The Profession of Radio Advertising Sales Course


The Weekly Schedule

The Profession of Radio Advertising Sales is an eight-week course featuring online and onsite training activities.

Each week begins with a Monday sales meeting hosted online with the instructor. The salespeople will participate in online classes and will be assigned activities to complete before week’s end. Salespeople participate in another online class on Friday to review their week’s work and prepare for the next week’s activities.

Throughout the week, the salesperson and their Sales Manager work together on aspects of the salesperson’s assignments. The Sales Manager receives timely updates from the salesperson and the course instructor via email based on their My Radio School activities.

Each salesperson is schedule for a one-on-one each week with the instructor to answer the salesperson’s questions and to customize the sales training to the salesperson’s particular company and station’s needs if necessary.


Weekly Summary

Week One Summary

Classroom Work

  • Orientation
  • Introduction to Goal Setting
  • Transforming Sales Goals into Activity Goals
  • Building the Account List
    • Learning How Your Radio Station Maintains the Master List
    • Building a Diversified Account List from the Most Valuable Categories
    • The Sales Pipeline
  • Prospecting
    • Prospecting by Category
    • Prospecting with LinkedIn and Facebook
    • Prospecting with the Chamber of Commerce
  • Qualifying Leads
    • What is a Lead, a Prospect and a Customer
    • Consequences of Poor or Inadequate Qualifying Skills
    • Research Sources for Prospecting and Qualifying
    • Pre-call Qualifying Research by Category
    • The ABCs of a Qualified Prospect

Sales Work

  • Build an account list of forty leads

Week Two Summary

Classroom Work

  • Appointment Setting
    • Making a professional first impression
    • Developing and Learning a Basic Appointment Setting Script
    • Developing a Value Proposition
    • Techniques for Responding to Objections and Stalls
    • How to Overcome Call Reluctance
  • The Customer Needs Assessment

Sales Work

  • Setting Appointments
  • Dropping and Adding Leads from the Account List

Week Three Summary

Sales Work

  • Setting Appointments
  • Conducting Customer Needs Assessment Interviews
  • Dropping and Adding Leads from the Account List

Week Four Summary

Classroom Work

  • Building a Sales Presentation
    • Methods of Presenting
    • The Flip Chart Notebook
    • Key Sections of a Professional Presentation
  • Building the Advertising Schedule
    • Standard Broadcast Calendar
    • Inventory Pricing
    • Downside of Rotators
    • Accumulated Reach & Frequency
  • Return on Investment
    • Mindshare Equals Market Share
    • Example ROI
    • The Math Behind an Estimated Return on Investment
  • Creating the Sample Commercial
    • Maslow’s Hierarchy of Needs
    • The Four Key Elements of Emotionally Engaging Commercials
    • Selling with Spec Creative on Every Call

Sales Work

  • Setting Appointments
  • Conducting CNAs
  • Dropping and Adding Leads from the Account List

Week Five Summary

Classroom Work

  • Role Playing
  • Presenting the Proposal
    • Pre-presentation Checklist
    • Checking Your Presentation Attitude
    • Grooming Your Professional Appearance
    • Using Voice Inflection
    • Setting Up Your Presentation Materials
    • Involving the Prospect Early
    • Reviewing the Customer Needs Assessment
    • Using the Fact-Bridge-Benefit as a Trial Close
    • Demonstrating the Advertising Schedule
    • Illustrating the Estimated Return on Investment
  • Reaching Agreement
    • Asking for the Order
    • Handling Objections and Concerns
    • Follow Through

Sales Work

  • Setting Appointments
  • Conducting CNAs
  • Dropping and Adding Leads from the Account List

Week Six Summary

Classroom Work

  • The Power of Quality Customer Service

Sales Work

  • Setting Appointments
  • Conducting CNAs
  • Making Sales Presentations
  • Closing Sales
  • Dropping and Adding Leads to the Account List

Week Seven Summary

Classroom Work

  • Referrals and Up Sell Opportunities

Sales Work

  • Setting Appointments
  • Conducting CNAs
  • Making Sales Presentations
  • Closing Sales
  • Dropping and Adding Leads to the Account List
  • Customer Service

Week Eight Summary

Sales Work

  • Setting Appointments
  • Conducting CNAs
  • Making Sales Presentations
  • Closing Sales
  • Dropping and Adding Leads to the Account List
  • Customer Service
  • Asking for Referrals

Classroom Work

  • Graduation!

Detailed Weekly Schedule

Week One


Orientation

Salespeople will meet online as a group with the instructor and tour the virtual campus at My Radio School dot com.

The orientation includes a tour of the salesperson’s personal dashboard where they can access their personal online profile, set their online preferences, check their learning plans, review their progress reports and check their grades.

Salespeople will be introduced to the online collaboration features of My Radio School like the online forums and the live webinar classroom. Salespeople will learn how to chat with other sellers and how to access the instructor for additional personal assistance when needed outside of scheduled class time.

Introduction to Goal Setting

Salespeople will be introduced to the concept of Goal Setting. They will learn the value of setting both short and long-term goals for their professional life, but also the necessity of setting goals that harmonize their personal life, family life and professional life.

Transforming Sales Goals into Activity Goals

Salespeople will bring their specific sales goals assigned by their Sales Manager to the class. The salespeople will be introduced to specific tactics, that when mastered, will help the salesperson to breakdown their assigned sales goal into specific daily, weekly and monthly activity goals, that when successfully executed, will ultimately lead the student to achieving their professional life goals, their family life goals and their personal life goals.

Building The Account List

Salespeople will begin  building their account list. Topics to be covered included:

  • Learning how your Radio station maintains the master account list
  • The need for building a diversified account list from the most valuable categories
  • The sales timeline from first contact to advertising agreement

Prospecting

In the Prospecting class, the salespeople will learn that the art of prospecting for new business is the most fundamental skill of the professional Radio advertising salesperson. This course emphasizes that without new prospects, the rest of the selling process cannot continue.

The salespeople will learn how to begin prospecting and continue prospecting throughout all their activities as a professional Radio advertising salesperson. They will be introduced to different prospecting techniques and prospecting sources.

  • Prospecting by category
  • Prospecting with LinkedIn and Google
  • Prospecting with the Chamber of Commerce

Qualifying Leads

Qualifying Leads is a fundamental course designed to help the salesperson learn to value their prospecting time and focus on discerning qualified leads who have true potential of becoming a customer and avoid wasting time with leads that have no potential.

  • The class defines the difference between a lead, a prospect and a customer
  • The consequences of poor or inadequate qualifying techniques
  • Research sources for initial qualifying and prospecting
  • Pre-call qualifying research by category
  • The ABCs of a Qualified Prospecting

The Weekly Assignment

During the first week of the Profession of Radio Advertising Sales, the salesperson is responsible for using the training and skills to build a list of forty leads. The student is assigned to present the lead list to their Sales Manager on Thursday for approval.  The salesperson is required to bring their approved lead list to the Friday online sales meeting in order to prepare for the next phase of the sales training, appointment setting and Customer Needs Assessment.

Week Two


Appointment Setting

This week in The Profession of Radio Advertising Sales, the salesperson begins learning how to set appointments with the leads established in the prospecting and qualifying sections of training. The goal of appointment setting training is for the salesperson to set a minimum of five appointments during the weeks set aside for conducting a Customer Needs Assessment.

Among the topics to be covered:

  • Making a professional first impression
  • Learning and developing a basic appointment setting script
  • Developing a value proposition
  • Techniques for responding to objections and stalls
  • Basic appointment setting tools
  • How to overcome call reluctance

Each salesperson will spend time role playing over the phone with the instructor the appointment setting skills covered in the training.

The Customer Needs Assessment

In this section, the salesperson learns how to conduct an effective Customer Needs Assessment.

The topics include:

  • Learning the difference between empathy and sympathy
  • Conducting pre-call research
  • How to begin, the first question
  • Getting down to business early
  • The gross margin question
  • Follow up questions

The salesperson will prepare a basic outline of the Customer Needs Assessment outline which they will use in an upcoming Customer Needs Assessment.

The Weekly Assignment

The weekly assignment for each salesperson is to set a minimum of five appointments to be held in weeks set aside on the calendar. The salesperson prepares an outline Customer Needs Assessment (CNA) for each of the five leads to be used in the CNA interviews.

Week Three


Appointment Setting

The salesperson continues to set appointments with the businesses on their lead list. The goal is to set at least five appointments to be conducted during the weeks set aside on the calendar.

Customer Needs Assessment

The salesperson should begin conducting Customer Needs Assessments during the appointments they set with businesses on their lead list.

Weekly Assignment

Week Four


In the online class, the salesperson updates the instructor and the class on the number of appointments set and completed and the number of CNA interviews completed. The salesperson begins the process of learning how to build a professional sales presentation.

Building a Sales Presentation

The salesperson begins learning the process of preparing a sales presentation. The topics include:

  • Methods of presenting
  • The flip chart notebook
  • How many pages should the ideal presentation include
  • The key sections of a professional presentation:
    • Customer Needs Assessment review
    • The proposed commercial script
    • Media strengths, weaknesses and adding Radio
    • The advertising schedule
    • Calculating reach and frequency
    • Developing an estimated Return on Investment

Building the Advertising Schedule

The salesperson will learn the difference between Call to Action advertising and Branding Advertising and when each is appropriate. Some of the topics include:

  • The Standard Broadcast Calendar
  • Time Slots versus Day Parts
  • Pricing structure of different classes of advertising.
  • The downside of rotators
  • Accumulated Reach and Frequency

Return on Investment

The salesperson will learn how to calculate the specific Return on Investment estimate for the prospect. Topics will include:

  • Advertising is not an investment; it is an expense.
  • Mindshare Equals Market Share
  • Example ROI
  • The math behind an estimated Return on Investment

Creating The Sample Commercial

Learning to create emotionally engaging commercials will help a salesperson excel at the Profession of Radio Advertising Sales. The prospect forms a special emotional bond with the commercial. The commercial gives the whole presentation some level of tangibility for the prospect. In this section, the topics include:

  • Maslow’s Hierarchy of Needs
  • The Four Key Elements of Emotionally Engaging Commercials
  • How to Sell with Spec Commercials on Every Call

The assignment for this section is to write and produce the commercial for the upcoming sales presentation.

Weekly Assignment

Build at least one complete sales presentation including the advertising schedule, ROI calculation and a sample commercial.

Week Five

Things should start to come together for the salesperson. They should have set, and possibly completed several CNA interviews and set follow up appointments to return with a sales proposal. In this section, the salesperson learns how to present the sales proposal and reach an agreement. Each salesperson will receive personal one-on-one role playing with the instructor.

Role Playing

In addition to classroom instruction on building the sales presentation, each student will spend time with the instructor practicing presenting their sales presentation.

When ready, the student will then role play the sales presentation for their sales manager and receive a sign off that they are ready to present to the actual prospect.

Presenting the Proposal

In this section, the student will begin the learning process of how to professionally present a sales proposal. Topics include:

  • Creating a Pre-Presentation Checklist
  • Checking Your Presentation Attitude
  • Grooming a Professional Appearance
  • Learning to Use Your Voice Inflection
  • Setting Up Your Presentation Materials
  • Involving the Prospect in the Presentation Early
  • Reviewing the Customer Needs Assessment
  • Using the Fact-Bridge-Benefit as a Trial Close
  • Demonstrating the Advertising Schedule
  • Illustrating the Return on Investment

Reaching Agreement

Reaching agreement, or closing the sale, isn’t possible if the potential for a business relationship wasn’t opened during the process of prospecting, qualifying and Needs Assessment. In this section, the salesperson will learn how to ask for the order and the formula to use when responding to an objection or a stall.

  • Asking for the Order
  • Handling Objections and Concerns
  • Follow Through

Weekly Assignment

Prepare sales presentations for each of the sales presentation appointments that have been set. Each sales presentation should include the advertising schedule, ROI calculation and a sample commercial.


Week Six


Customer Service

In the Radio advertising business, the first few weeks after the new customer begins to advertise are the most critical to establishing a solid business relationship. In those first few weeks, the new customer’s expectations are high. They want to see some new customers from the advertising. Even though they acknowledge that advertising success is based on consistency, they will have a hard time resisting the need for instant gratification. This is when the salesperson should be in contact with the new customer.

In this segment, the student will learn the benefits of quality customer service and the pitfalls of poor customer service. They will learn a minimum of five different customer service activities that build long-lasting business relationships.

Weekly Assignment

Week Seven


Referrals and Up Sell Opportunities

Now that the new salesperson is making some sales, it’s time they learn the power of the referral. Referrals simply convert at a higher percentage than any other new customer acquisition effort. Student in the course will learn at least five different techniques for developing referral business.

Week Eight


Graduation

The new salesperson has completed eight weeks of concentrated sales training in the Profession of Radio Advertising Sales.

In Week Eight, we celebrate the salesperson’s achievements as a professional Radio advertising salesperson. This is the opportunity to review what they’ve learned and measure the economic impact of their accomplishments.

Spike SanteeThe Profession of Advertising Sales Course