We do important work

We frequently mentioned how much we learn from our full-day Radio Sales Essentials class. Our final one for 2023 happened last week. As you begin the week, we wanted to share one of the key takeaways.

Because sales generally have a negative perception, it's essential to be reminded from time to time of the importance of our work. Sales are not about getting or taking, they're about giving. We give our advice, counsel and resources to our clients so they can benefit from our expertise and resources and watch their businesses grow and prosper. Yes, there is a financial exchange between us and the client. Too often, we forget they are getting a great deal in return for their investment. This is primarily why sellers have difficulty discussing or asking for money. They forget what we are giving as a result of the financial exchange.

In Luke Sullivan's book Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, he says, "Advertising is one of the main gears in the machinery of a huge economy, responsible in great part for creating and selling products that contribute to one of the highest standards of living the world's ever seen."

In our Radio Sales Essentials class, I share my version of a "locker-room speech" to the teams I've coached. We are on the frontlines of economic success and prosperity in our markets. Nothing happens until a sale is made. We put buyers and sellers together, and when we do, the magic happens. Jobs are created, companies flourish, people can send their kids to college, etc. Advertising is the fuel that keeps the economic engine running, and we are the people pumping the fuel.

As you head into the week, know that your work is not selling spots, sponsorships and airtime. That may be some of the "what" you sell, but the bigger picture, which is helpful to remember, is the impact we can have on our communities, especially now that we are in rebuilding mode.

Our work is essential, beneficial and rewarding for all involved. This weekend, think about how you and your stations have impacted your local market and see if that doesn't put you in a mood for Monday that will make you unstoppable.

Happy Monday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.