Sales Smarts & Digital Dollars with Pat Bryson

98-year-old vaudeville stage? Check. Packed broadcaster convention? Check. One of radio’s most sought-after revenue gurus sharing the mic? Double-check. Strap in, because veteran sales consultant Pat Bryson just dropped a clinic on turning radio stations—and their websites—into relentless revenue engines.

Five Take-Home Truths from Pat Bryson

1. Staffing is still the #1 pain point.
   Most stations lack enough sellers—or the right skill mix—to hit modern revenue goals. Pat starts every engagement by auditing talent, processes, and billing, then adds (or replaces) where needed.
2. Even 20-year veterans need a reset.
   Many long-time account execs can’t tell AQH from cume. Pat forces everyone—rookies and “oldies”—through the same fundamentals before she layers on advanced strategy.
3. Sell solutions, not spots—or pixels.
   Whether it’s a 60-second radio ad, display retargeting, or a station podcast sponsorship, the consultative process is identical: deep needs analysis → multi-platform plan → results tracking.
4. Your website is the closer.
   Radio drives awareness; digital finishes the sale. If your online home is nothing but a “Listen Live” button, you’re sending warm leads into a black hole.
5. Bigger asks = bigger wins.
   Stop letting clients dictate a $200 “budget.” Craft the right schedule—including web placements—and let them remove items if they truly must. Most never do.

Action Steps for Station Owners & Sellers

1. Conduct a "reality audit."
   Review billing history, staff capabilities, and current digital inventory. Patch the holes before you chase new biz.
2. Bundle the website—every single time.
   Managers: require a website line on every proposal. Worst case? The client crosses it off. Best case? You unlock a fresh revenue stream.
3. Upgrade your digital storefront.
   Ensure hours, contact info, and ad packages are accurate and obvious. Missing address = missing check.
4. Educate clients on the five-touch rule.
   Radio + display + socials + email + events beat single-channel plays nine times out of ten.
5. Experiment with AI—but keep human ears on it.
   Use ChatGPT or other tools for a first-draft copy. Test cloned voices in promos. Iterate fast—the tech certainly is.

About Our Guest

Pat Bryson – CEO, Bryson Broadcasting International

• 30+ years of training hundreds of stations worldwide
• Specializes in revenue architecture, sales staffing, and client-centric selling
• Contact: [e-mail] | PatBryson.com

(Warning: she’s known to turn your “I-hate-selling” jocks into quota-crushing believers.)

Connect & Continue the Conversation

• Need help revamping your station website—or launching one that finally pulls its weight?
  Email [e-mail] or book a chat: https://www.skyrocketradio.com/meet-with-jim
• Subscribe to Better Radio Websites wherever you get podcasts. If you’re on YouTube, snag the audio feed for your commute; if you’re audio-only, hit YouTube so we can invade your living room TV.