The Profession of Radio Advertising Sales Course
The Weekly Schedule
The Profession of Radio Advertising Sales is an eight week course involving online and onsite training activities.
Each week begins with a Monday sales meeting hosted online with the instructor. The students will participate in online classes and will be assigned activities to complete before weeks end. Students 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 student and their Sales Manager interact during aspects of the student’s assignments. The Sales Manager receives timely updates via email based on their My Radio School activities.
Each student is assigned a schedule one-on-one with the instructor to answer the student’s questions and to customize the sales training to the student’s particular company and station’s needs.
During Week One of the Profession of Radio Advertising Sales Course, students 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 student’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.
Students will be introduced to the online collaboration features of My Radio School like the online forums and the live webinar classroom. Students will learn how to chat with other students and how to access the instructor for additional personal assistance when needed outside of scheduled class time.
Introduction to Goal Setting
Students 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 are in harmony for their professional life, family life and personal life.
Transforming Sales Goals into Activity Goals
Students will bring their specific sales goals assigned by their Sales Manager to the class. Students will be introduced to specific tactics, that when mastered, will help the student 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
Students will begin the process of 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.
In the class of Prospecting, the students will learn that the art of prospecting for new business is the most fundamental skill of the professional Radio advertising salesperson. This course emphasises that without new prospects, the rest of the selling process cannot continue.
The students will learn how to get started with prospecting and keep prospecting throughout all of 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.
The section on Qualifying Leads is a fundamental course designed to help the salesperson learn how to value their prospecting time and focus on discerning qualified leads that 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 student is responsible for using the training and skills provided to build up a list of forty leads. The student is assigned to present the lead list to their Sales Manager on Thursday for approval. The student 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.