Almost a decade ago, I was a radio advertising sales rep. One of the weakest areas radio stations have, is consistent sales training. (If any at all!) I was fortunate enough to work for a station that hired one of the best marketing minds and sales trainers in the country. His name: Chuck Mefford. His company: Lighthouse Communications. After my first day of his training, it became my goal to get to know him and pick his brain for every nugget possible. We eventually became friends and even worked together as partners in a nationally known marketing firm.
If you own a business or lead people in any arena, take his words to heart...
(Keep in mind he is speaking to radio station sales managers)
Top 10 Traits Of Winning Sales Managers
Integrity - Honesty and fairness in all situations, from account reassignments to office conflicts.
Leadership - People work for leaders, not managers. Lead by example.
Top-Notch Recruiting Skills - They are skills! Find the best players, have a "bench" ready.
Developing Your People - Training systems are mandatory!
Knowing How to Maximize the Franchise - You lose money every day that goes by if you haven't sold all the available inventory and nonspot revenue opportunities for the maximum value.
Keeping Troops in the Loop - The right hand must know what the left hand is doing. Effective communication systems maximize team synergy.
Motivation - "Cookie-cutter" management is dead. Know each person's hot button.
Visionary - You control the future by having a strategic plan.
Goal-Oriented - Besides budgets, winning managers have written goals for all aspects of their lives.
Understanding How to Brand the (Radio Station)Cluster - In the minds of your advertisers, position your identity as a "full-service" marketing organization.
Radio Ink Magazine
by Chuck Mefford
