Greetings!
I have a background in broadcasting and a little sales but never the two together. I have been contemplating making the career switch (I am currently working in management of student engagement for a university) and want to bring all I can to the profession.
Since I am new to radio sales, I was hoping for some tips on how to best ace the interview and what I need to know going into it in order to succeed- not only in the interview, but in the career. I am a very outgoing and passionate person, I am knowledgeable and in love with every aspect of broadcast journalism, and was once told I could sell ice to an Eskimo (that's a joke...), but I realize that radio sales is a new ball game and I don't want to go into blind; I want to approach it as an adventure where I can soak up a lot of new knowledge and relationships and hopefully provide something of value to someone.
Any advice would be greatly appreciated!
Here's a discussion thread you might like to check out: Going for the interview?
Best wishes to you, and keep us posted, please!
Hi Elizabeth!!!
You can find good background info on radio at http://www.rab.com/whyradio/
Know your product
Use closed questions (the ones that can only be answered with yes or no)
Remenber...you are the expert....
The problem of selling ice to an eskimo......you will only sell him ONCE!!
Best of luck...Go Get them!!!!!
Keep in mind that your success is wholy dependent on your client's success. Selling them something they don't need will ensure a short career for yourself. For the most part, recommending a long term campaign (typically the best way to achieve optimal results), with a great message, and constant service will keep your customers happy and recommending you to their collegues. If you promote yourself in this fashion in the interview, there is no reason why they shouldn't hire you.
In PA, we use "selling dirt to a coal miner."
As for the interview, be like-able. If you are an outgoing person and like to visit with people, let that show in your interview. I like to hire the person with the best overall positive attitude. The rest we can train.
As for when you get the job, get out of the office! You can send out all of the e-mails, faxes, and cold calls you want but if your client can't form a face to face bond with you, you will only get the small stuff.
Happy Selling!
Good for You Elizabeth!
Approach the interview as you would a new client-provide your genuine interest in helping the radio company grow revenue, and bring to the table new promotional or event ideas, your desire to grow long term business, strong community connections, and willingness to take on new projects. Research as much as you can about the radio company you are interviewing for (unless you already know them), what are they currently doing with electronic media, and how can you make yourself relevant by having them add you to the sales team. Flexibility is key!! So many reps I have hired over the years paint a great picture of how they want to be a team player, and engage in all aspects of the job-only months later, cant handle the door to door sales, rejections, the traveling, and working weekend remotes and station events. Discipline in your schedule, handle objectives well and do what you can for research on clients before you walk in the door.
Best of luck to you, hope you get the position.
Nichole Romano
Hello Elizabeth.
You'll ultimately determine that you want to get into radio sales because of the industry's ability to generate results for clients making for successful business relationships and high career satisfaction; increasing your ability to consistently grow your clients' revenue, that of your station(s), ergo, your own income.
You're not going to be selling radio per se; you're going to be selling your prospects on getting excited about the opportunities in this order...
1. in their industry,
2. their marketplace,
3. with their company, and
4. with their ability to grow their business,
5. with your radio station(s)...
6. and with you, making all this happen.
The fact is that most any member of the media can work to varying degrees if it's used right; yet radio has an inherent advantage that it's easier to generate more results than any media.
Why? More than ever, in this hyper-communicated, focus-fractured, attention deficit-disordered world, the success of most advertising is based on
1. What you say (after you hit the client's prospect's hot buttons, validate the emotional hook by presenting the client's proposition in the way a lawyer presents a case - irrefutable evidence)
2. how you say it (devoid of platitudes and generalities that cause mental tune-out, e.g. "the 'friendly, caring professionals', the biggest, the best, in business since 1322 BC, etc.)
3. to whom you're saying it, and
4. how often you say it. Especially, how often you say it.
Remember your times tables? You heard them again and again, and that's why you remember them to this day. That's why radio works best. Your clients can beat any competitor if they continually present the highest ranking proposition in the minds of their prospects.
In your interview, ask the open-ended questions to get the answers you want (also in a note confirming the interview time the day or two prior): "<Interviewer name>, I thank-you and greatly appreciate your taking the time to meet. I'd love to hear where you see the radio industry heading, what you see as the radio industry's needing to do to help get more results for more clients and generate more radio revenue in the process, what your company is doing to get there, what you're looking for in a radio salesperson, and your assessment as to what I need to do to be seriously considered for a sales position at <Name of company>".
The "right" company manager will welcome these questions. The wrong person will feel threatened by them. A simple way to discern those that will offer a supportive and encouraging work environment.
My background was broadcasting and then sales. I brought the two together 5 years ago. You're at an advantage knowing the broadcasting side of things. Your potential employer will want to make sure you are focused on sales though, and not using this as a way to get back into on-air broadcasting.
First, People person, a must for successful sales, so you've got that covered.
Next...What sells? Ideas. If you're creative and can bring new ideas to the clients to show them...."I work for you", you'll be way ahead of the ballgame. Also, successful salesperson will always get a clients financial information to present them a "Return on Investment" plan. Find out their average sale, their gross margin & closing ratio.
You will find you need to be an educator everyday to teach your clients how advertising/marketing works.
You need to be self-motivated. If not, this isn't for you.
You need to handle rejection as you will hear "No" often. It's just the nature of the beast.
If you're up for a challenging job, you'll enjoy being a radio sales representative!
Elizabeth-Anne, congrats on the decision to sell air-time! While an intangible, it is very rewarding.
That said, be yourself at the interview. A good manager will be able to sense a fake. Honesty is the best policy. If you've never sold before, be willing to be trained, and look for a mentor to hld you accountable. While lucrative once you get rolliing, this sales form usually takes, in my experiences, three calls minimum before a schedule is sold. Soak up all the info you can, so you can explain terms like run of schedule, ROI, ratings, co-op, copy, and all other things pertenant to being a marketing rep for the station. Read all you can on seeding an account, researching their industry, the specific business... and by all means, if there isn't a good fit between the station's listeners and the clientele of the business, DON'T FORCE IT! Be sure they have customers who listen, and that you are not offering them spots to run when their customer base is sleeping! Put them first, the money and reputation will follow you.
Thank you, David! I know the coal miners well... I have Pennsylvania blood running through my veins!
Thank you for your advice, Lynn! I look forward to putting it into action.
I worked for a great man once who said he hired energy and taught skills...he never just hired skills without that positive energy. I think that is a great way to approach the hiring and management process and really reflects in your team!
Thank you, Nichole! Research and discipline are certainly things that most people do not apply to their work on a daily basis. Something to always be reminded of!
Wow. Great advice and insight, Andy! I really appreciate you taking the time to lay that out for me. You have a lot of great knowledge and I feel better equipped already!
Look forward to hopefully interacting with you more!
Thank you, Jill! the ROI piece is a great one... I haven't really thought about presenting that to people in such a manner before. Of course you want their advertisements to be worthwhile to business, but that is an excellent way of really explaining and having a visual of how advertising may not only just work, but work really well. Thank you!
That is such great and thoughtful advice, Charlie! Thank you so much. It is much appreciated.
Thank you, Luis!! I appreciate your enthusiasm...that, like sneezes, are always contagious!
Here is a link on how to answer interview questions. It is not designed for any specific business, but generally. What you need to understand is that going into sales means you are working for the advertiser. Your excitement and enthusiasm portrayed is how you can deliver to that advertiser what they need. Your stations and their ancillary products (digital, NTR, etc.) is the vehicle to deliver the results of your advertiser.
https://us-mg6.mail.yahoo.com/neo/launch?retry_ssl=1#1592192667 (I've also attached it as a PDF)
Best of luck to you. I'm sure you will do just fine...
Speaking of selling ice to Eskimos, I am reminded of Gary Larson's tribute...
Two things. First, be yourself in the interview, that way if you get the job, you'll know it's you they want, not some idealized version that you can't live up to everyday. Second, keep your eyes and ears open. You also need to know who you'd be working with and for, what the company culture is, and whether it'll be a good place for you to work. Radio sales can be rewarding and a lot of fun, if you find the right fit...if not, it can be a real drag! From your brief description, it sounds like you have some qualities that will serve you well. If you're determined to get into the business, odds are good you'll find a way.
How to best ace the interview will depend on the company and interviewer. Some companies have tests to determine your skill sets and personality. Not all tests have the same components.I will list some things that people look for, that comes to mind, but certainly not all that a radio sales rep might be required to have. Math and computer skills are a must, you may be tested on one or both.You might be asked to take a personality test to determine your leadership and detail ability,ego drive,empathy,organization skills and intelligence, maybe more. Dress in business attire,be well groomed, no flashy jewelry, open toe shoes, or heavy make-up. Look the part!! What you should look for:First, a training program,better with a good trainer.Second,a good compensation and benefit scheme.Access to office, and office equipment.The big box radio companies all have most of what I've mentioned. If they throw a phone book at you, and say have at it tiger!!--run!!
Vic
