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The challenges we have faced in the past years continue to be faster and more intense than ever before. There is so much "noise" out there that creates uncertainty and sometimes fear in our clients. At the risk of sounding somewhat self-serving, I want to talk with you about the need to train your staff. After all, I am in the sales training and consulting business. In working all over the world, I constantly see the need to hone the skill level of our salespeople. What worked 10 years ago is not as effective today.
I continue to be amazed at how many stations relegate training only to new people. They believe the "old pros" don't need it. They should already know how to sell. I don't think that has ever been the case, but in our new marketing landscape it certainly isn't. Most of us sell more than radio or TV commercials: we sell digital, outdoor, print. Our sales staffs are required to be conversant in all phases of marketing if they are to be guides for our clients.
I am reminded of how many professional athletes, musicians and actors retain coaches and trainers. They understand that, to stay at the top of their game, they MUST constantly receive feedback from a respected source to keep them competitive.
Which brings me to an article I read by Borrell and Associates. Borrell found that advertisers have "more toys in their toy chest" today. They have more ways to spend their money and they are buying "more stuff". 2020 accelerated digital which has continued to climb.
Borrell also found that that local advertisers currently purchase eight types of media advertising in a year. However, they are cutting back the number of companies they work with from five to three. If our reps can't talk advertising on the same level as their clients, they are getting cut.
Borrell also noted that advertisers are turned off by reps who start their sales pitch with how their station delivers more listeners or viewers than anyone else in the market. Advertisers want creative approaches. They want it to be about them!
Our salespeople need to understand all the media options available to be able to explain them to their clients in simple terms. Clients want us to be able to integrate all of their marketing vehicles into a cohesive campaign. They cannot afford to have "silos" in their marketing.
Which brings me to the question, "Have you trained your sales staff today?" Are you equipping them to know how to access, understand and live in their clients' worlds? Are you still selling packages or have you graduated to sophisticated campaigns that include multiple advertising platforms? Are you still putting the responsibility of training on your sales manager? Will your stations be the one advertisers retain as guides in 2026?
When you make the decision to raise the skill set of your sales staff, I would be honored to help. Some of the ways we work are listed below. It all starts with a conversation.
The best way to reach me is either pat@patbryson.com or on my cell phone: 918-810-3068. If I'm out on the street with sellers, leave me a message and I promise to call you back. Will you join me in my mission to make 2026 the year of A+ salespeople?
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