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.

What Drives Your Station?

Every business is reliant on sales, be it manufacturing, importing, distributing, service oriented, a global multinational or the corner grocery store. As challenging as some particular technical occupations may be, even with years of training and knowledge, selling is equally demanding. While a commercial radio salesperson could probably never do the task of a Station Engineer or a Programming Director, it is most likely they couldn't do the job of a salesperson either. Without radio salespeople, those people don't have a job.

Every business is a person-to-person business; regardless of what that business sells.

Companies don't buy advertising campaigns, and audience ratings numbers don't sell airtime - although they may help the buying and selling process. Always remember buying and selling is an emotional process; it is only people that do the buying and the selling. When advertising revenue weakens, every area of the radio station suffers - quotas aren't met, investors lose faith, finances are cut, people are fired, and top air talent looks elsewhere.

Sales are the lifeblood of every commercial radio station. Period.

When airtime orders abound and everybody is working to schedule commercials, produce great creative, achieve strong results for clients, and ultimately keep advertisers satisfied, while dealing with the daily challenges and problems, often the others (those not selling) don't really value the contribution of the salesperson. Sometimes you may even hear people gripe about salespeople.

Go kiss your traffic manager today.

However, as soon as the revenue slows down for even a short time, the radio station begins to suffer the effect. Everyone becomes intensely sensitive of the need for salespeople and winning revenues in order to provide for the company.

The sales department is the locomotive that drives every commercial radio station on the face of the earth - and if you as a sales person are first-class at it, you'll succeed. Many people have risen to CEO of station groups and large networks and mostly because they knew how to drive sales and revenues.

Be proud of your standing as a sales person. Inherently it means you are unique, courageous, creative, and special. You are the driving force of the commercial radio industry, without you we don't eat.

Sell without regret.

Michael Tate

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Sales Training