If you could do it all over again.

[GeorgeKramer]

I would have soaked up more knowledge as it relates to the Internet and the online world as it relates to sales, the actual growth of the Internet and the use of e-mail. It was just in its infancy when I checked out as a an account rep but I did a poor job as an "old guy afraid to learn new tricks" and just avoided computers at any costs.

I wanted to be out on the streets selling (which I did as much as possible) and avoided pesky company meetings whenever possible (who didn't/who doesn't?) but I also ran away from the few colleagues who had embraced the online world because I just didn't want to deal with it. Bad move on my part.

I'd also push for more company parties/outings, even if it is just amongst co-workers and not company-sponsored. The need to build and foster relationships between on-air talent and the sales team was obvious at most stations but management had no idea how to do that. My answer is simple - put a big plate of wings and a few pitchers of beer in front of them and let 'em just talk!

 

[Nick Gerard]

The need to build and foster relationships between on-air talent and the sales team was obvious at most stations but management had no idea how to do that.

I couldn't agree more. Sometimes, it seems management will even discourage building those relationships.

I was working part time on-air at a major market CBS group when the stations moved into a beautiful new facility. I was surprised to see that 3 FM stations' studios were on one side of the building behind closed doors and the sales department was on the other side behind closed doors. The 2 sides were separated by a large reception area. They might as well have been 2 separate companies. There was virtually no day to day interaction or casual conversation between on-air and sales.

My first love has always been on-air and production, however, in mid-career I did spend five years as a full-time radio AE. When I returned to on-air and production (I missed them terribly), I did so with a valuable new perspective: I now understood how difficult it was and how much skill was required to sit across the desk from a prospect and close a deal.

As a production manager, I don't dread or get annoyed with the AE who comes in with a Friday copy change. Having been in his shoes, I know why those things happen and why they should be taken seriously.

I do dread and get annoyed with an air talent who's indignant and demands an explanation when he's asked to please re-voice a few lines because the client wants a copy change.

Certainly, there are many air personalities with a professional attitude who "get it." But over the years, I've encountered far more who haven't a clue about customer service in radio.

However radio may evolve over the next 15 or 20 years, I hope a side effect will be that the product guys and the money guys will have a greater understanding of each others' challenges.

Nick Seneca