The daily ritual of a radio sales executive and radio sales manager always (or should always) include prospecting. An article I found at about.com touches on some prospecting myths I thought you may want to review.

Myth #1: Prospecting is sales.

This is the number one mistake made by sales reps. Prospecting is a separate function from sales. Just as marketing is distinct from sales but closely linked. Prospecting is simply discarding all the unqualified leads and retaining the “gold”. The job of prospecting is to find qualified leads that may buy your product. Only after this process is complete, should the selling begin.

Myth #2: Prospecting is a numbers game.

The old school of prospecting for business relies on contacting large numbers of cold contacts. However, quality supersedes quantity. You must find prospects that have a propensity and possible motive to buy your product or services.

Myth #3: Scripts are for kids.

Many sales people insist on prospecting without any script. Scripting provides the framework of a successful prospecting campaign. It allows you to test what key benefits and qualifying questions work. The script must be personalized by the individual so the presentation does not sound “canned”.

Myth #4: Prospecting takes time.

Prospecting takes only a few minutes to determine if the lead wants your benefits and can afford your company’s product or service. Don’t waste time on people unmotivated or unable to buy. Remember to focus on the “gold”.

Myth #5: Close them on the appointment.

Far too many sales reps focus on setting the appointment. “Would Friday morning or afternoon, be better for you?” Next week only 20% of appointments show. What went wrong? Prospects will sometimes find it easier to agree to an appointment rather than saying they are not interested. If a prospect is remotely interested, then offer a much subtler approach…send them an information package. This allows you to build interest and turn the lead from warm to hot.

You can find more on prospecting and this article if you click here.

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.

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.

Don’t Dismiss The Number One Selling Skill

According to Bill Truax, prospecting is the least used but most important skill in selling. It isn’t always the easiest or most enjoyable task to perform, but it’s the only technique that actually gets your sales reps in front of potential clients, allowing them to use all of their other skills to close a sale.

Companies spend thousands of dollars on programs to develop better selling skills , but virtually nothing on improving a rep’s ability to prospect successfully,” says Truax, president of Trufield Enterprises in Chagrin Falls, Ohio. “And prospecting is so critical to success.” Read more at managesmarter.com.