Learning on the job is a big part of the radio training process. I have seen many new sales reps get hired and then sit by themselves and study a radio 101 sales training course. Once they pass that, they start shadowing other employees in the building, watching talk shows, observing what the program director does, and spending time in traffic. Finally, the new person goes on calls with other reps for a week or so and then settles into the regular weekly training sessions that the rest of the sales staff attend.
If you are that newer salesperson in the building, make sure you read this. From here on out, the new salesperson may get additional one-on-one training with the sales manager until the manager gets too busy with calling on their accounts, attending their meetings, and plenty of other things.
So, then what? Well, to me, that new sales rep either continues to learn independently, starts earning money, or leaves.
The learning process a new sales rep goes through really never stops. Radio sales reps are constantly learning about new packages to sell, new software they need to use for orders and production and, of course, digital platforms. So, if learning about new products to sell and how to use the latest Facebook application or Workday program floats your boat, you may want to change careers. It would help if you spent more time learning those applications and then experiencing how to apply that to clients. You may tire of sales and become a corporate trainer for new systems or software and find your calling in another industry, in my opinion. But, if you want to excel at sales and move up to Sales Manager, General Manager, and maybe even Regional Vice President, you better change your tactics at learning and earning.
Try the 3 E’s: Experience, Exposure, and Education.
Leon Purton was a Chief Engineer with the Royal Australian Air Force and wrote about leadership, growth, and personal development and is a good resource. He reminds us that to get ahead in a company, you must remember learners are earners. Purton now works for Northrup Grumman, one of the world’s largest weapons manufacturers and military technology providers. This Fortune 100 company tells employees that they need to spend 70% on experience, 20% on exposure, and 10% on education if they want to get ahead.
Applied to radio, they would say that sales reps should learn by doing. Take on different projects like digital or an NTR event and understand how it works by examining it up close and advocating for your clients. By going through the frustration of learning new systems or sales platforms, you will develop a skill set that will serve you well whenever faced with a new initiative to sell. Once you understand, say, geo fencing, come up with how to propose that to your clients to solve their problems and make them more money. Of course, you will learn by being around others in the office and listening to how they do things, and there will always be formal training in meetings to educate on new procedures and products to sell.
Learn to earn! And, if you aren’t learning or earning, leave.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
