1. Can I get into radio sales with limited sales experience (about 2 yrs total)?
Yes. Just be sure to ask if the radio station/cluster offers "training" first. Otherwise, you'll find yourself handed the Yellow Pages and a "Do Not Contact" list already taken. Ask not only questions ... but the right questions. No "training?" Ask "Why not?" Ask about "expectations." Are they realistic? After all, you need to provide the same for your clients who say, "Radio just doesn't work." Again, ask, "Just what would you like my station to do for you?" And do not, under any circumstances be afraid to ASK FOR THE BUY. You'd be surprised how many get caught up in blathering about 'programming, packages and promotion' and forget to ask (10 times, in fact,) for "The Buy."
Read a book called "Client Oriented Selling." Then ... read it again.
2. What makes a great radio sales rep?
Someone who can do a couple of things ... and do them well. The first is to LISTEN. A good listener will get the buy, because the client will tell you exactly what it will take to get him to buy. There is one simple question than never ever fails ... and that question comes right from the mouth of Larry King, believe it or not. The question is "WHY?" That question, alone, will -- along with your listening to every word you hear back -- make you successful.
Next, the ability to KEEP YOUR MOUTH SHUT. As in your past sales experience, you should have learned already that "The first one to open his mouth after a deal has been presented ... loses." It's a normal, human-nature thing out of our own insecurity to "pad" a deal / presentation with ... "What do you think?" or "Don't you like that?" or "How does that sound?" Answer objections from the client buy listening to them FIRST. "Now that I've presented this program that I did just for your company, how about if we come up with some creative ideas to get it on the air, say, Monday?" "Uh, no." "Pause ... pause ... pause. WHY?" After the next "objection" ... "Did I not explain the program well enough or did I leave something out that you might want want to know more?"
"Uh ... no."
"Why?"
Then it's, "If price is an objection ... if I could change the numbers, would you then buy my station(s)?" "Uh, no."
"Why?"
Tough to do? You bet your ass it is. But eventually ... even if you have to walk away, with the promise that you'll bring some IDEAS (spec spots) buy next week ... the client will come back with, the "standard 10 objections" that were all learned years ago at a merchant's convention somewhere near Chicago. THEN ... and only then ... on more than one visit ... possibly three or four ... will you THEN have the RIGHT to ask the best question of all and, in my experience of 35 years...after all the "Why's?" have been asked
"What will it take for us to do business together?"
Now, two things will happen. 1) You'll get tossed out on your ear and the guy was never serious about advertising anything in the first place. Move on. or 2) You'll get a deal.
Finally, on this question - Stop using the world "Sales." Everybody sells. Merchants hate salespeople like you. They see you everyday by the busload and they all bore busy people to death. You don't sell anything. You convince clients to BUY ... and they BUY you ... your honesty, integrity, reputation, movie star good looks, creativity and honest attention to THEIR detail, reliability and your passion to do THEM the best job. Sell nothing and you'll be ahead of the game. Get someone to BUY you is nirvana.
Example that I've done and it works: "Look, no one I know listens to your radio station, I don't like it, my dog hates hippity-hop music and you can't do a thing for me."
To answer with 'Why?' after that suggestion shows you to be an imbocile.
Try this: "OK ... tell you what. You're right. I totally agree. So, for you taking your time, I'm going to GIVE you $XXX of absolutely free advertising. You'll never get a bill from my station. There is, however, just ONE thing..." "What's that?" the client will ask. "I get to write the spots and I'll schedule them."
"OK ... go for it."
You then write a spot that says, (and I actually have done this ...) "Saturday morning at 9 ... Vern Whatshisname at Coast Tru Value ends the year with a special you can't beat. For the first 100 people in the door starting at 9 a.m. sharp ... you'll receive a crisp, new $100 bill ... your's to spend ... at Vern Whatshisname's Coast Tru Value store. Happy New Year ... we'll see you at 9 a.m....for a real ... Tru ... Value!"
Now, you MUST make sure that the client get's the copy to SEE first, before you do it. He'll then have one of two options: "You're so full of s**t, you wouldn't dare put this on the air!" or, two, he'll laugh his butt off and toss you out.
Now, in the first case ... you come back with "Well, I guess that proves that some people would be listening to my station ... right?" and the other, he'll probably think that you're so damn clever ... that you'll come up with a $100 Tru Value COUPON good for 20% off everything in the store you buy that day. And you'll be friends forever.
I once asked a car dealer "Why?" he wouldn't buy my station TEN times in one session ... and he finally bought a year contract from me. I was so shook ... I didn't know what to do. So, after the deal was signed, I asked him "Why?" he bought now instead of all the other times I'd been by to see him. "Joe," ... because for the first time you've been in here ... you finally asked for the order TEN times ... and you asked me "Why?" until I ran out of excuses." $3,000 a month for a year. Biggest contract my station every had.
3. Is there anything specific I should highlight on my resume?
Yes. You "hate to sell" but you "love to get people to buy." That's it. That shows enthusiasm, creativity, passion and that you're not afraid of rejection. Take it a step at a time. You don't need 90 clients to do this well. 90 clients doing nothing and 10 putting food on your table regularly goes a long, long way.
Know the rules. Is there a guarantee that radio advertising works? Yes there is. Tell your manager so that you know the rules: One spot, five times a day, seven times a week is guaranteed to bring in more results than the cost of the ad campaign. It never fails.
4. Do you recommend any texts/books I can study before the interview?
Client Oriented Selling and anything by Roy Williams of Tulsa.
And good luck, though I doubt if you'll need it if you do what you think you can do.
