Tiger Woods will complete the latest chapter in his comeback story at The Masters. Are you a Tiger Woods in the sales pit?
I have written plenty of articles introducing ideas to newer salespeople. This column is for the more experienced salespeople in the building. The ones who have done it the longest and best. Just like the WFAN’s Danny C’– the best in the business. The longer you have sold sports radio, the more times you have failed rather than get the sale.
Tiger may have 82 PGA Tour wins, but he has many more losses. He has played approximately 375 PGA tournaments and lost 78% of the time. He is 82-293. He swings and misses plenty. He has shamed himself publicly like no other professional athlete of our time. He comes back from controversy, surgeries, accidents, drug dependency, coach/caddie changes, and swing modifications. His list of comebacks is impressive.
So, if the GOAT can keep swinging and missing, putting himself out there and showing up, can’t you? Here are some great lessons from Tiger:
#1 Commit to a Goal
Tiger wants to end his career with at least 19 Magor Championships. That’s it. He won’t let anything get in the way – and he has redefined anything.
What is your long-range goal? How much advertising do you want to sell before you consider moving on? Let’s say you make an average of 18% off every sale. How many millions do you need to sell to have enough money to retire? If you sold 10 million dollars in ads in the next seven years, how much of the $1.8 million you earn could you keep and invest and live off the earnings? Figure it out!
Make a plan and stick to it. Make it realistic to your age and market. But do it. The burning desire to hit your goal will carry you through the tough times, and the dollar amount earned will focus on your proposals and your time spent achieving them.
#2 Practice Persistence
How much do you practice and improve your selling skills? When Tiger had injuries and swing changes, he spent countless hours on the practice range honing them.
Can you spend time before 8 am, after 5 pm, or on weekends improving your selling skills? Can you explain your digital package without the digital sales manager to a client? Can you sell against Google and Facebook or with them? Do you have a new approach for car dealers? Are you servicing your agency clients the same way you have for 20 years? Have you been as persistent with new business as possible to get you to your goals?
Stick and stay; it’s bound to pay.
#3 Believe
Learn how to believe in yourself and your business solutions. Learn how your thoughts create your feelings, and your feelings drive your behaviors. Think about being successful, feel the success coming on, and help others achieve that with your station. Sell the things you know to work for clients—a lot. It would be best if you believed in what you are selling and the person doing it. You!
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.
