Radio Sales Today

RAB Sales Tips

Are you inspired and inspiring?

Last week I had the privilege of participating in the RAB's Kellar Radio Talent Institute in Boone, North Carolina. Dan Vallie, founder of Vallie, Richards, Donovan Consulting, created this program 15 years ago. The goal of the program is to inspire new people to have careers in broadcasting. The program partners with universities and broadcasters to inspire the next generation of broadcasters.

Over a dozen broadcasters volunteered to share their experience and advice with the students. To a person, the reason these broadcasters participate is:

There's something so fun and energizing about sharing our passion for the business with new people.

The reasons for their energy and passion can serve as an inspiration to new sellers and veteran sellers on your team. We have a very special industry:

• The impact radio and broadcasters have on the community

• Broadcasters have a passion to make a difference

• We change lives

• We inspire greatness

• We are the great equalizer that gives everyone a voice

For the last 15 years there are some common themes Dan Vallie has shared with the students about success in this business:

• Work hard. Have self-discipline. Practice/rehearse. Care. Be smart. Strive for excellence every day. Now is the time to start thinking and acting like a pro.

• There are a lot of great people in this industry… and a few twits. You should make a conscious decision about which category you want to be in.

• Broadcasting is an art and the best in the business approach it as art, like painting a canvas. Treat it as the art it is. That is what the best in the business do and that is why they are the best in the business.

• Take what you do very seriously, but don't take yourself too seriously.

After spending the week with a group of students who want to be in the business, as well as a group of broadcasters so passionate about this business, it's easy to see why we love what we do. With the massive and rapid change in the media landscape, it would be easy to become disheartened, discouraged or overwhelmed. It's important occasionally to step back from the day-to-day details and reflect on what our core values, our purpose and our passions are.

Looking for two great sales meetings? In the first one, ask your team why they love this business. Their answers will be inspirational. In the second meeting, ask the veterans to share one key piece of advice that helped them get to their level of success. Those lessons will help everyone refocus and learn lessons for success.

If you're interested in learning more about having a National Radio Talent Institute come to your local university and how you might be able to help attract future talent to our industry – visit the National Radio Talent Institute website here.

Jeff Schmidt