I never learned how to type in school or college. I hired a professional to type my papers. When I started selling ads, I noticed I had an increasing amount of mail I needed to send to my clients. Something as simple as typing envelopes was not a priority. My station group didn’t have the resources to keep up with me sending out thank yous, order confirmations, and articles of interest to clients. I hired someone to do it out of my pocket. It paid off and taught me the value of focusing my time on the most profitable use.
It wasn’t typing up envelopes.
And I don’t think you are doing yourself any favors if you are a high-achieving salesperson handling your paperwork and other non-sales activities.
Is it time for you to hire a personal assistant? Here are some things to consider about your workload, responsibilities, and other needs.
1. Load Management: Traffic, order input, and answering client inquiries are part of your to-do list. You can regain valuable time for strategic activities that drive revenue by delegating administrative work, appointment scheduling, station paperwork, and CRM entries. Figure out how much time AND energy that is for you.
2. Time Management: An assistant can manage those tasks that are crucial but not directly tied to sealing the deal. With an assistant taking care of follow-up emails, appointment confirmations, and paperwork, you’re free to concentrate on how to get more face-to-face selling time and pursue more significant deals.
3. Client Support: An assistant can be the first line of contact, ensuring that client inquiries are addressed ASAP. Clients want immediate resolutions and less follow-up. They will also be more likely to book again.
4. Organization and Focus: An Assistant can help you remember station and client deadlines and details that must be meticulously managed. An assistant can help keep your calendar organized, set reminders for important dates, and make sure all copy and promotional deadlines are met. You can spend your energy on sales, not paperwork.
5. Scale and Growth: Do you consistently exceed sales targets? You are prime to scale and grow then. However, too much growth without help can lead to burnout. Have you ever not sold something because it wasn’t worth the paperwork? Hiring an assistant can help you expand your operation and give you some insurance that your top sales performance is sustainable.
6. More Experts: An assistant’s skills and background can offer value beyond paperwork. They might excel in market research, data analysis, or writing copy. If you can leverage that, you can enhance your pitch, develop better data-driven strategies, and offer clients more innovative advertising solutions.
7. Team U: An assistant can collaborate with other support staff and make your team more efficient. They can get answers from you by talking to somebody else—more client time for you.
8. Cost-Benefit Analysis: Most assistants make about $40,000 per year. You must gross about $57,000 to pay them or 25% commission on about $225,000 of new business. Everything you sell over that is profit. Maybe you can split the cost with another top-performing building rep.
9. Training and Communication: You can’t hire anyone and expect it to work immediately. You must conduct initial training and communicate what you want them to handle. Look for someone with radio experience who has been laid off- they are everywhere.
10. Be Flexible: Part-timers, work at home or in your home office, be open to the possibilities. The station has plenty of space and may allow you to use some. You bring plenty to the table anyway.
Be strategic. A well-matched assistant can be the key to your productivity, allowing you to focus on what you do best: building relationships and closing deals. And you can deduct the expenses. Consider the workload, responsibilities, and potential benefits to make an informed decision that can take your career to the next level.
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.
