3 Big Tips for the Radio Sales Newbie

My first run at radio sales was a painful experience. At 22 (twenty years ago…ouch), I went to work at a small rock station in Pittsburgh. I worked there for three months and made one sale (actually, I found the prospect, my manager closed the sale). I woke up one morning and told myself I wanted out and that I would never do radio sales again. However, after a few years of college, I gave it another shot. That was 1992.

The second time around was exactly the opposite. I picked up a new client the first week, and success continued throughout my career. What was so different?

1. I had successful mentors: This is huge! The group of stations I walked into were new and only had a couple reps. However, I was fortunate enough to be close with the new manager (he talked me into coming back to radio) and the #1 seller in the building (he knew my Mom). What this meant was that I had the best two people in the building take me under their wings. I would not be here today if it were not from everything I learned from Gary and Joe during those first few months. Bottom line to you - hang with mentors that can help you…not other reps that don’t strive to be super-successful.

2. Don’t wait to be trained: During my first couple weeks on the job, I spent every waking moment outside of work studying video and audio cassettes (does that date me enough?) about radio sales, advertising, and marketing. I watched and listened to them over and over and over again. During my first run at radio sales, I waited to be trained. The second time around, I decided I would work harder training myself than my managers ever could.

3. I embraced technology (as limited as it was). In 1992, there were computers, but they had about as much power as our cell phones now. However, as the technology grew, I found which parts could help me in my sales & marketing career. I spent hours learning how to use a computer, and weekends reading through manuals. First, learning presentation software (”Pagemaker,”  then “PowerPoint”), and later the world of online marketing (www.salesimaging.com). Being ahead of the curve gave me an advantage because my pitches impressed prospects and clients (compared to what else they were seeing) and made them more likely to view me as a professional business person (and not just a package pitcher).

Selling advertising is not an easy gig. But, if you find yourself a mentor (or two), train yourself (harder than they are willing to train you), and stay ahead of the sales/presentation technology curve, you’ll be one that succeeds.

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