RAB Cuts Staff Again - Relevant?

[MissyRadio]

So the Radio Advertising Bureau has cut their small staff again. 10 people were laid off today, most based in the Dallas office of the Radio Advertising Bureau. The best-known are Executive VP of Training George Hyde and Executive VP of Services Mike Mahone – both longtime staffers at the association.
Just a bit ironic since the hoax email that came out during the last cut mentioned the idea of dropping two of these EVPs (combined salary estimated over $500k!) and the with the additional cuts all coming out of their Dallas office, one has to believe that Haley is looking to bring the entire operation to NY.
My question is... does anybody even use their service? I mean you pay to be a member but then they try to so hard to upsell other products, I'm just wondering, is the company even relevant anymore? By the way, kudos on finally realizing that it's a good idea to combine the RAB sales training conference with the NAB’s Fall Radio Show.

 

[tazmedia]

Relevant? Don't know the answer to that, but I think they're useful - we need them. Couple thoughts . . .

What happens if RAB goes away? NAB isn't carrying our flag to the ad world. The "C" companies are to pre-occupied to be doing it for the industry.

George Hyde has been a one-man band teaching the concepts of Radio Sales to companies that wouldn't pop for training. Really believed in what he was doing and worked hard.

They do lots of stuff, but to me, the most useful asset is their library of over a thousand radio spots online, all there for the taking and using. Problem is that so few people know they're there at a time when we so badly need good spots. Clear Channel's Creative Services Group understands the value of tie-breaker creative.

I'd sure hate to see RAB go away.

 

[NamJock]

I've known George Hyde for years. He proctored my CRMC exam - both times (#2 was for the "Diamond Level," don't even know if it's still offered). He is a devoted radio-phile and has helped many a youngster wind their way through after being handed a phone book and being told to "Hit it!"

On the other hand, a half mil sounds like a lot for two people, I'd like to see a couple of other confirming sources on that. I know George was in NY for many years and that's a very expensive town, so perhaps, if the salary reports are true, his was based on his time there and it's hard to go backwards. I don't know Mahone well enough to comment.

The RAB isn't what it was under Gary Fries. That being said: Relevant? Wow, tough. Just about all industries have representative "boards" or "bureaus" that represent the industry to various buying entities. If we start to see the demise of the TVB and Newspaper's NAA we'll have a better idea. Until then, RAB is still viable, but on notice as is everyone in an economy like this.

 

[davideduardo]

The RAB isn't what it was under Gary Fries. That being said: Relevant? Wow, tough. Just about all industries have representative "boards" or "bureaus" that represent the industry to various buying entities. If we start to see the demise of the TVB and Newspaper's NAA we'll have a better idea. Until then, RAB is still viable, but on notice as is everyone in an economy like this.

The focus of the RAB... and radio sales... may have stayed too long on the sale of spots. Relevance today may mean being part of new delivery systems, and I am not sure that the RAB, or even most of the radio industry, is ready.

Taz mentions the spot bank, which is a wonderful resource. With cutbacks, in many cases we have sellers writing spots on the back of envelopes and the client message is diminished. Looking for good spots in the RAB collection can at least focus station staff on ways to create a campaign for each client, not just a laundry list of things the client sells or does.

I also like the idea that has been mentioned in several of the newsletters and websites of the RAB offering individual memberships. Just as the CRMC gave radio sellers something to be proud of, this idea also says that an individual member is committed to their clients' success.

So, yeah, the RAB is needed. And like everything, it needs to evolve to stay relevent in these times.

 

[radioray]

I really doubt George and Mike were making 500k a year between the two of them.

 

[davideduardo]

I really doubt George and Mike were making 500k a year between the two of them.

Correct. They were likely making a bit more.

 

[radioray]

I doubt it. I have been to George's house in Florida and let's just say it didn't appear to be a place someone making 250k lives. More like someone making 125 or so. And I got the impression he made most of his coin when he was GMing the Spanish language station. Again, that is all just a guess of course. Man to have his (and Mahones for that matter) pipes, though! Nice guy, hope he finds something soon or is content in retirement.

 

[davideduardo]

I doubt it. I have been to George's house in Florida and let's just say it didn't appear to be a place someone making 250k lives. More like someone making 125 or so. And I got the impression he made most of his coin when he was GMing the Spanish language station. Again, that is all just a guess of course. Man to have his (and Mahones for that matter) pipes, though! Nice guy, hope he finds something soon or is content in retirement.

A lot of people, particularly the bright ones like George, don't spend a the level that they earn. They save, invest, and live below their means so that they can keep their lifestyle as long as they live and leave something to the kids.

For a position at the level that these folks had acheived, two-fifty is not a huge salary.

 

[TodaysTomSawyer]

I really doubt George and Mike were making 500k a year between the two of them.

You'd be wrong! They were making 280K each in 2007 alone! ??? :-*

Having known something of that place in more detail, I'm also inclined to disagree with some of the posts regarding those folks on here.

 

[radioray]

Thanks for the info!

 

[TodaysTomSawyer]

Thanks for the info!

sure - whether you argue they were overpaid or earned it, it's sad what's taking place over there, and both of those guys greatly contributed at one point or another there.

 

[pocket-radio]

I'm a sales rep and have been for twenty plus years. I write spots and work hard getting it right! I think long term, build client relationships and constantly fight the month to month thinking. Some resources from the RAB are helpful, mostly I view the RAB as a self serving organization, that's mostly out of touch with guys like me, who fight on the streets every day. A little stupid booked called the 33 ruthless rules of local marketing, is my bible and should be the RAB's bible. What's missing from radio sales today, is a clear focus and UNDERSTANDING on WHAT IT TAKES TO GROW our clients business. Taking an agency avail, or raping clients with the highest rates isn't what I'm talking about. Radio reps today are trained how to sell their inventory and not our clients. Radio care's more about just hitting the month. Like insurance and GM radio is broken in many markets.
Taking agency avails and selling numbers was very easy! Now that the bubble has busted, advertising revenues are tanking and radio wonders why? duh...

 

[TodaysTomSawyer]

Maybe you should send the "33 rules book" to the RAB!

You never know -- they might incorporate some, or all of it.

Especially now!

 

[pocket-radio]

The RAB thinks like radio does, what can we sell today, for this month? Who cares if it works..

 

[Questor]

I only make $45K in some situations, and I feel like a king.

RAB reminds me of RABBITT, like the late Eddie kind who said he loves the rainy night.

And then there's RABIES.

 

[Questor]

I'm a sales rep and have been for twenty plus years.  I write spots and work hard getting it right! I think long term, build client relationships and constantly fight the month to month thinking.  Some resources from the RAB are helpful, mostly I view the RAB as a self serving organization, that's mostly out of touch with guys like me, who fight on the streets every day. 

Personally, I believe each of us is in Sales.  As long as we want to convince somebody else to do something, from going out to dinner to taking our classes to consuming our Point of View, we're all in Sales.

Now are you by any chance saying that the School isn't applicable to Real Life?  Is this unique to this industry?   Or is it that old refrain of "Those who can, do.   Those who can't, teach"?

A little stupid booked called the 33 ruthless rules of local marketing, is my bible and should be the RAB's bible.

One sales trainer told me to drop the word "should."  It leads to high disappointment.  And it ruins your rejection tolerance.  Some of the best ideas aren't readily accepted.  Consider it their loss.

If you'd like another book, get _Prospecting Your Way to Sales Success_ by Bill Good.  Some prospects are not just worth wasting your time on.  And that'll shock them.  Sometimes rejecting them before they reject you makes them more interested.  Works with business clients, works with lovers too.  (It has been said making Sales is like getting laid, yet that kind of talk is forbidden in the land of SHAT -- Sexual Harassment Awareness Training.  No wonder American adults continue being immature in sex and sales, prostitution notwithstanding.)

What's missing from radio sales today, is a clear focus and UNDERSTANDING on WHAT IT TAKES TO GROW our clients business. Taking an agency avail, or raping clients with the highest rates isn't what I'm talking about. Radio reps today are trained how to sell their inventory and not our clients. Radio care's more about just hitting the month.

You're suggesting a right-brain approach to a left-brain universe.  It makes sense to me, provided CFO's hammers don't beat you over the head with their addiction to numbers.   

Nevertheless, have you ever heard how creativity is defined?  Some say it's "Buy low, sell high."  You really have to have an environment that rewards and recognizes creativity, that believes so much in itself and what it's doing when everybody else doesn't.  You also need a management that welcomes recovery from setbacks.  (If you want another book, see _Successful Intelligence_ by Robert Sternberg.)

Objection handling is not something every management nor salesperson is set up for.  You may have to make at least 8 attempts to land a sale, to get either your client to buy or your boss.  Some will value your persistence.  Others will say, "While I admire you for being as stubborn as a Capricorn, I wish you'd die and get cancer."

Oh, wow, have we just built a library in terms of or in spite of RAB?
Add this one:  _Reject Me, I Love It!_ by John Furman.

 

[Questor]

BTW, I have tried to provide that kind of environment for my teams as a manager.  Performance appraisals I've gotten?
Boss #1.  Questor, your problem is you care too much about your people.
Boss #2.  Questor, your greatest asset is you care about your people.

From not getting laid to getting laid off, similar things happen in those
F-sharp minor Mysteries
of the way Sales used to be,
when both managers and employees want to bring back so much passion to our lives -- and our clients'.

 

[pocket-radio]

The only thing good from the RAB is their COOP database and list of expiring COOP

Clients care about one thing, results! If the RAB could teach these principles and inspire the industry they might have something. Instead they push their proposal wizard, other lame tools designed to generate their income.

Over coming objections and learning how to tell better lies comes from management. Somebody needs to care about clients and teach reps how to sell our clients products. Career reps learn over time and the newbies continue with their experiments, encouraged by management. I wish creativity came from the RAB.

To be honest I find more ideas, though starters and creativity on Google.. and most of it is free.