Recently, I was listening to the Media Insultant podcast hosted by media sales and management executives Jackson Weaver and Keith Samuels. They discussed the distressing news (14:20 in) about the latest third-quarter earnings reports showing that some broadcasters in both TV and radio had net revenues down to double digits, and even digital was declining for more digitally focused broadcasters.
As I heard this, I wondered what the guys would say about how a sales rep could turn this trend around, so I asked. Weaver, who managed radio properties in Seattle (KJR stations), Astoria/Seaside, OR (Ohana Media), Palm Springs, CA (KGAY/KHCV), and Olympia, WA (KGY/KAYO), responded to my inquiry with simplicity. And his words could be the difference between a good and great year for any of us in sales.
Weaver laid out his ‘Thin Mint of effort’ strategy. Weaver maintains that if you are serious about getting better at sales in 2024 –extend 1% more effort daily—just 1%. In sports, it’s called the Power of Marginal Gains.
The concept of marginal gains lays out the potential of minor, incremental improvements. Weaver’s idea is simple: make that extra call, craft a new spec spot, do one more walk-in, or follow up with two emails or texts daily. These seemingly minor actions, when consistently applied, have a profound impact.
He emphasizes that although research might indicate a staggering 37x increase in results over a year due to this 1% extra daily effort, the precise numbers might be debatable. However, what remains indisputable is the fact that it yields results. Just 1% per day can catalyze significant growth and success. One extra sales call per day, and you’ll gain 200-250 additional revenue-generating possibilities in 2024. That’s impact.
Weaver’s advice reminds me of the 212-degree concept. At 211 degrees, the water is hot. But, at 212 degrees, it boils, and with boiling water, you get steam, which can power a train. By giving just 1% extra effort each day, we can have the sales train running down the track!
We all get overwhelmed with making a 15-25% sales increase all in one month. Let’s flip that script. Commit to consistent, marginal gains that pave the way for extraordinary results. I’m all about searing a steak, but give me BBQ low and slow! Don’t quit too soon! That extra 1% effort could be the difference where big deals can occur.
So, as we venture into 2024, try to embrace the Power of 1% and try branding you. Make that extra call at 4:45 PM on Friday. Create a spec spot for a new-to-radio advertiser. Text that hard-to-reach buyer with a new idea. Email a past client and request a CNA return to your station. Make that extra effort, take that additional step, and commit to daily improvement.
The Thin Mint Strategy is a recipe for success, and once you have just one, you will finish the box before you know 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.
