Happy Friday, everyone!
Here is this week’s poll question (thanks to one of our newest members, David Baginski of Antigo, WI, for the idea!):
In just a sentence or two, what advice would you give someone who’s applying for a job in radio sales?
Looking forward to reading your answers!
I would tell them to click http://wp.me/p1ss7O-7L
DON'T WAIT! Take initiative now. Jump in and get going. Dive head first into your training. Invite yourself to shadow the other sellers on at least 2 appointments a week (for several weeks). If you wait around on someone to tell you, "it's OK to start selling," you will be disappointed with your ramp up time (and so will your management team.)
Research the station, its format and personnel, events and be persistent in getting the interview. Then match your life story to your research and show the interviewer what you bring to the table and WHY they need you.
Always remember that you are selling ideas and markets, not 'spots'. Those successful in radio sales are really marketers, not salespeople. Ideas energize you, your clients, their businesses. They have real and perceptual value. They make you valuable to your clients. Anyone can sell working the floor at JCPenney. Only those that understand marketing and how to use media will succeed in radio sales. It's a career. Not a job.
"Spots? Spots?? ...Spots are what a dog leaves on your carpet"
I agree we shouldn't be selling spots... but I would want to take it a step further.
We should be selling solutions for the clients problem.
Not enough customers... solution.
Not the right KIND of customers... solution.
If only people knew I had X product... solution
I want people to love me.... eeeer... time to back out slowly
If you are applying for career in Radio marketing ( and yes it is a career)... become a sponge for information from accredited websites, books and state of the industry sites.Try and discover the trends that are influencing radio marketing today. If you have friends that own a business, talk to them about radio and their experience with it. You need to research the company you are applying for in so far as Corporate Structure, definitely make sure you know the call letters, formats and commonly known as info. Learn about the competitive landscape.Remember that you aren't supposed to know the ins and outs of radio sales yet; so don't try and say you do. Do the opposite.
The most key thing to do is make sure that you have your Class A personality face on. Make sure your natural skill sets shine through. A Radio markerting rep with a lackluster personality will fail.
One of the most important things to do is to discuss and ask questions about remuneration ( how much you can potentially earn) . A salesman that can't ask a question(s) about how they are going to survive financially if they get the gig is destined for apparent failure as well. Ask for the JOB!!!!!! Don not leave until you do so!
Have prepared "Questions" that are relevant to the career, job or industry.
You have to have questions. No questions = no apparent sense of why you are applying.
thats the boiled down basics... I'm assuming that everything else is done ... C.V. cover letter, reasons in writing describing why you are the best candidate for the job ect........................ and an appointment.
Best of Luck................... and remember to relax and slow down. Thoughtfulness about a requested answer is a very good trait to have.
unless it's a St. Bernard ... then its an Uber big spot / infomercial.
Commercials... they are commercials.
Patience. Success in radio sales does not happen overnight. Stick it out and really put your all into it. It WILL pay off in more ways than one. Get used to hearing no... but dont accept it.. just keep trying. Persistance pays off. Network as much as possible! Ok so thats more than 1 piece of advice but its what I tell our new hires all the time!
LOL, Joel! The polished shoes... that was the advice my husband received from his father when he graduated from SIU in 1974 and started interviewing for radio sales!
Sales is a individual sport. Find a good mentor,coach, practice and perfect your presentation. All sales jobs come down to 3 things, calls, a good presentation, and a close.The more you do these 3 things the better the chance that you will get better.Easy to write harder to do.
My initial response would be, 'DONT DO IT!!'
I actually enjoy what I do, but it took two years to get used to the ups and downs of this business; and after twenty years of a steady paycheck, life on commission is unique!
You are applying for a job in Radio Sales. Here is what I want to see:
1) Your understanding of what advertising is. Our job in radio programming is to gather a specific audience that would appeal to our advertisers. A sales rep's job is to come up with IDEAS for advertising that will get our audience to go to an advertiser's business.
2) Show your creative thinking. Come in and sell me on you in 30 seconds
3) Show me what you have done that allows you to understand business... particularly street level business
4) Convince me that you have GOALS.. long and short term... good enough goals that they will get you through the hard times.
5) Dress for the job.
6) Do your home work and know about my company before you walk through the door.
7) Understand that we will lose money while you learn the job... so we are paying for your education. Tell me why you are worth the investment.
8) Bring me references from people that can speak to your character.
The world overflows with people who understand advertising, who can critique and discuss and explain it.
But there are precious few who can write ads that actually work.
--Roy H. Williams
Remember what Andy Garcia said to Brad Pitt in Ocean's 11? "Run and Hide!"
If you want a career in radio sales, please believe in our product! Actually had a person sit in my office for an informal interview that said he wished radio wasn't dying. My ears were closed to every word after that!
It's not like working the drive through at Micky D's. Everyone cannot do it.
The applicant must understand that it will take a year to 18 months to really start cranking out the business they want.
