The Sizzle of Sales

Once upon a time, I was you. I sat where you sit. Today,
like your parents, I have also often surmised, “I know what you’re thinking.”

And believe it or not, that might be true more often than
you think. So I am going to ask that you clear your mind of any preconceived
notions you may have before you read this.

It’s about sales — radio sales — and why you might want
to consider it when you start thinking about career options. Sales can bring a
lot of satisfaction and fun, as well as the potential for solid earnings as you
build your list of clients.

I spent the first 17 years of my career in radio doing
anything — and everything — except sales. I was never on the air, but I always
felt more aligned with what I perceived to be the more creative side of the
business. Even from the inside, the idea of sales or selling did not appeal to
me. So I went from one “creative” position to another, where the hours were
long and the pay was low, but it afforded a chance to  not only work with air staff and listeners,
but over time, sellers as well — those folks down the hall who were also known
as “account executives.” They were the one who left in the morning and came
back in the evening, spending the bulk of their days out and about, calling on
businesses and agencies.

My first real glimpse at what they did was as the
station’s newly minted marketing director. My role at the station was to
develop materials for sales presentations — things like “Why radio? “Why our station?”
or “Why this opportunity?” I was charged with delivering the “why,” and on
occasion was invited to accompany a rep to present the information to the
client. What a fascinating experience that was! And what an opportunity it was
to learn and engage with so many kinds of businesses. It was through that
“looking glass” that I realized one of the biggest benefits to media and media
sales — the chance to gain insight into how those businesses operated.

There’s nothing better than a piece of fine chocolate — unless
it’s a chance to watch it being made and rolling down an assembly line into
your waiting hand. Or to go backstage with a concert promoter or venue operator
when every footstep echoes throughout the empty arena — the same one where
perhaps you enjoyed a performance last week along with thousands of other
cheering fans.

Of course, there were also tours of a sausage plant and a
mustard factory that were not as enticing — and didn’t smell as good — as a
piece of Esther Price candy. And a nightclub seen in the starkness that comes
with daylight is a totally different picture than the pulsing lights and heart-pounding
music of the previous evening.

But you get the idea. Radio sales is all about marketing.
And it’s about problem solving. You help clients identify a problem or a goal,
and then work with them to devise a solution or a strategy.

Radio’s unique ability to bring “theater of the mind” to
the ears and imaginations of its listeners for every kind of goods and services
imaginable is probably about as creative as it gets. The potential of the rep
to tangibly assist in enhancing and building businesses, in particular direct
and local businesses, and help them grow and thrive, is alive and at work every
day on every Main Street in every community across the country.

And today’s vast array of radio marketing platforms,
whether on air, event, digital, social media, or podcasting, provides enormous
flexibility — and unlimited opportunities — for creating custom-made and
perfect marketing campaign. If you can envision it, you can make it happen, for
your client, for your station, and for your own satisfaction.

Barriers to entry? Not as many as there are in
programming. Most stations are eager to find fresh, new talent, especially
those who understand how to maximize and integrate the benefits of today’s
multiple platforms in a dynamic fashion.

As for fear of rejection, you can probably handle that
better than you think as long as you remember it’s not about you — you are not being rejected. Personal
rejection is when someone doesn’t say yes to you, not your product.

Of course, what sounds like rejection is sometimes really
resistance. And resistance can come in many forms and happen for many reasons.
That’s where you develop and learn to use good listening skills, something that
will also serve you in life in general. In the end, however, there is nothing
like the feel of victory once you have overcome resistance and solved the
problem.

But don’t let me “sell” you on this. Next chance you get,
seek out an account executive or a sales or general manager. Ask them about the
benefits of a career in sales. You might be surprised — and glad you asked!