If you want to guarantee that you will never be seen as old or outdated in your job, be a change agent for yourself. Lead your career down the path of change. Stay ahead of the game if you never want to go into a client meeting where they know more about what you are selling than you do. By keeping up to date with the latest digital, streaming, or podcasting sales, you will maintain the consultant role you have enjoyed during your over-the-air sales career.
Look at what Jeff Smulyan is doing with Emmis at 76. He is trying to go from owning and operating KPWR, WFAN, and hundreds of stations over the years to 100% out of radio. Many challenges can impact your career significantly if you don’t roll with the punches. Here are but a few below.
YOU WILL AGE OUT
We all know that media, advertising, technology, and consumer preferences change rapidly. If you don’t update your selling skills, you risk becoming outdated and less competitive in the job market. By stagnating, your career growth and management opportunities will diminish. Employers will look for media salespeople who can adapt, bring a fresh perspective, and offer innovation.
YOU COULD BECOME THE AE ASSIGNED TO “THE OLDS”
With everything changing around you, your knowledge and approach may no longer align with demand. So, your boss and clients could see you as less relevant than before. This viewpoint can lead to fewer opportunities to secure valuable deals and partnerships. Your station may be less inclined to put you in front of significant cutting-edge prospects.
PERFORMANCE DECLINE
With streaming and digital sales pressure, failure to adapt can result in reduced earnings. Your sales figures and overall job effectiveness will decline, and that pressure will only increase.
FOMO
With change comes new and exciting career opportunities. You might miss out on growth prospects that require current skills and perspectives by resisting change. You can explore different avenues and expand your horizons by staying open to new challenges.
INDUSTRY SHIFTS AND PREPAREDNESS
If radio moves exclusively to digital and pods and you fail to adapt, you will be on an island. Facing change head-on will make you more resilient in the face of industry challenges and uncertainty.
TAKE THIS JOB AND SHOVE IT?
Refusing to change can lead to job dissatisfaction and frustration. As the radio industry evolves, you may feel stuck or unfulfilled in your role. Staying up-to-date can help reignite your passion and enthusiasm for your work and keep Johnny Paycheck away.
It would be best to embrace change and adaptation to thrive in sports and news radio sales. To remain relevant, competitive, and fulfilled in your career, take it upon yourself to seek growth opportunities, be open to new challenges, and invest in ongoing learning and professional development. By doing so, you position yourself for long-term success.
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.
