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(By Pat Bryson) In previous articles, we have discussed selling long-term agreements as a way to increase the effectiveness of our clients’ campaigns. Part of the process of selling long-term is managing our clients' expectations.
(By Pat Bryson) Someone once said, "Sales is the transference of enthusiasm from one person to another." This is true, but it is also true that we must have confidence in the products that we sell, or it becomes difficult to sell them.
(By Pat Bryson) The best salespeople are the best storytellers. We join a long line of people who have been important to their tribes because they passed down the tribe's histories. They told stories of the successes of their ancestors.
(By Pat Bryson) If you've ever been around children between the ages of 3 and 6, you've probably grown to hate hearing the question, "Why?" Children have an innate curiosity about the world and want to know "Why?" about everything.
(By Pat Bryson) I'm on a new soapbox. In the past few months, I've seen several sales "presentations". I put presentations in quotes because what some people call a presentation, I call presenting a package.
(By Pat Bryson) When we talk about how effective radio advertising can be, we need to speak about the "radio recipe." The recipe contains three ingredients, but of this trio, one becomes the most abused when salespeople are forced to become copywriters.
(By Pat Bryson) A few weeks ago, I needed two items that should be available at Best Buy. Even though Best Buy isn't local, they do have a store I can walk into and have customer service answer questions.
(By Pat Bryson) Take five minutes and write down all the facts you know about your stations. You may know so much that you need more than five minutes. Now take five minutes and write down WHY these facts are important to your clients.
(By Pat Bryson) Radio results can be hard to trace because we reach consumers even when they don't know they are being reached. Now, we have factual data that proves that our greatest weakness is really our greatest strength.
(By Pat Bryson) I usually write this type of newsletter in January, as we begin the year, but during the last few weeks I've heard from the salespeople I train that they just "don't have enough time."