You are a sales manager. You know the quit rates are coming 30% faster in 2021. Now, one of your top sellers has given you two weeks.
Do you have enough prospects in the funnel? Have you been qualifying new candidates weekly? Or resting on your past hires?
Too late now. You need to make a new hire. Or two. We need to save the radio sales industry!
So, what are you looking for exactly? Do you know? Here are some things to consider when looking for a new salesperson.
First, understand what you want. With an experienced person leaving, what is unique about their accounts on the air? Are they leaving the business, starting their own, or going across the street? What kind of skill does the new person possess vs. what you want them to have? Can you train people skills into this seller, or do they need people skills Day #1? Is it mandatory they have sold media before or just your bias?
Once you know a few of these answers, interviewing and resume reading will be much more effortless. And, to me, you can’t coach being a good person or great storyteller. You can train which business categories will produce the best yields and how to sell your afternoon show.
One of the problems in replacing a seasoned seller is that usually, if they were successful, they were good at many different things. Maybe they were well connected, a good closer, and “got it.” Maybe, you need to look at stealing another rep in the market, a market close by, or approaching a successful salaried extrovert in another industry. That’s where all your networking will pay off at the chamber of commerce or charities. At least, you will know what you are looking for in a replacement. Just decide early on whether you are looking for a squirrel hunter or elephant hunter. Know your lane.
If you need a seller to find prospects and work them through the sale and collection /renewal process, I think you need an experienced person. I have another idea I will present shortly. But, if you insist on replacing the seasoned seller with one perfect person, make sure you find a person with their skill set. So, that probably means some who can think the long term has people skills, credibility, and creativity. And don’t forget to consider your strengths. What made managing that person easy for you? Or others on the staff? Do you do well with discipline but lack creative deal-making skills? Then you better get a person who can think on their feet, and you can keep between the lines.
On the other hand, I would think finding one seasoned rep to replace another high-achieving one is tricky. So, why not hire two?
Find a seller SOMEWHERE who is ready to take on more significant accounts, has 2-3 years of experience and can grow. Then, hire a newbie and ensure they have the “hunting” skills to chase down new business appointments. If they have demonstrated achievement in their career, seem competitive, have a relatively positive attitude, and can juggle a few balls, hire them. Let them work in tandem with the more seasoned seller and give them enough salary to live on for at least six months. Then, move them to their own account list. You can also offer this kind of arrangement for an out-of-market seasoned seller who will love having a bird dog and paperwork champion.
With more support, the proper skills, and talent, maybe we can stop the quitting trend from automating radio sales.
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.
