Hi guys!
I've been scouring over this website for three weeks now and it has proven to be so helpful for me, but I'm looking for more personal input. I am new to radio sales and began in a medium sized market, rock format station. It's an independent station and the staff is very small. Beyond the General Manager, I'm the only one out there trying to bring in new business for the station.
I have been successful with making appointments on the phone and getting in the door. I do believe that the best way to approach radio advertising is to listen to the client and identify ways our station could meet their needs.
I have several proposals out there but nothing even remotely close to closing. I am working on a commission based pay only and my personal finances are going to suffer if something doesn't change for me soon.
Ideally, I think this is a career I would be really good at, if nurtured and led in the right direction just a bit. I am completely out in the dark at this point.
Any resource recommendations, books, ideas, etc. would be certainly appreciated.
Thank you so much!
~Toni
Toni,
First, thanks for your kind words about RSC. Glad you've found us.
Second, I'm truly disappointed that your management isn't supporting you during your formative months by providing some sort of base salary, so that you're not stressing over finances while at the same time trying to learn and grow in a new sales position. That's putting an unnecessary stumbling block in front of you and, by extension, the success of the station.
Have you made inquiries (direct or indirect) to learn whether this commission-only structure for beginning salespeople is the standard in your market? I'd be surprised if it were, but after 43 years in the biz I'm still learning. I'd love to have a talk with your manager, especially in view of your expressed desire to be nurtured and led in the right direction.
There are many good books and tapes/CDs available for beginning salespeople, that can teach you step-by-step the things you'll need to know to be successful. Some of the best are free or available at low-cost. You can find them by poking around this "New to Radio Sales" discussion area, but since you've reached out for help, let me direct you to some of the resources I'd recommend:
1. "The Accidental Salesperson" by Chris Lytle. Chris was one of us. He started in radio sales, became a sales manager, then a general manager...and eventually became a respected sales trainer. His book has helped countless new radio advertising salespeople to become successful sooner. A quick check on Amazon just now shows that you can find used copies for under $7 plus shipping.
2. RSC member Chris Rolando, a successful radio station executive, consummate salesperson, and established sales trainer in his own right, has published a series of videos at his You Tube channel, available free. Here's a link to the first video in the series: https://www.youtube.com/watch?v=0axW72sebKY
3. Paul Weyland is another sales trainer who specializes in helping radio salespeople achieve success with local, direct advertisers - like the ones you're calling on. His "Successful Local Broadcast Sales" is one of the best.
4. A more substantial (and expensive) book - quite possibly the most comprehensive book ever written for radio advertising professionals - is Norton E. Warner's "David Can Still Beat Goliath - Radio Advertising Is David's Sling.
I'm sure other members will be glad to share their thoughts with you, too. This is a great and helpful community.
But again, perhaps the first sale you should be going after is a proper compensation plan from your station's owner. They ought to be investing in your success, too.
Toni:
Sometimes this a tough business, but I have been in it for many years. I note that Rod has sent you some things to read, and I have read most of them. Rod might want to talk to my boss, but his ego probably won't help. I hope you will hang in. You sound like a winner.
Bill Wayland
I wrote something but twice is too much.
Bill Wayland
Hello Toni -
I work on straight commission and have done so for 10 years, but I did start in radio sales at another station and spent one year on a draw vs. commission basis. I am rather surprised that a radio station would ask a young advertising sales rep to start out in this business without some form of salary vs commission or draw vs commission income. You see, coming on board a radio station sales staff as a 'Pioneer - Prospector' (always searching for new clients and receiving no existing on-going accounts) is a pretty rough job for an experienced rep, not to mention the challenge it is for a radio sales newbie! I still spend about a quarter of my time in cold-call prospecting, so you will probably never stop prospecting, unless you retire or switch to an office clerk's job. (Remember the old saying about pioneers: you collect most of the arrows!) For example, I did a little bit of research in your geographical area and there is a Classic Rock station called WTPA FM (92.1 FM) that has an opening for a sales rep and offers a salary and commission (perhaps show this WTPA job posting to your current employer and see if they will support you financially like WTPA, at least for 3 - 6 months?)
My first bit of advice to you is going to sound opposite to what you will traditionally hear from others in our business, so answer this question for yourself: WHY ISN'T EVERY BUSINESS IN YOUR LISTENING AREA ADVERTISING ON YOUR 'ROCK' RADIO STATION, ALREADY?! Presumably you work for a perfectly good radio station, with good DJs, good music selection, good sounding radio for 20 - 30 miles in all directions, etc., etc. So, list all of the reasons that EVERYBODY isn't advertising on your danged radio station, already?!
In all seriousness, if you can answer that question then you are at least a third of the way towards making a living income in radio sales!
I could offer more unconventional advice to you, but I'm never sure if anyone ever reads what I have suggested! So, notify all of us why your station doesn't have every business within a 25 mile radius (of your tower) as clients. This is not a trick question, it is the first step on the path to radio sales wisdom. Name no names, just give me a few quick answers why everyone in the county isn't already buying advertising on your Rock radio station.
Think about my question. If you want to hear more of my odd advice, write back on this board and I'll/we'll try to answer your radio sales questions.
I have a few good ideas to answer this question and I'm going to have a more thoughtful reply soon....but, I can't show that ad to the station that I work for...because....that IS the station that I work for. LOL
The reason the station I work for does not have every business within a 25 mile radius is because they may not be familiar with the capability of radio advertising to bring new customers through their doors, nobody has ever talked to them about advertising with our station, or they may prefer other forms of marketing (print, tv, social media) and they just don't know how they can leverage the success of their marketing campaigns by combining those efforts with radio advertising.
I love the power of radio. It allows a client to create an intimate message between them and our audience. With frequency, they can influence someone, with just words, to shop in their stores or eat in their restaurant. I have a background in Human Resources, I went to college for Broadcast Communication and I have 5 years of experience in radio but in promotions and on-air talent. I REALLY want to make a career out of radio sales and I believe I have the gumption for it. I just need to get past the first hurdle...and I will. I appreciate all of the attention and support. :)
Hi Toni -
Your answers are correct, but I was looking for answers that are a little more practical and edgier!
My answers would include the following:
(1) APPROXIMATELY 1 OUT OF 4 BUSINESSES WITHIN YOUR LISTENING AREA ARE NOT REAL PROSPECTS FOR YOUR STATION'S ON-AIR ADVERTISING! Why? Because national statistics seem to show that about 25% of all American businesses are so-called 'Business-to-Business' firms, such as manufacturers, wholesalers, manufacturers' representatives, specialty service firms (that serve businesses and not consumers), real estate appraisers, business accountants, trucking companies, etc. SO, DON'T WASTE YOUR TIME CALLING ON THESE 'BUSINESS-TO-BUSINESS' TYPES OF BUSINESSES - THEY WILL NEVER BUY YOUR RADIO ADVERTISING! CALLING ON THEM IS A GREAT WAY TO WASTE YOUR TIME (AND THEIRS), BECAUSE VERY FEW WILL BUY ADS ON YOUR STATIONS, AS THEY'LL VIEW YOU ADS AS MOSTLY A WASTE OF THEIR MONEY. (Of course, if your favorite aunt owns a wholesale firm and wants to help out her favorite niece, well, more power to you!)
(2) Your station will likely have hundreds of current and recent (within the last year or two) advertising accounts, either 'owned' by your station's current sales reps or 'House Accounts' that are handled by your station's owners or managers. Get a list of these station accounts, if you can ... or if you are informed that this account list is somehow 'secret', then listen to your station frequently and build an alphabetical list of all the advertisers you hear on-air at your station. (Be sure to keep your own account list separately, of course.) DO NOT MAKE SALES CALLS ON CURRENT OR RECENT STATION ADVERTISERS! DON'T WASTE YOUR PRECIOUS TIME AND DON'T ANNOY YOUR FELLOW SALE REPS AND MANAGERS AT YOUR STATION, WHO'LL THINK YOU ARE TRYING TO STEAL THEIR ACCOUNTS! DON'T DO IT!
(3) Talk to a station manager or the company's accountant/bookkeeper/accounts receivable clerk and politely try to find out which of the station's previous advertisers are on your station's slow pay and no pay lists. Find out if these businesses are still in operation and, if so, put them on your personal list of 'Credit Delinquents'. Either avoid these credit 'Bad Boys' (most seem to be male, frankly) all together - like I do - or be aware that any of these accounts you try to sell are going to require time-consuming 'special handling' by you ... and with ALL parties involved. (PERSONAL EXAMPLE: 4 years ago, I tried to sell a used car dealer who was successful, but let us say, rather selfish and amoral. I spent hours trying to bring together - and persuade - my station's owner and managers, plus the used car dealer and his snarky sales manager. Finally, after nearly pulling what remains of my hair out, the car dealer suddenly reversed himself and decided not to advertise with us. After screaming at the station ceiling, I vowed to avoid Credit Jerks from that point forward! Just a little friendly advice from a fool who's been there and done that, Toni!)
(4) Related to #3 above, the only real advantage to working on straight commission is that you get to select your clients. I know this will shock you, but there are a (fortunately) tiny minority of business owners/managers who are just plain a--holes! If you meet with some decision-maker who verbally abuses you, seems to suck all of the oxygen out of the room, and who when you leave the sales meeting you immediately start regretting that you ever decided to work in sales, then just remind yourself: I AM A COMMISSION SALESPERSON AND, LUCKILY, I NEED NEVER CALL ON THAT A--HOLE AGAIN! Unless the Jerk actually buys some advertising from you - in which case you should watch your back every time you deal with Mr. Jerk and his account - I suggest that you never call on Mr. Jerk again. That's exactly what I do and what little commission I might be losing by refusing to go back to see the Mr. Jerks of southwest Wisconsin, I make up in plenty of good nights' sleep!
(5) Finally, remember that about five percent of all businesses you call on are either in deep financial doo-doo or actually circling the drain that will lead into business bankruptcy. That 5% figure isn't just something I made up. As I recall, it's a percentage figure calculated by the federal Small Business Administration. Always keep your 'Sales Spidey-senses' turned on, especially when you walk into a new or unfamiliar business. If the business looks empty or gloomy, if there are few employees around and they don't seem very busy, or if your contact person seems to have loads of time to chit-chat with you - Be Very Careful! Remember, if you sell on commission and one of your accounts can not (or will not) pay their advertising bills from your station, you will have worked for free (after your station docks your pay for any account commissions they have paid you). IF YOUR 'SALES SPIDEY-SENSE' SETS OFF YOUR INTERNAL ALARM ABOUT YOUR PROSPECT'S BUSINESS' "HEALTH", AND THE PROSPECT TELLS YOU THAT THEY HAVE NO MONEY FOR MORE ADVERTISING (OR WORDS TO THAT EFFECT), YOU WOULD BE SMART TO MAKE LITTLE FURTHER EFFORT TO PERSUADE THEM TO ADVERTISE ON YOUR STATION. JUST THANK THEM FOR THEIR TIME AND WAIT SIX MONTHS OR A YEAR, BEFORE CALLING ON THEM AGAIN. (Financial circumstances may have changed for the better for your prospect, after a few months or a year. Who can know for sure?)
To summarize, you can save your time, motivation, expense and energy by avoiding these categories of prospects: business-to-business firms, businesses that are already accounts with your managers and fellow sales reps, and your station's previous Credit 'Bad Boys'. JUST FROM THE FIRST THREE CATEGORIES ABOVE, YOU WILL PROBABLY BE ABLE TO SAVE THE TIME, EXPENSE AND ENERGY OF CALLING ON ABOUT 40% OF ALL OF THE BUSINESSES IN YOUR LISTENING AREA. MOST OF THESE ACCOUNTS WILL NEVER PAY OFF IN SUFFICIENT COMMISSIONS, SO SKIP THEM ALL! The last two categories of prospects (actually, termed 'suspects' in sales lingo) can NOT be pre-screened by you, of course. But, I'm suggesting that over time, my advice can save you many wasted and unpleasant hours trying to sell to these unlikely and unpleasant sale 'suspects'. YOU HAVE JUST INCREASED YOUR CHANCE OF EARNING A SIGNIFICANT AMOUNT OF ADVERTISING SALES COMMISSION BY AT LEAST 40%!
My next 'odd' - but important - radio sales question for you is this: WHAT ARE SEVERAL OF THE CHARACTERISTICS OF MOST OF THE PEOPLE WHO USUALLY ENJOY LISTENING TO YOUR RADIO STATION? (Characteristics such as age, race, gender, income, geographical location, etc.) CONVERSELY, WHAT ARE SEVERAL OF THE CHARACTERISTICS OF MOST OF THE THE PEOPLE WHO USUALLY DISLIKE LISTENING TO YOUR RADIO STATION?
SO, TONI, I'VE ALREADY SUGGESTED HOW YOU CAN BE 40+% MORE PRODUCTIVE AS A RADIO ADVERTISING SALES REP ... HOW WOULD YOU LIKE TO BE 10 - 20% MORE PRODUCTIVE? Just provide thorough and thoughtful answers to my last two questions.
I like your approach. Whoever you work for, they are very lucky to have someone like you. You'd also make a great mentor.
Our station doesn't subscribe to the rating but we work with major agencies and businesses that do and see value in our station. Our station has been in this market for 30+ years. We have a very loyal audience in the 18-59 age range with a leaning towards male. We broadcast out of Harrisburg,PA, our geographical broadcast area extends roughly 30 miles in all directions. Because we are a classic rock/modern rock station, I am certain that pre-teen/teenage girls are our fewest demographic and probably female 65+. I am confident in saying that our audience is heavily male 18-59.
Hi Toni -
Thank you for your compliments, I just wish my station owner believed that!
I generally agree with your assessment of your station's audience demographics, especially if your format is a mix of classic and modern rock music....
Your answer about Classic and Modern Rock station demographics is essentially correct, but where do you go from there?
(1) You will soon discover that the sweetest words a radio sales rep will hear at the beginning of a sales call on a new prospect (the business' decision-maker, of course) are these: "Yeah, I know who WTAP radio is ... I often listen to you guys!" When I hear a prospect say these words (or words to that effect) about my own radio station, I just smile broadly, because I know that my prospect and I are about to have a pleasant conversation. Furthermore, my experience has taught me that about half of the decision-makers who listen to my station will purchase advertising on my station! (You know, I like those odds!)
(2) You should take a few minute and brainstorm for answers to my next 'odd' questions: (a) If your station's biggest audience is 'men age 18 - 49 years old', what types of business prospects would find these listeners to be the perfect audience for their advertising? (A CHEAT FROM ME: If your list of great business prospects for WTPA Radio includes motorcycle/atv dealers and men's clothing stores , then your first list is definitely off to a good start!); and (b) If your station's biggest audience is 'men age 18 - 49 years old', what types of business prospects would find these listeners to be the poorest audience for their advertising? (A CHEAT FROM ME: If your list of poor business prospects for WTPA Radio includes bridal shops and nail salons , then your second list is definitely off to a good start.)
(3) Take the first list of Great Prospects from the previous paragraph and caption the page, 'Great Prospect Types for WTPA'. Then, take the second list of Poor Prospects from the previous paragraph and caption the page, 'Poor Prospect Types for WTPA'.
(4) Take the list of 'Great Prospect Types' and write on top: Do First!. Then, take the list of 'Poor Prospect Types' and write on top: Do Last! TAKE THE LIST OF 'GREAT PROSPECTS' AND HIGHLIGHT ALL OF THESE CATEGORIES IN A PHONE BOOK'S YELLOW PAGES - AND KEEP IT IN YOUR CAR! THEN, TAKE THE LIST OF 'POOR PROSPECTS' AND MARK ALL OF THESE CATEGORIES IN THE SAME YELLOW PAGES. FINALLY, LEAVE ALL OF THE OTHER BUSINESS CATEGORIES UNMARKED.
(5) Next, compare your 'Great Prospects' list in the Yellow Pages against your previous lists of 'CURRENT AND RECENT STATION ACCOUNTS' and 'CREDIT BAD BOYS', then delete all of these nearly impossible prospects out of your Yellow Pages - and don't bother calling on them!
USING ALL OF THE EXERCISES I'VE SUGGESTED TO YOU, TONI, YOU WILL HAVE REDUCED YOUR POTENTIAL PROSPECT LIST BY AT LEAST 50%. OR, TO PUT IT ANOTHER WAY, YOU WILL NOW BE 50% MORE EFFICIENT AND EFFECTIVE AS A RADIO ADVERTISING SALES REPRESENTATIVE. YOU WILL NOW HAVE A MUCH EASIER TIME FINDING GOOD PROSPECTS, AND MAKING PROFITABLE SALES ... AND LIVING ON A STRAIGHT COMMISSION INCOME! GOOD LUCK!
at February 24, 2024 7:27 PM PST
