Sales Commission expectations in Los Angeles Area?

[Kataka]

Hello everyone-
I'm new on this board and any good advice with this would be appreciated.
If I've posted this in the wrong section, my apologies.

Although I've been in sales for many years and have sold many different things, I am completely a newbie with radio ad sales. I just got an offer to start doing sales for a unique Los Angeles radio show about "Sacred Sexuality". More like a spiritual-tantra-yoga -positive-type of talk show with authentic information that will help people, instead of shock them. In fact, the exact opposite of Howard Stern--so no shock-jock-frat-boy stuff at all. Really, a very positive,down-to earth show.

I am so new at this sales genre that I really have no idea what type of commission I would ask for?

Since I would be in charge of all sales and would build a sales team on my own, I am wondering what to ask for: 20% ? 25% ?30% of each sale? More?

Or, are there any type of websites with percentages of what to expect in terms of sales fees I would charge?
I already checked out Dan o'day---no answers there for me.

Since this will only be a weekly, 1 hour show, we plan on doing 15 minutes of ads. I'll be getting 15 advertisers for 1 minute ads at $300-$500 a minute and do a 12-16 week commitment for each.
That is what the manager of the show wants. I have no idea if that is even feasible in this market.
I think this is a specialty type of show that will cater to a very unique listener.

SO, my main question is what can I, as a salesperson, demand from the sale, percentage -wise?
Any advice would be much appreciated.

Thank you in advance.

K.

 

[surfdude]

For direct sales, you dealing directly with the advertiser not an ad agency,
15-20% would be fair.

 

[Kataka]

Thank you Surfdude. That is very helpful. Yes, I will be dealing directly with the advertisers...doing all the negotiating, etc. on my own. Now, I need to figure out where to get more leads... another topic I guess.


Regards,
K.

 

[ajhenderson]

Kataka: If you like the show and want to work with it, great. But having worked with a lot of brokered radio clients, I can tell you that every niche show wants someone to help them sell ads. Granted, many of these people can't do a compelling show let alone sell, so they try to find people to help them. I don't know the specifics, but if your show is weekly, on at night, or on any AM station whose name isn't KFI, KABC, or KNX, you're going to have a LOT of trouble. I've seen AM stations where sales people making 25% or 30% get checks for $300 or $400 a week. Plus, if you are not an employee of a company, you're supposed to pay double MedFica tax.

If you want to be in radio sales, great. I would advise you to try and get a gig with one of the big companies. They do look for people with experience, but are willing to train newbies more so than you'd think. There are people from all past careers working in radio sales, and if you know enough about sales and just need them to help you with the radio part, you should be able to get a good gig. IIRC, the top billing AE in the market makes close to $750k a year. If you're working for CC, CBS, Emmis, or maybe Salem, and you're not earning six figures, you'll probably get fired. There are a lot of people at the bigger clusters making over $250k. Money shouldn't be the top motivation, but you should at least want to make a decent return on your time. I've been very successful working for and with lower profile AM stations, but mine is a rather unique situation (and a long story). Check the corporate operators' websites for sales openings and apply. Ask whoever calls you back about their direct and agency commission rates and go from there.