Radio Sales Career Advice

[BoredModerator]

So....

I currently work in sales. I am an "Account Executive" aka Salesman for a large company, selling solutions that present ROI and high-level business value propositions for C-Level and Director level clients.

Due to my inability to re-locate, I have hit a "glass ceiling" where I am. I feel I am capable of being an "outside" or "field" rep for a local territory.

I am interested in a career with the local cluster here. I feel selling radio advertising time could be both challenging and rewarding. I am also nervous about switching careers as I do have a family to support.

Any thoughts, feelings, comments or suggestions about being an "account executive" in Radio Sales?

 

[salesdawg]

Just a few thoughts..............

A day in radio sales........you go to a prospective client, and you have to convince him that he needs to spend $$$ to advertise his business to make $$$............the biggest hurdle.................once that's done, you have to convince him that radio advertising is what will work for him..............tough competing against newspapers, cable TV, and direct mail...............next, you have to convince him that your radio station is better for him than the other 20 stations that are calling on him..............not easy to do if you don't have high Arbitron ratings............and let's not even talk about the fact that along with all the outside competition, you'll also be competing against all of the other A.E.'s at your station.............

Something else to think about.............will you be writing the creative, or will there be a full time copywriter at the station?................a lot of A.E.'s have to write their own copy................sounds like fun, but trust me, it gets stale after the first year.............

Jocks are a huge pain in the ass to deal with................the less you have to see of them, the better off you are........IMHO.

 

[BoredModerator]

Thank you for the advice. So even in a larger market, working in a cluster, the AE's are not split up by target areas, verticals, or market segments? You have more than one rep calling on the same accounts? That would tick off the prospective client, having Joe, Barry, and Rhonda all calling him from W---.

 

[Tamson]

The first year of radio sales is the toughest. Aside from all of the internal radio 'lingo' and procedures that you need to absorb - you're "selling the invisible". Those more seasoned reps that have been at it awhile are handling agencies and renewing and/or upselling existing clients while anyone new to the business is spending their time networking and prospecting in an effort to build a client base. Depending on the commission structure you negotiate, don't plan on cashing a ton of commission checks within your first 12 months.

After the growing pains of the first year, the earning potential is UNLIMITED - but only if you have mastered the art of time management, copywriting, and most importantly - asking for the order. I highly recommend getting involved in any local chamber/business to business/networking groups that you can find (as they equate to LEADS).

Yes, copywriting can be time consuming but not if you're properly trained in it so don't get discouraged by the comments in the other post. Many AE's enjoy writing copy as it allows them to express their creativity!

When I hire new AE's that have never sold radio before I give them 2 books with their orientation/training manual: How to Write Great Copy (Dominic Gettins) & Green Eggs and Ham (Dr. Suess). Why Dr. Suess??? Because the moral of the story is NOT that Sam is persistant - it's that each time he goes back with an offer, he asks for it in a different way!

Best of luck to you and everyone who is considering entering the crazy world of radio sales!

 

[tcsnrayp]

Thank you Tamson for your thoughtful and professional thoughts.

And, thanks to Salesdawg in a totally different way, for demonstrating the burnt-out, pessimistic point of view.

You will likely run into a few of both of these personalities in any radio sales bullpen.

 

[BoredModerator]

Good stuff, thanks for the advice.

Can you tell me much about the compensation? ... in terms of base salary % versus commission structure??? Are there other measurements you are held responsible for other than sales (phone calls stats, meeting counts, etc) ?

Also, how often are you in the cubicle versus out on customer meetings?

Do you work promotional events on the weekends? Do you get any chances to do fill-in work or help with bits to be on the air at all?

 

[salesdawg]

Thank you Tamson for your thoughtful and professional thoughts.

Yes, Tamson made some good points.................I agree that the first year is the toughest, in that you are trying to build your client base.................but I've found that it's not until you're into your 3rd year before that base is really built up.............and with the constant need to make more money, I've seen seasoned veterans in the field (25+ years as an A.E.) still prospecting for new clients.

I disagree about the networking groups and Chambers of Commerce being a good source of leads..............I've spent a lot of time attending these group meetings and events, and find that the members are only interested in getting you to spend money on their business..........seems like it's all take and no give, IMHO.

As far as copywriting goes, I found I enjoyed it the first couple of years, but after a while, all of my creative sounded the same................now that I have a full time copywriter, my scripts are fresh and creative, and I can spend more time concentrating on sales, prospecting, co-op, etc.............I love my copywriter, and remind him on a daily basis how much easier he makes my life.

And, thanks to Salesdawg in a totally different way, for demonstrating the burnt-out, pessimistic point of view.

I don't feel my point of view is pessimistic or burnt out..............just realistic.............and don't get me wrong..............I love my job.................wouldn't trade it for the world, even though I'll never get rich at it...............do I hate the sleepless nights that last week of the month when I'm trying to make my goal?...............hell yeah!!!!!................but I also get a real charge every month when I finally reach my goal and get a pat on the back from my boss along with a fat bonus check every time I make it!!!!!

 

[J-Rod]

I am Probably no position to talk about career advice in Radio sales. I've been doing it for a bit over a month now. I am in an extremely small, yet very competitive market. In my first week I sold eight hundred, and cleared two thousand the next month, and I'm steadily going higher. That may not seem like much, but in a market as small as mine, and with the cost of living so low, I'm doing pretty good.

Now I also host the Morning show on our station, and I used to be a copywriter in a larger market, where i basically got crapped on. Wish there had been more people like salesdawg where I worked....

but right now i'm having the time of my life.

I'm not sure about going from one sales postion into radio... I just don't know, but being a "radio addict" Sales is where the money is... On-air is fun, Production is great, and Sales pays.

people almost always do something before or after radio...

"Radio is the most fun way in the world to make minimum wage."
(don't remember who said it, but it was at a retirement party for a guy that got rich in real estate. and famous locally on radio after he retired.)