Happy Wednesday, everyone, and welcome to our weekly sales meeting.
Artificial intelligence and technology are two topics that come up quite a bit in our industry these days. However, most of the discussion tends to focus on the programming side of the business rather than the sales side. So, let’s take this week to focus on how all of this great new technology can help us in the sales department.
It’s no secret that media salespeople, like most professionals, are under pressure to stay ahead of the game. Competition is fiercer than ever, clients demand more innovative and results-driven solutions, and time is a precious commodity. Fortunately, technology has become our ultimate ally when it comes to ideation, ad copy, and organization.
One of the biggest challenges we face is consistently coming up with fresh, engaging, and tailored advertising ideas for clients. Gone are the days when a simple 30-second radio spot could cut through the noise. Today, clients expect multi-platform solutions that integrate digital, social, and traditional media.
This is where tools like ChatGPT can help. Instead of staring at a blank page, waiting for inspiration to strike, salespeople can use AI to brainstorm campaign ideas. Take the notes from your CNA and what you know about the business, then input some of that information into ChatGPT and ask it to help generate ideas. If you don’t think this is a real game-changer, log on to ChatGPT.com right now and give it a try.
After you pick yourself up off the floor in amazement at what you find, play around with it. Ask the system to analyze what has worked in other markets or pose any other creative questions that come to mind.
Of course, for any radio or television campaign, compelling advertising copy is a must. For many media salespeople, writing isn’t their strongest skill. Whether it’s scripting a spot, drafting a social media caption, or creating a digital display ad, AI can provide a strong starting point—in seconds.
There are also tools like Grammarly and Hemingway Editor that can further refine content by improving grammar, clarity, and readability. These tools help ensure that the messaging is polished, professional, and engaging.
Organization is a key factor in success in media sales, and many professionals use technology to stay on track. While CRM systems are standard tools, scheduling assistants and automation tools can significantly streamline daily tasks. Virtual assistants, calendar automation, and workflow management platforms can make your life much easier—if you know how to use them properly.
At the end of the day, the goal is to spend less time on administrative tasks and more time building relationships, closing deals, and driving YOUR revenue.
We all know that some media salespeople hesitate to embrace AI, automation, or any other technological advancements. Some may worry that AI will take jobs, but ironically, those same people are often the most reluctant to use it—even though it can greatly enhance their own abilities.
Ultimately, we are in a people-driven business. Clients want to work with sales professionals who understand their challenges, provide guidance, and offer creative solutions. AI can enhance all of these capabilities, but it will never replace the human touch that makes a great salesperson indispensable.
The most successful media salespeople understand that technology is a tool, not a threat. Embracing these advancements allows media sales professionals to work smarter, deliver better results, and achieve greater success in their careers.
Those who adapt will thrive.
And if you don’t believe me, take a listen to what Mark Cuban said early last year on the subject:
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Dave Greene is the Chief Media Officer for Barrett Media. His background includes over 25 years in media and content creation. A former sports talk host and play-by-play broadcaster, Dave transitioned to station and sales management, co-founded and created a monthly sports publication and led an ownership group as the operating partner. He has managed stations and sales teams for Townsquare Media, Cumulus Media and Audacy. Upon leaving broadcast media he co-founded Podcast Heat, a sports and entertainment podcasting network specializing in pro wrestling nostalgia. To interact, find him on Twitter @mr_podcasting. You can also reach him by email at Dave@BarrettMedia.com.
