flexibility for advertisers. The "bright, shiny objects" that represent digital have lost some of their luster with the reports of digital fraud. Blue chip brands are committing tens of millions of dollars to radio. Last year's top 20 advertisers represented all kinds of categories: home improvement, grocery, telecommunications, auto and financial services. These companies are using radio to augment and amplify their media mix.
Our challenge is not having enough listeners: it is selling that message to agencies and the advertising community. We need to accept the challenge and become radio's greatest advocates! What have you done recently to spread the good news?
Words to Live By......
"You don't close a sale, you open a relationship if you want to build a long-term, successful enterprise."
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.
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 has been named one of Radio Ink's Most Influential Women in Radio for 2018