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John Potter VP Training Radio Advertising Bureau

Holding Them Accountable Without Driving Them Crazy. John Potter VP Training Radio Advertising Bureau. 8. Certified Radio Sales Manager. Leadership Recruiting, Hiring, Firing Compensation Accountability Sales Meetings Budgeting Pricing Training. What We’ll Cover Today.

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John Potter VP Training Radio Advertising Bureau

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  1. Holding Them Accountable • Without Driving Them Crazy John Potter VP Training Radio Advertising Bureau

  2. 8 Certified Radio Sales Manager • Leadership • Recruiting, Hiring, Firing • Compensation • Accountability • Sales Meetings • Budgeting • Pricing • Training

  3. What We’ll Cover Today AREAS OF ACCOUNTABILITY • Sales Skills • Product knowledge • Conceptual ability • Objective measurement • When to measure

  4. 1 Sales Skills Sales Skills Communication Job description Written expectations

  5. 1 Sales Skills Sales Skills Communication Prospecting Finding prospects? Qualifying?

  6. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments

  7. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments Interviewing/listening Solutions Integrated Digital Alternative Revenue (NTR)

  8. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments Interviewing/listening Solutions Presentations Written? Custom? ELEMENTS • Advertising objectives • Competitive situation • Industry and consumer research • Media analysis • Benefits of advertising on radio • Benefits of advertising with station • Creative strategy • Schedule and investment

  9. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments Interviewing/listening Solutions Presentations Closing

  10. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments Interviewing/listening Solutions Presentations Closing Servicing Follow-up? Recap?

  11. 1 Sales Skills Sales Skills Communication Prospecting Telephone Appointments Interviewing/listening Solutions Presentations Closing Servicing Follow-up? Recap?

  12. 2 Product Knowledge The Products Your station Competition Advertising Marketing

  13. 2 Product Knowledge Your Station Programs Demos and Psychographics Ratings Rates CPP or CPM Qualitative research Functions of other departments Success stories (testimonials) Creative copywriting National advertising/Network advertising Co-op and other manufacturer funding Computer systems Traffic, production and other procedures

  14. 2 Product Knowledge Competition Other stations (radio & TV) Other Media Newspaper Cable Digital Web E-mail Mobile Social Direct Mail Out-of-home Yellow Pages…

  15. 2 Product Knowledge Advertising Reach Frequency Creative Consistency

  16. 2 Product Knowledge Marketing Right product Right price Right timing Advertise

  17. 3 Conceptual Ability MATCH NEEDS AND SOLUTIONS Ask the right CNA questions Know the elements of a good proposal Objectives Advantages/disadvantages Consumer research Advertising situation Benefits of broadcast Benefits of station Creative strategy Recommendation

  18. 3 Conceptual Ability BLEND FACTS AND EMOTIONS Presenting Engagement Agreement

  19. 3 Conceptual Ability AD CREATIVE Know what makes an effective commercial Attention Awareness Attitude Action

  20. 4 Objective Measurement CUSTOMER RELATIONSHIP MANAGEMENT Accounts Agencies Contacts Activities Reminders Proposals outstanding 75

  21. Activity Examples • Prospecting calls • CNA appointments • Presentations • Closing Call • Client service

  22. 4 Objective Measurement Objective measurement Percent of goal Revenue Percentage over last year New business accounts New business revenue Non‐Traditional Revenue Average number of accounts on air Average order size Average spot rate Average rates per daypart Percent of orders in prime and non‐prime Client retention Receivables within 90 days Number of written presentations Number of demo spots Advertiser successes Closing ratio Amount of Non‐Traditional Revenue Interactive revenue

  23. 5 Review How & When to Measure • Informal • On calls • In office • Formal • One-on-ones • Quarterly

  24. 5 Review ON CALLS Set up one day per month or quarter to ride Establish guidelines of the day Prospect (CNA) Presentation Closing Client service Top account DON’T SELL Review immediately after “What went well?” “What could be improved?”

  25. 5 Accountability IN OFFICE Catch people doing something right Praise in public, reprimand in private

  26. 5 Review FORMAL ONE-ON-ONES Establish guidelines Time (15 minutes) Key accounts New prospects Annuals Digital Pending Brainstorm Questions

  27. 5 Review FORMAL REVIEWS Monthly/Quarterly Objective evaluation Personal goals

  28. Final Tips ATTITUDE … leads to altitude

  29. Final Tips Get an outside view of your staff

  30. Thank You For Joining Us! Member Response • member_responose@rab.com 800-232-3131 John Potter jpotter@rab.com

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