john potter vp training radio advertising bureau
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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
