Ask any market manager what their greatest challenge is, and the answer will invariably be “finding salespeople.” Despite the universal importance of ad revenue to our entire ecosystem, identifying and recruiting anyone interested in media sales has become increasingly difficult.
I remember the days when we would tell those interested in radio and TV. Standing outside the station and watch who got into the most expensive cars. It would always be salespeople. So, why is it so difficult to fill positions today that traditionally earned more money than most anyone in the building?
Obviously, it isn’t just one issue, but there’s no denying that perception is one of the major hurdles.
For years now, traditional media, particularly radio and TV, have been considered declining industries. The fact that traditional media has survived every frontal assault seems ignored. Young people entering the workforce hear much more about the growth of tech startups and social media companies than about the influence and stability of local media.
As a result, most assume that selling media is less relevant. Making its future seem less secure. Despite the fact that local businesses continue to rely on advertising to grow and survive.
Another challenge that needs to be addressed is the misunderstanding of what the job truly entails.
Selling media doesn’t involve simply “selling” radio or digital advertising. At its core, it’s about true marketing consultation. Ironically, this should be the most attractive aspect of media sales, since young people have become more marketing-savvy than most previous generations.
Some “seasoned pros” yearn for the days when all they had to do was walk into a client meeting with a slew of one-sheeters that offered packaged opportunities. That approach was more about order-taking. Today, the most successful sellers know how to help businesses solve problems. From driving traffic to building brand awareness.
They aren’t really salespeople at all. They’re marketing strategists!
The goal for every business is to reach customers in meaningful ways. But too many potential candidates still picture the job as cold-calling strangers and hawking commercials. That outdated stereotype discourages people who might otherwise excel.
I remember a conversation with my sales manager and new business director regarding job titles. That’s when we decided to move from “account executive” (which reeks of “sales”) to “marketing specialist” or “marketing strategist.”
For the record, I’m not a fan of “consultant.”
Compensation structure also plays a role. We have traditionally paid sales positions on a commission basis, which is heavily performance-driven. For ambitious people, that can be incredibly appealing because income potential is often unlimited. However, younger workers entering the job market today often prioritize stability, work-life balance, and predictable salaries.
We all know that building a client list and growing income over time carries inherent risk compared to fixed-salary positions. “Over time” tends to translate to “low income.” We often balance this with a draw or guarantee of some sort.
We all know these are rarely enough to pay the bills.
Training expectations add another layer of complexity. We often look for candidates who can hit the ground running. Those who understand marketing, digital platforms, branding strategy, and client relationships. At the same time, we realize those skills develop through experience.
As a result, robust training programs have become extremely important. Every newcomer needs long-term mentorship and guidance before becoming a top performer.
Then, of course, there’s the inevitable reality of rejection. Sales, by nature, involves hearing “no” a lot. Media salespeople must develop near-superhuman resilience and confidence, two traits that are difficult to teach quickly.
In an era where many career paths emphasize collaboration and structure, the independence required in sales can feel intimidating to some candidates.
The fact is that the opportunity within media sales has never been greater. Modern media companies offer integrated marketing solutions that combine broadcast, digital advertising, social media, streaming, podcasts, and event marketing.
A strong salesperson today is not limited to one platform—they can create comprehensive campaigns that help businesses reach audiences everywhere. Traditional and digital advertising work in perfect unison. The former is a superlative branding device, while digital combines the immediacy of transactional advertising.
Radio works because the consumer will never think of you until they need you—and they’ll never think of you if they don’t know you. Digital works to solidify the sale once the consumer needs you and remembers you.
That makes media sales one of the most dynamic career opportunities. It blends creativity, strategy, storytelling, and entrepreneurship. Great salespeople become trusted advisors to local businesses and essential partners in helping communities grow. The best strategists become trusted, non-paid employees that businesses turn to for marketing expertise and advice.
The real challenge for the industry today is not that opportunities are lacking. It’s that the story hasn’t been told well enough.
When media companies clearly articulate the impact, creativity, and financial potential of the profession, we will find that more people see media sales not as a fallback career, but as an exciting and influential one.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
