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RAB Research Archive

Under-trained and mismanaged



We talk to lots of advertisers and agencies in formal and informal meetings. It was tough listening to one outspoken advertiser profess: “Radio salespeople are under-trained; mismanaged by people not interested in the local markets or the success of the advertisers.”

We have a lot of work to do as an industry to turn around this advertiser’s perception. Here’s a plan:

  1. Train every salesperson in the consultant style of selling.
  2. Put the client first and good things will come to the salesperson, sales manager, and the station.
  3. Provide superior customer service and follow-up to existing advertisers.
Do you know a radio package seller? A deal-of-the-month peddler? A salesperson or manager more worried about making the month than creating success for advertisers? Help them understand how damaging that can be to your reputation and the image of all radio salespeople. For anyone needing help with customer-centric training, RAB’s online courses provide a foundation to turn around the perception of this advertiser. All training is listed under the training link on rab.com



John Potter, SVP/Professional Development, RAB



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