December 16, 2021
BOWLING GREEN STATION SUFFERS DAMAGE
WGGC THANKFUL NO ONE WAS INJURED
Skytower Communications “Goober 95.1” WGGC in Bowling Green, found itself in the path of one of the tornadoes that struck six states over the weekend, killing dozens. WGGC is located on the stretch of the US 31 W Bypass in Bowling Green where a tornado touched down. The station posted photos of a folded antenna, a destroyed sign and damaged offices on its Facebook page Saturday morning. “The radio station took a hit,” the station said, “but there are others who are worse off than we are. Let’s come together during this difficult time and help each other anyway we can.” As of Tuesday, the station was back on-the-air and working to resolve other issues related to the storm damage.
KBA HELPS FELLOW KENTUCKIANS
$25,000 CONTRIBUTION TO TORNADO RELIEF EFFORTS
The Kentucky Broadcasters Association acted quickly this week and contributed $25,000 toward relief efforts on behalf of member radio and television stations. KBA Chairman Tom McMakin said, "Our member stations are working tirelessly to help in every way possible and the Association wanted to also show our support for those in need through the generosity of our members." 100% of the contribution will stay in Kentucky and has been allocated to 3 charitable entities.
STATIONS STEPPING UP TO HELP OUT
Radio and television stations across the Commonwealth have stepped up in a big way this week to raise funds and collect donations for those who have been affected by the weekend tornadoes. The response has been so overwhelming that we could fill this newsletter many times over with amazing stories of generosity by our member stations. Below are just a few examples.
WLEX-TV and University of Kentucky Athletics joined together to host a “Kentucky United Tornado Disaster Relief Telethon" and raised $3,173,735 on Tuesday. The proceeds will go to the American Red Cross to benefit victims of the tornadoes that hit Western Kentucky.
Bristol Broadcasting's Electric 96.9 in Paducah has decided to go on "Repeat for Relief". The stations programming will continue to repeat until $10,000 is raised for the Mayfield-Graves County United Way.
WSON AM & FM in Henderson conducted a Wednesday for West Kentucky Tornado Relief Radiothon yesterday. The radiothon lasted 6 hours and the station raised over $28,000 for tornado victims.
TORNADO RELIEF PSA'S AVAILABLE
KBA asks that you consider aggressively airing the following public service announcements that have been produced to support the Governor's Team Western Kentucky Relief Fund. The goal is simple, to direct your listeners and viewers to KBA.ORG where they can click the red DONATE NOW button which will forward them to the Governor's site.

This campaign is not intended to replace the support that you are already giving to the many credible entities who are raising funds, collecting personal items and supplies for those who have been affected by the storms.

Thank you in advance for all that you are doing as First Informers to lift up our friends and neighbors in need.
REQUIRED MONTHLY TEST POSTPONED
The December RMT scheduled for today has been postponed and rescheduled for next Thursday (12/23/21) at the same time.
LIVES SAVED THANKS TO METEOROLOGIST
MEET WPSD'S TRENT OKERSON
Meet the local news meteorologist whose forecast saved...

When WPSD meteorologist Trent Okerson met his new boss, news director Perry Boxx, for the first time in March 2018, Boxx asked him, "What is your job?" "I forecast the weather," Okerson remembers saying. "No," Boxx said. "We save lives. We track...

Read more
www.poynter.org
FCC ACTIVATES DIRS FOR STORM AREA
DISASTER INFORMATION REPORTING SYSTEM
The Federal Communications Commission (FCC) has activated the Disaster Information Reporting System (DIRS) to receive information on the status of your communications equipment in the affected area. In DIRS, the storm will have the following name: KENTUCKY TORNADOES.

IF YOU DO NOT HAVE COMMUNICATION ASSETS IN THE AFFECTED COUNTIES LISTED BELOW, PLEASE DISREGARD THIS REQUEST.

The area of interest for this activation includes counties in Kentucky:

Breckinridge, Bullitt, Caldwell , Fulton , Graves , Grayson , Hickman, Hopkins , Lyon, Marshall , Meade, Muhlenberg, Ohio, Shelby, Spencer, Taylor, Warren

Click HERE to read more.
STORIES FROM THE PATH OF DESTRUCTION
Reporters and photojournalists share stories from the...

Photojournalist Emily Evans comes from a family of first responders. As she rolled up to a hilltop in Dawson Springs, Kentucky, not long after a swarm of tornadoes killed an estimated 100 people across four states, the Louisville-based WDRB...

Read more
www.poynter.org
JEFF SCHMIDT'S SALES TIP OF THE WEEK


MEASURING WHAT MATTERS
With new sellers, measuring activity is a worthwhile pursuit, but as they grow and improve, the shift from measuring activities to measuring results must occur or you will have a frustrated bunch of sellers. Here are some common things in the sales process that we measure:

  • Dials.  Measuring the dials of an experienced seller is insulting. Do you really care how many times they dialed the phone? I can dial a phone 180 times an hour as long as nobody answers.
  • Diagnostic Appointments.  Would you rather sellers fill up their calendar with cold calls, or do a third of the number of calls but make them smart calls; prepared pre-planned and purposeful calls? They’ll get better results with better planning.
  • Presentations.  Here’s why measuring the number of presentations is silly.  Consider two sellers. One makes 15 presentations asking for $500 orders each time. He closes 20%. Seller number 2 makes 5 presentations, each asking for $50,000 and she too closes 20%. If you’re measuring the number of appointments, seller 1 wins. Seller 1 sold $1,500 with his 15 presentations.  Seller 2 sold $50,000 with her 5 appointments.  So, who’s the real winner?

With experienced sellers, it’s the quality of the appointments more than quantity that matters most.

I was as guilty as any, but as managers when WE have a problem meeting OUR number, we slip into measuring the minutia mode with every seller, regardless of how they’re doing. We think if they make more dials, appointments, and presentations, it will solve OUR problem. A seller whose “vital signs” are good is not your problem. It’s the seller who’s not healthy and not performing based on the vitals who are the problem. Often the solution is VOLUME:  you need more sellers. 

Manager or seller, there are only two ways to grow your billing. Get more from the people on your team/list or get new/additional people on your team/list. Usually, it’s a combination of both.

I believe that sellers want to grow their personal income. Who wouldn’t? I’ve never met a corporate exec who wishes s/he could do less than last year. The good news is these two desires are not conflicting. The more a seller makes, the more she is billing. The focus of the manager should be on helping sellers increase their income, and the rest will take care of itself.

Salespeople by nature are independent types. They want to be left alone to perform their craft. If they are growing, hitting goals, exceeding last year, and getting positive feedback from repeat customers, what more do we really need to look at?

Help your sellers reach THEIR financial goals and have enough sellers on your team; that’s how to exceed your budget. Force high-performing sellers to track things like dials, contacts, appointments, and presentations, and you’ll get made-up numbers. I know I did. Measure the results they are achieving and help them achieve more because they want more, and you’ll have more productive and engaging meetings. You’ll be able to actually coach and help improve performance rather than getting bogged down in measuring the minutia.

Coaching to help improve performance-- isn’t that why we do what we do as managers?
Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn.
KBA NEWSLETTER SPONSORED BY PEM
DATES TO REMEMBER
JANUARY 24, 2022
Virtual Video Streaming Conference

JANUARY 26-27, 2022
Rising Above: Sales & Management Media Summit

SEPTEMBER 25-27, 2022
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