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.

Cream of the Crop

Elite Radio Salespeople are constantly in demand - in spite of what the economy of the country is doing. The cream of the crop are unique. They are elite Radio Salespeople because they love the burden of doing what they do. In reality great salespeople can be broken into two distinct groups: those who love what they do; and those who are motivated by the desire to be the best at whatever they do. Both types protectively watch over their sales proficiencies and amazingly, most even invest in their own sales training.

They say nothing happens until something is sold. Sure it is cliché, but it does have deep impact, particularly in the development and maintenance of any commercial radio station or network. Winning sales, the cliché says, puts the bricks in the bottom-line. In short, any investment we make in marketing strategies, market research, audience studies, programming formats, and on-air talent. Computers, prospecting lists, contact management software, inventory management software, ergonomic furniture, and aesthetic environments will return very little if the Radio Salesperson presenting our stuff isn't adept at what to say, how to say it, and when to say it.

Each year thousands of books are published focused on the profession of selling - the RAB has over forty industry specific publications available right now. How many have you read in the past year? If you say two or three, you'd better head for the bookstore. How many industry magazines and documents focused on selling do you read each month? If less than one, head for the Internet to find those that apply to you. Do it today. How many newsletters do you receive? If less than three, time to subscribe to more.

Today, most radio stations believe that the quickest way to increase revenue is by taking advertising clients away from the other guys - to fight over the same ever-decreasing piece of meat. Often however the predicament is that during good times, so many radio salespeople became "order takers" and their skills suffered as a result. Today, put into competitive selling circumstances, the best most radio salespeople can do is try to get their own radio stations to lower prices. Radio stations that neglected to keep their sales teams selling skills current are now paying dearly for this error.

There is no easier softer way.

Sales skill-sets have changed in recent times. If the radio sales training program your station or radio network makes available does not help you avert, take action towards, or circumvent the specific objections you get on a daily basis that enter your customers' minds, then you need to get a more up to date training program. There are over two hundred discernible skilled competencies in over thirty distinct areas of selling - like prospecting, presenting, closing, and negotiation. Where do you need to focus specifically?

Salespeople having completed an intensive selling skills training program and then engaging in further continual coaching, show increases in productivity ranging from 35% to 1665%, according to the American Society for Training and Development. Yet, an estimated 70% of radio stations provide no selling skills development at all.

With so many inexpert advertising salespeople taking up space in commercial radio stations, it's of little wonder that as an industry we take only eight percent of the available advertising revenue pie home.

Sales training is relatively easy on the pocket, and yet the return so great (particularly when you consider the alternatives), so much so that it becomes perplexing to conceive of why some radio salespeople and radio stations actually go out of their way to avoid it.

Like any business in any industry that desires to be successful, truly successful, don't we need to stop talking the talk, and start walking the walk?

Sell without regret

Michael Tate

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Sales Training