Have you ever thought you were ready to become a General Sales Manager? Have you been a GSM or GM in a Top 50 market and want to move to a smaller Midwest city? This is your opportunity.
Recently, I was asked for some referrals on a GSM job opening in a smaller Midwest city. I thought and asked if the employer was looking for a person on the way up in the business or on the way down. I was told they would look at either type. I have worked with both.
On the way up?
These are the people typically promoted to the position out of the sales pit. This manager has the ideals and ambitions to treat the sales staff “the right way.” I was once promoted to a Local Sales Manager role out of sales about 4-5 years into my career and failed.
I treated everybody the same, took over some challenging accounts from reps who needed help, and acted like a bull in a china shop. I didn’t like being responsible for the results of others who didn’t want to change, and the sales staff didn’t like being asked to change. I was complained about to my GSM and owner and put back into sales in 90 days.
On the other hand, I have watched a salesperson promoted to GSM with a limited background in radio sales, and he flourished in the position. He was able to gain trust from less experienced reps and respect the veterans for what they accomplished. He also held their hand into the digital age and either covered for them or looked the other way on specific tasks as long as they hit their goals. He was well-liked and offered a fresh perspective on inventory management and packaging. He could have become a GM but opted to enter into his own business.
If you find yourself having the energy to want to start leading others, and you can come up with advertiser solutions in negotiations, teach others how to sell digital, and hire/retain salespeople, you may be ready for that step up and can become a successful radio sales manager.
On the way down?
I have also worked with former GMs of stations in the same market who moved down to GSM and more experienced GSMs who at one time were selling or managing in a Top 50 market. They bring a plan to the table, and if the staff hasn’t been productive, I think it is a good option.
They instantly relate well to veterans but may struggle with new digital, social or event selling initiatives. I would also make sure they commit to the area or have family close by. Some experienced managers don’t do well in smaller places with fewer resources. Some perform just fine.
So, if you are one of these types of applicants, get in touch with us. Email Jason Barrett.
Be ready to meet revenue goals, emphasizing direct and new direct. Be able to help others sell digital, NTR, and have big account plans. Have sales meeting agendas, be ready to sell your vision to others in the cluster, and be on top of inventory management. Go get it!
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.
