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Tuesday, January 20, 2015

Inside The Mind of A Superstar Radio Seller


Managers all over the country deal with it, worry about it, and work on it every day. The challenge to find great salespeople. Where do they come from? How do you manage them? What's the trick to keep them motivated? In the January 19 issue of Radio Ink that mails to subscribers today we spoke to seven superstar radio salespeople. They are generating results for their clients and revenue for their stations. Without superstar sellers in every radio station in every market across America, radio would not be a $17 billion industry. Brenda Brown works for iHeartMedia in Indianapolis. She was selling life insurance before "stumbling" into radio, an industry she's been thriving in for the past 14 years. Here is why Brenda Brown is one of radio's superstar sellers.

What are three traits successful salespeople must have?
I would say that to be successful in sales takes many things, but the first things that come to mind are passion, commitment, and courage. To have passion for what you do drives and motivates you, and helps to make clear your purpose. Commitment stems from knowing your purpose, but is more about the daily behaviors and habits it takes to be successful. Every day doesn't always end with a glorious new sale, unfortunately. That would be great, don't get me wrong. However, it probably wouldn't mean as much if it did. It takes a strong personal commitment every day to suiting up and showing up, and doing the things every day that bring about that end result or successful sale. And sometimes the most successful salespeople I've seen are the ones that simply have the most courage. They aren't afraid to be bold.

What do you do to stay sharp, to keep learning, to stay on top of your game?
In today's world of emerging technologies and a changing media landscape, that alone could be a full-time job. I am fortunate enough to work for a great company, leading the charge on many recent advances in our industry, so it definitely helps that I have a vast amount of resources at my fingertips. I have access to information and support at all times ? whether it's educational, like training on emerging technologies and competitive new media ? research, business trends and articles, best practices, even client case studies and repeatable campaign concepts. All of that allows me to stay sharp and in the know, and to be seen as a resource by my clients, delivering high levels of ROI.

What do you see as your biggest challenge of 2015, and what is your plan of attack?
I prefer to focus my energy on the things I can control. I always start each year with a specific and intentional plan for the year, broken out monthly, as well as quarterly, by client and by opportunity. One of the critical points is to revisit each of my client's goals while making sure that they are receiving the targeted ROI. The plan always includes developing new and smart business and expanding and strengthening current client relationships, while maximizing all available assets. Focusing on the things I can control is always the fundamental approach.

Are your clients still believers in radio?
Absolutely! My clients are loyal because radio works. They wouldn't still be clients if they weren't getting results from our campaigns. Part of this is making sure I truly understand their needs
from the beginning and develop ROI programs that make me their partner vs. a vendor. It's typically those that haven't tried radio, or didn't use our medium effectively the one time they tried it, that don't believe in it.

Tell us about a sale that you're most proud of.
The sales I am the most proud of are the ones that required the most effort or presented the most challenges along the way. They're not always the biggest in terms of dollars, but the ones I had to work the hardest to win. The ones you chose because you knew it would work if given the opportunity to partner with that person or business. Those always feel different. Every campaign brings a sense of pride and accomplishment when you know you're delivering results for a client. When the client is excited and wants to immediately begin a new project, that makes it all worthwhile.

Reach out to Brenda for representing the radio industry so well
To subscribe to this issue of Radio Ink magazine go HERE

(1/19/2015 5:32:19 PM)
I told you when I hired you....if you sell life can sell radio!! Go Brenda!!

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