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I am getting anxious about radio sales. Not because of the medium - its strengths of mobility and audience demographics are undeniable. But, there seems to be a growing problem of managers being able to find quality AE’s that are great sellers and great ambassadors for the radio industry.
An area of concern seems to be what young professionals (25-35) are being offered to start a career in radio sales. In the part of the country where I live and have been a DOS (market 170′ish), starting salaries are around 20k. With commissions, a solid seller will make in the 30’s their first year (in the 40’s if they are very good). Sure, a great seller, even in my region, can build their list and make six-figures eventually. But, it seems it’s getting more and more difficult to find quality that is willing to make that sacrifice to get there.
I’ve spoken with several young professionals who have been very open about radio sales as a career. They have said, “why would I take a job like that (stressful & outside sales) in the 30’s, when I can get a non-sales job (in an agency for instance) for the same money.” And if they really want to get into sales, the quality sellers want to get into something where they can make into the 50-80k range (ie: pharmaceuticals) out of the box. They’re not so worried about the potential 100k in five-years, they want the 50k now.
What’s the answer? Is it to pay more up front for potential great sellers? Look at a sports team — they have to pay up front for talent. In most cases (not all, but most), a sports team will pay big for a couple stars, and surround them with the proper support/role players. I know with sales you “pay your own salary.” But, great players don’t sign contracts when all (or half) their income is based on performance up front. They get offered what they (and their employers) feel they will be worth, and then are expected to perform at that level.
If you’re considering a career in radio sales and you know you have the right stuff, what kind of money do you think you should make? How would you want to be fairly paid? If you’re a manager, what are your thoughts? We know there’s a problem…what’s your out-of-the-box possible solution?
I also wonder if anyone out there is changing the dynamics of a radio sales organization? Has anyone out there payed a few great players larger salaries, and then surround them with an assistant-based support staff?
Click the comments link below and share your thoughts.
I often see great tips that apply to radio sales from AllBusiness.com. Here’s one of them for managers:
How do we uncover internal drive? By using one of the most valuable tools as a coach - asking more and better questions. To uncover each person’s internal drive, schedule one to one meetings with each member of your team and invest the time asking questions to uncover what is important to them. Listen to their responses and ask more questions as you uncover what they most want.
Here are some suggested questions you can use during your one to one meetings in order to tap into a person’s internal drive, while uncovering exactly how you can best coach and manage them.
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Flag Week: June 8-14
US Open (Golf) Championship: June 12-15
Cancer Survivors Day: June 1st
Belmont Stakes: June 7th
Race Unity Day: June 8th
Blame Someone Else Day: June 13th
Flag Day: June 14th
Father’s Day: June 15th
Nature Photography Day: June 15th
Baby Boomers Recognition Day: June 21st
National HIV Testing Day: June 27th
Backyard Campout Day: June 28th
If you’re a radio manager, owner, or operator; be sure to take the video tour of Sales Imaging’s new Radio Sales Machine: Supersales Website + eBlaster. If you want to learn more, go to www.salesimaging.com.
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Over 4 million people have taken the CramerSweeney Smart Marketing IQ Test. It consists of 20 fun questions having to do with icon identification, tagline memorization, mascot identification, and audible recognition. 18 out of 20 here. See how you do (and let us know your score in the comments):
Here’s a great starter for 2008 from the folks at justsell.com.
What will be different in your sales world at the end of 2008 from where you are now — beyond your increased production in dollars generated?
But what will get you there? What are your sales resolutions?
Will you and your team prospect more? Establish better personal relationships? Commit to a solid sales process and follow through?
Will you be more attentive, invested and involved in the efforts of your sales team and your current customers?
What’ll be different? What will you deliberately set as your top 3 priorities that’ll help you and your team hit your targets? Three priorities. Any more and it becomes difficult to focus on even one. If you need only two then formally establish two.
Complete them in writing. Absorb them with commitment. Move forward.
Get started by downloading the sales resolutions pdf from justsell.com.Get started by downloading the sales resolutions pdf from justsell.com.
