Radio Sales Today

RAB Sales Tips

We do important work

Tomorrow, we host another one of our full-day Sales Essentials workshops. (Last chance to register here). We love these opportunities to engage with sellers — new and not-so-new to sales — as we empower, equip and energize each other.

Because sales, in general, has a negative perception, it's important to be reminded from time to time of the importance of our work. Sales is not about getting or taking; it's about giving. We give our clients our advice, counsel and resources so they can benefit from our expertise and watch their businesses grow and prosper. Yes, there is a financial exchange between us. Too often, we forget they are getting a great deal in return for their investment. This is largely 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 Sales Essentials, 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 begin the week, know that your work is not selling spots, sponsorships and airtime. That may be some of the "what" you sell. Still, the bigger picture, which is helpful to remember, is the impact we can have on our communities, especially now in continuing economic uncertainty.

Our work is important, beneficial and rewarding for all involved. Think about how you and your stations have impacted your local market, and see if that doesn't put you in a mood today that will make you unstoppable. Oh, and join us tomorrow if you can. Sign up here.

Happy Monday!

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

Source: Jeff Schmidt, SVP of Professional Development, RAB