I just started in radio sales, and as I am only 24, I know a lot of potential clients will find it hard to get on board if they think I am too young, or don't have as much experience. When I'm thinking about my key accounts, how can I convince them I am not too young or "youthful" (as my boss puts it) ?
Side note: all the other account managers are much older; I think its some what of an industry standard to go into sales after you go through your first career as that adds life experience. I want to be in sales now. Any tips?
I'm also your age and have found that once people see that you know what you're talking about, they usually drop their reservations about your age. Just stick to how you can benefit them and you'll be golden. There are times when my age works to my advantage, especially with those clients that are marketing to people my age. You can really be the go-to person when it comes to questions about new media, social media, and digital sales. As long a you show them you are professional and that you follow through with them, they won't even question your age. Hope that helps,
Allison
I am assuming that the radio stations you are selling for have been in the business for a while. Use the credibility of your company until you have earned the creds in your own right. You can say something like, "Yes, I may be young in this business, but my company has been successfully growing businesses like yours for many years".
Hi Schenley
I sit in the camp of Lynn...if your radio station has been around a while then that is creditability alone.
One other aspect of your youth is the understanding potentially of "new"media and the importance of understanding how that woks for an advertiser.
While I believe that other media like Facebook and such like is another channel for advertisers to use, you might be able to advise the best way to use both. That may just position you as the expert, something that is vital in this "new economy"
Good luck
Mike
Age is a two edged sword. Youth is inexperience but it is also energy, enthusiasm and innovation. The older salespeople you work with have experience but may not bring the energy, ideas and openmindedness you have. The struggle of managers (I am one) with older salespeople is that they are predisposed - and you probably hear it all the time at your office - about what this or that client will buy, why this or that category just doesn't seem to work for radio, etc.
Your age allows you to ask - out of naivete or curiosity - where and when the others may not. And clients are willing to give you a chance where a more established salesperson may not be given that. Your boss is not entirely correct in saying your age is a liability of some kind. Some accounts work better with female sales people. Some with men. Some work because of something in common like kids in sports, fan-dom for a MLB team, antique cars - who knows! My experience is that age is the last issue clients have with sales people. Some of what you are encountering is that you are a new salesperson to that client (not necessarily to radio sales). Clients almost always 'test' a new salesperson regardless of age or gender - does he get back to me? does he listen and incorporate the ideas I have in what he presents? is he persistent?
Number One Rule for young, just starting out salespeople is: never, ever fake it. If you don't know something, tell the client that that is an excellent question, you are relatively new at radio sales and you don't want to give an inaccurate reply so you are going to find out and let them know the answer. Then do it. Even if you walk out in the parking lot after the appointment, call and get the answer and go right back in with the response. Get back to the client with an answer as quickly as possible - shows you are interested in what they asked and in knowing they get their answer. It also engages them in a learning experience with you. It will build credibility that you are concerned with doing things correctly - not just to get a sale.
Use your age to work for you. Be over the top professional - overdress slightly, written presentations, organized purposeful discussions with clients, bring ideas. It shows you take your job seriously and are building a career - not just punching a clock or going thru the motions. Your older co-workers may tell you you don't need to do all this. They don't. You do. It will pay off big time.
Also - join the local JayCees or volunteer group that has young business people your age. This networking with your age peers will help you.
You will be judges even before you open your mouth. Dress conservitavly. Suit & tie. Conservative hair cut. Hide the "tats". Glasses can help. Don't smoke or drink in front of the clients.
It may sound boring or stiff, but you will be seen as an up and coming executive. Remember, the first thing a salesman sells is himself.
Some of the most successful radio sales people I know were young (early 20's) when they started and had zero experience. They brought a new sense of energy and excitement to the table. Clients liked them and people do business with those they know, like, and trust.
I feel you I am in the same boat. Except I am even younger. I am only 20 and I have had good luck but there have been times where I feel like its hard to keep up with all the other people at the station. If anyone has any advice I'd love feedback e-mail me at [email protected]
As another youngster, my experience is..... this is usually an unspoken objection. It's there. But the prospect doesn't verbalize it because they don't want to be rude. I definitely agree that men/women 35+ have an advantage over the 25 year olds simply because they have the "life experience" card.
But I think that dressing as professionally as possible (out dress the Senior AEs!), showing that you're both knowledgeable and excited about what you're selling (if you sound rehearsed or "salesy".... they're going to pigeonhole you as someone who "couldn't get a real job and is making cold calls for a living)..... you'll make it happen.
I'm young/26 years old and I've played the New Media card before but what I've found is that often validates that ONLY social/online is the way to reach my generation.
I think you need to show you know your business about social/online marketing but also their limitations and prove that Gen Y is STILL using radio in ways that are relevant to TODAY'S technology, in the car, on their smartphones, they follow the station on Facebook/Twitter... they're dialed in..... and all the many ways you can reach them (traditional ads, streaming ads, sponsored Tweets, video pre-roll on the stream and station app which has X # of users, video endorsements housed on the station's website and Facebook page, text-2-win promotions, etc) in a way that's both dynamic and sensational, you'll have their attention.
TOTALLY agree on overdressing slightly and be AMAZING with how you present. Don't make ONE spelling, grammar, or mechanical error in your proposal. Proofread it at least five times! A lot of proposals that hit my desk look like they were written by a sixth grader. Client's are hyper sensitive about their image. If they count on you to provide flawless written proposals or flawless ad creative, how can they count on you to promote their image in a flawless fashion?
Yep! First impressions are EVERYTHING in sales!
