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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! |
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It's All About Long-Term Business! |
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Long-term business is good for us. Long-term business is also good for our clients. If you will take a look at your success letters, I believe you will find that most of them have been written by your annual advertisers. Using radio on a consistent basis has given them results. Radio works!
So, how do we sell more long-term business? Selling long-term business is a change of habit. Nothing else is really required. It is up to us to present 52-week solutions. If we don't ask, we won't get annual business.
In our presentations, we should present weekly schedules on our calendars, with weekly amounts, and then show end-dates representing 13,26 or 52 weeks. This way, our clients see what kind of investment we are asking for on a weekly basis. The amount looks smaller and easier to do.
If our annual presentations contain a "spec" commercial, then they should contain more than one. Think "campaign". We need to show our clients how their advertising will sound throughout the year. Using multiple commercials in our presentations lets them hear how their dollars (Euro) will be spent.
We should approach our relationships with our clients as being "hired" not "flight-bought". Your client wouldn't "hire" someone for three or four weeks. They would expect an employee to be with them longer. They should view us as employees. They are forming a long-term relationship with us. We are there to help them to grow their business, not to sell them a few commercials and run.
How we perform for our clients means keeping our job with them. We should make sure to log ad meetings, copy changes, results' checks and service meetings in our agendas so that we can keep our clients' advertising on target and working for them throughout the year. Remember, they "hired" us!
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| The Client's Corner |
| Recession selling continued:
After September 11, the head of the easyGroup, Stelios Haji-Ionannou, offered this advice to businesses trying to survive the recession. His words are still important today.
1." Be as upbeat as possible, both as a consumer and as a business person. The more we talk about a recession, the more likely it is to become reality. So, try to behave as you would normally.
2. Don't stop advertising. All too often, executives see cutting the advertising budget as the easy option because it can be enacted overnight. But this is the time to capture the hearts and minds of consumers. Robust businesses increase advertising in a recession
3. If you are in a consumer business, try to be as recession-proof as possible. If you offer a product of acceptable quality at a good price, consumers will buy it. They always want to save money, and in a recession, you will pick up business that cascades down from more expensive providers.
4. If you are a small but efficient business, look for the opportunity to leapfrog your larger competitor. The pressure on larger companies is greater because they have higher costs. You should see recession as an opportunity."
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| Words to Live By..... |
"Facing it-always facing it-that's the way to get through. Face it!"
Joseph Conrad | |
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. Pat will also be attending the NAB in Las Vegas 18-23 of April. You may schedule a meeting with her by calling 918.810.3068.
For more information about BBI, click here.
©Copyright 2009 Bryson Broadcasting International
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| A little about me..... |
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Pat Bryson has worked in the radio industry for over 25 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. |
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