Radio Sales Today

RAB Sales Tips

The Four Ls of Success

We've said it before, and we'll no doubt say it again. RAB members are the absolute best. Your courage to adapt, change and push forward is inspiring to our entire team. The ability to assist you in that process gives us passion and purpose. This is a letter we received recently and there are some golden nugget lessons:

Hey there, Jeff!

My name is Justin Moen. I'm an account executive with NRG Media in Plover, Wisconsin. I've been in radio for 17 years now. I was an on-air announcer for over 15 years before I started with NRG Media in February. My first year has been an enormous success! I've exceeded my budget every month by an average of 266%. And I want to thank you and the rest of the gang at RAB for helping make that a possibility!

The training I received my first month here was a great help, and I've used the tools I've learned from RAB and my co-workers to help get me to where I am today. But I know I have a lot more learning and work to do. You never stop learning no matter how long you've been doing this. You always need to stay ahead of things and pivot in the right direction, and I've already had to do that in my short time as an account executive. There's still so much untapped potential I haven't realized (mainly in digital), but I know that will come in time. I know there will be months where I won't hit my budget, but I also know if I keep doing the right things and taking the right steps, my success will continue.

I remind myself that we sell radio AND digital... which we do. I remind myself that I'm a problem-solver for my clients, getting to their pain... which we do. I also remind myself that I’m a relationship-builder... which we are! The building of relationships is the foundation from which all this begins... and I've done very well at that, even with those who are not clients yet. But they will be someday when the time is right.

In fact, I wanted to share a pic with you. My work here has allowed me to realize a dream I've had since I was 13. I got this '73 Stingray in my hometown of Iola, Wisconsin, at our annual car show. My goal since I was 13 was to get a classic Corvette (early 70s, preferably) before I turned 40. Check, and check... I was able to get it in my own backyard, so to speak. I thought you might enjoy seeing it. Again, thank you so much, Jeff! I enjoy reading your emails every morning — very helpful! I wish you and your family a very merry Christmas & happy new year!! Take care!

Justin Moen

Account Executive

NRG Media, LLC - Wausau / Stevens Point

First and foremost, thank you, and congratulations to Justin on his incredible success and making his dream car become a reality. Justin identifies the four Ls that we can all benefit from:

Learn - Our business is rapidly changing. Learning is the antidote to obsolescence.

Listen - Listening carefully to clients is how we understand their unique challenges. This careful listening allows us to create strategies to help.

Leverage - Once we understand the client, we can leverage the platforms we represent: radio, digital, video, etc., to maximize the return for our clients. We also leverage our relationships with clients to gain access and solve additional problems.

Love - Love what you do. The work we do as marketing professionals can have a profound impact on businesses and communities. That's something to love and something to get you out of bed every morning excited to go to work! Justin's success can be your success. With dedication, purpose, passion and belief, anything is possible for you and for your clients.

Merry Christmas!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB