Sales Training

This page is a database of articles and downloadable white papers on many different aspects of sales training. You can search for any particular topic (e.g. "cold-calling") by typing it into the search box above the list of contents to the right. If you use the productivity tools in Connect (Calendar, Contacts, Workshop, Dashboard) you can use your dashboard results to see which areas of selling you have the most weak spots and then come to this page to find training resources to help you improve.

Keeping Up Appearances

When times are hard it can be tempting to want to give a lot more to clients to try to attract them to the station. This often means an increase in the number of shows, remotes and other location-based programs. Here are some pointers to keep in mind:

When you're out, you’re on show.
Broadcasting from outside the studio can be great for listeners and clients. But remember, the station is on display as much as it’s there to entertain and draw a crowd.

Your image precedes you.
When your clients and listeners hear you on-air, they build a picture of your station in their minds. This image will, without enormous expense, be difficult to live up to, but make an effort to ensure that all elements about your show — the booth, banners, stickers, staff clothing (on-air and sales), even the technicians — are well turned out and on best behavior.

Your client is king.
Go out of your way to make sure clients have a good time and feel that they’re getting value for money. Ensure that all details about signage, sponsor mentions, product giveaways, etc. are clear well in advance and communicated succinctly to everyone on the team.

Don’t leave your image unattended.
Make sure that there is a competent station representative always on hand wherever there is station property. For example, if a booth must be erected in advance, make sure that whoever is there looking after it, even before the event starts, can answer questions about the station and the event.

A remote is not an event in itself.
Remotes work best when a station adds atmosphere and fun to an existing event. On the other hand, remotes work least well when they are stuck in boring environments for the sake of a client. Be honest with your clients about what will work and what won’t.

Remember the folks at home.
No matter how much fun you’re having at the event, the majority of your listeners won’t be there — they'll be listening from home or in the car as usual. Often, what’s fun live on-site doesn’t translate into what’s fun to listen to.

It's work.
Handling remotes and their sponsors is very hard work. Business always comes first. Whatever you do, don’t see it as an opportunity to “let go.” No matter the behavior of others (including the sponsor), maintain an efficient professionalism at all times. This contrast will be noticed and appreciated.

Matt Hackett, CEO, ARIA Inc.

Sales Training