Selling Radio Direct with Pat Bryson
Many of us will have already done our revenue projections for the New Year. But, just in case you haven’t, let’s talk about some guidelines for coming up with challenging, but realistic, goals.
You might start with how much you wish to earn next year. The amount you wish to earn, divided by your commission rate, will tell you how much you need to bill. You can divide that by 12 months, and that should give you a minimum revenue target for each month. You should, of course, adjust the months up or down to match seasonal fluctuations.
Now, look at your billing history, by account, by month for the past year. Schedule a meeting with each account to discern whether their spending will be greater or lesser in the coming year. Know who will be back: who will not return. Plan monthly budgets for each account.
What do these figures add up to? What’s the gap between what revenue you know will be back and what you need to bill each month? This “gap” becomes your new business target.
It’s important that we plan our work and work our plan. As they say, “If you don’t know where you are going, any road will get you there.” We need to know where we are going.
Our plan starts and ends with our clients. We need to know their thoughts and desires for their business growth in 2017. Once we know this, we can create campaigns to fuel that growth. And this allows us to fuel OUR growth goals.
There’s still time before we hear the patter of hooves on our rooftops.
Happy planning and happy selling!
About The Author
Pat Bryson is the founder of Bryson Broadcasting International, a consulting firm that works with radio stations around the world to increase revenue by raising the skill level of their sales staffs. Her client list spans from the United States to Canada, Europe and Central Asia.
Pat has spent her entire career creating a culture of over-achievement for her stations. She began her career in radio sales, becoming one of the highest billing sales people in her market. Her career advanced to General Sales Manager, and then to Market Manager. Since starting BBI 7 years ago, she has helped hundreds of radio stations to find, train and grow great quality sales people and managers.
Pat was the recipient of two prestigious educational fellowships from the Educational Foundation of the National Association of Broadcasters: a fellowship to the Executive Development Program and a fellowship to the Broadcast Leadership Training Program.
She publishes the Bryson Broadcasting International Newsletter twice monthly and is a contributor to Valerie Geller’s latest book, Beyond Powerful Radio: A Communicator’s Guide To The Internet Age.