john potter vp training radio advertising bureau

www.RAB.com

John PotterVP Training

Radio Advertising Bureau

Holding Them AccountableWithout Driving Them Crazy

Certified Radio Sales Manager

1. Leadership2. Recruiting, Hiring, Firing3. Compensation4. Accountability5. Sales Meetings6. Budgeting7. Pricing8. Training8

What We’ll Cover Today

AREAS OF ACCOUNTABILITY1. Sales Skills2. Product knowledge3. Conceptual ability4. Objective measurement5. When to measure

Sales Skills

Sales SkillsCommunication

Job descriptionWritten expectations

1

Sales Skills

Sales SkillsCommunicationProspecting

Finding prospects?Qualifying?

1

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointments

1

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointmentsInterviewing/listeningSolutions

IntegratedDigitalAlternative Revenue (NTR)

1

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointmentsInterviewing/listeningSolutionsPresentations

Written?Custom?

1

ELEMENTS

1. Advertising objectives2. Competitive situation3. Industry and consumer

research4. Media analysis5. Benefits of advertising on

radio6. Benefits of advertising with

station7. Creative strategy8. Schedule and investment

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointmentsInterviewing/listeningSolutionsPresentationsClosing

1

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointmentsInterviewing/listeningSolutionsPresentationsClosingServicing

Follow-up?Recap?

1

Sales Skills

Sales SkillsCommunicationProspectingTelephoneAppointmentsInterviewing/listeningSolutionsPresentationsClosingServicing

Follow-up?Recap?

1

Product Knowledge

The ProductsYour stationCompetitionAdvertisingMarketing

2

Product Knowledge

Your StationProgramsDemos and PsychographicsRatingsRatesCPP or CPMQualitative researchFunctions of other departmentsSuccess stories (testimonials)Creative copywritingNational advertising/Network advertisingCo-op and other manufacturer fundingComputer systemsTraffic, production and other procedures

2

Product Knowledge

CompetitionOther stations (radio & TV)Other Media

NewspaperCableDigital

WebE-mailMobileSocial

Direct MailOut-of-homeYellow Pages…

2

Product Knowledge

AdvertisingReachFrequencyCreativeConsistency

2

Product Knowledge

MarketingRight productRight priceRight timingAdvertise

2

Conceptual Ability

MATCH NEEDS AND SOLUTIONSAsk the right CNA questionsKnow the elements of a good proposal

ObjectivesAdvantages/disadvantagesConsumer researchAdvertising situationBenefits of broadcastBenefits of stationCreative strategyRecommendation

3

Conceptual Ability

BLEND FACTS AND EMOTIONSPresenting

EngagementAgreement

3

Conceptual Ability

AD CREATIVEKnow what makes an effective commercial

AttentionAwarenessAttitudeAction

3

Objective Measurement4CUSTOMER RELATIONSHIP MANAGEMENT

AccountsAgenciesContactsActivitiesRemindersProposals outstanding75

Activity ExamplesProspecting callsCNA appointmentsPresentationsClosing CallClient service

Objective Measurement

Objective measurementPercent of goalRevenuePercentage over last yearNew business accountsNew business revenueNon Traditional Revenue‐Average number of accounts on airAverage order sizeAverage spot rateAverage rates per daypartPercent of orders in prime and non prime‐Client retentionReceivables within 90 daysNumber of written presentationsNumber of demo spotsAdvertiser successesClosing ratioAmount of Non Traditional Revenue‐Interactive revenue

4

Review

How & When to Measure

Informal• On calls• In office

Formal• One-on-ones• Quarterly

5

Review

ON CALLSSet up one day per month or quarter to rideEstablish guidelines of the day

Prospect (CNA)PresentationClosingClient serviceTop account

DON’T SELLReview immediately after

“What went well?”“What could be improved?”

5

Accountability

IN OFFICECatch people doing something rightPraise in public, reprimand in private

5

Review

FORMAL ONE-ON-ONESEstablish guidelines

Time (15 minutes)Key accountsNew prospectsAnnualsDigitalPending

BrainstormQuestions

5

Review

FORMAL REVIEWSMonthly/QuarterlyObjective evaluationPersonal goals

5

Final Tips

ATTITUDE… leads to altitude

Final Tips

Get an outside view of your staff

www.RAB.com

John Potterjpotter@rab.com

Thank You For Joining Us!

Member Responsemember_responose@rab.com

800-232-3131