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.

Week One


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.

Qualifying Leads

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.

Week Two

Appointment Setting

In the second week of The Profession of Radio Advertising Sales, the student begins learning how to set appointments with the leads established in the first week of training. The goal of the second week of training is a minimum of five appointments set for dates in the upcoming weeks to conduct 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 student will spend time role playing over the phone with the instructor the appointment setting skills covered in the training.

The Customer Needs Assessment

In Week Three, the student’s learn 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 student will prepare a basic Customer Needs Assessment outline to be used in an upcoming Customer Needs Assessment.

The Weekly Assignment

The weekly assignment for each student is to set a minimum of five appointments and prepare an outline Customer Needs Assessment for each of the five leads to be used in the designated week of Customer Needs Assessment interviews.

Week Three

Appointment Setting

In Week Three, the students continue their efforts to set appointments with the businesses on their lead list.

Customer Needs Assessment

Students should begin conducting Customer Needs Assessments with appointments they set with businesses on their lead list.

Building a Sales Presentation

In Week Three of the Profession of Advertising Sales Course, the student 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.

The goal for the week is to complete at least one written presentation based on a completed Customer Needs Assessment.

Building the Advertising Schedule

In this section, the student 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 down side of rotators.
  • Accumulated Reach and Frequency

Week Four

By Week Four, the student should have set, and possibly completed a number of appointments for a Customer Needs Assessment interview and now it is time to begin building and presenting a sales proposal.

In Week Four, the student continues the learning process of building a sales presentation by crafting a customized presentation for specific prospects.

Return on Investment

The assignment for Week Four is to complete the specific Return on Investment estimate for the particular 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 Proposal Commercial

Learning to write emotionally engaging creative commercials is the one skill that will help a seller 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. In this section, the topics include:

  • Maslow’s Hierarchy of Needs
  • The Four Key Elements of Emotionally Engaging Commercials

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

Week Five

By Week Five, things should start to come together. The student should have set, and possibly completed a number of Customer Needs Assessment interviews and has set follow up appointments to return with a sales proposal. This week, we start to review the finished products and begin the process of role playing.

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 up during the process of prospecting, qualifying and Needs Assessment.

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

Role Playing

In addition to classroom instruction on building the sales presentation, each student will spend private 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.

Week Six

Week Seven

Week Eight

Spike SanteeThe Profession of Advertising Sales Course