I pay attention anytime a survey comes out about what media salespeople think. The Center for Sales Strategy (CSS) took the time to survey 139 sales managers and 153 salespeople who all had 11 or more years of sales experience in radio, TV, cable, digital, and newspapers. The survey was conducted in October of last year across several different market sizes. The survey results can lead you down some paths that could help you make more money, feel more satisfied in your work and get some help doing it. These are intended to provide management with better insight into resource investment, sales staff direction, and increased revenue for this year.
The study focused on the sales department structure, learning, and development, setting appointments and the sales process, sales enablement, and the media industry’s outlook and culture. You can download a copy of the report if you give them your email here. I surveyed the survey as well and have five takeaways that could make you more money.
WHERE TO WORK?
49% of sales managers want you to be in the office 50% of the time. So, if you have a manager who believes this when they call for two in-office meetings or training sessions per week, don’t get on Zoom. Be there! And go in Friday morning too. Be honest if you have a manager who doesn’t care where you work. Do you get more done at home in private or with peer pressure and energy at the office?
DON’T LET YOURSELF FEEL UNDERAPPRECIATED
If you feel like the 38% of salespeople who report only feeling sometimes valued or never, or you are amongst the 1/3 who feel like your manager only talks to you about your positives because they have to do something about it, suggest to the manager what motivates you to improve and see if that makes a difference. If it is that important to you and you are unhappy, move on. Go down the street. 72% of sales managers think their staff should increase, not decrease.
SEE SOMEBODY
63% of salespeople have between two and five face-to-face meetings with prospects weekly. Sadly, 37% do not. 93% of our managers want to see salespeople have four or more per week. Make it a goal to zoom or see one prospect per day. Does that sound THAT difficult? 80% of the sellers agree that it is much harder to get an appointment in 2022 than in 2017. Give the prospect a written proposal of what you discuss. 75% of your managers think you present too few written proposals weekly. ONE SHEETS and avatars! ! How can a prospect buy what isn’t defined?
KNOW YOUR PACE
Half all salespeople say it takes less than 30 days to find, present and close a prospect. 88% say it takes less than 90 days. The truth is probably in the middle. When you do your pipeline report, remember these stats. Allow a few months for the fruits of your labor.
FOLLOW THE MONEY
The top 3 categories of business being chased are recruitment, home services, and healthcare. DO 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.
