Radio Sales Today

RAB Sales Tips

We do important work

We've mentioned how much we learn from our full-day Sales Essentials class. Our next Sales Essentials is scheduled for September 13. (Click to register) As we head into another week, we wanted to share one of the key takeaways.

Because sales, in general, has a negative perception, it's important to be reminded from time to time of the importance of the work that we do. Sales is not about getting or taking, it's about giving. We give our advice, our counsel and our resources to our clients so that 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 that they are getting a great deal in return for their investment. This is largely why sellers have a difficult time talking about money or asking for it. 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 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 the work you do 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 in these tumultuous times of uncertainty.

The work we do is important, beneficial and rewarding for all involved. Think about all the ways you and your stations have impacted your local market, and see if that doesn't put you in a mood for this Monday that will make you unstoppable.

Make it a great week!

Jeff Schmidt is SVP-Professional Development at the Radio Advertising Bureau. You can reach Jeff at or follow him on social media: Twitter, LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development, RAB