1-25-2012
The year 2011 was a mixed one for so many broadcasters. There was plenty to distract our attention, now 2011 is behind us and 2012 is here. What are your plans to make it a year of growth in Digital? Here are a few simple steps you can follow that will make 2012 a banner year for your digital department.
A Borrell study this month points to findings that indicate pure digital sellers will out perform a mixed effort. Many of us have tried a variety of approaches and the Borrell findings don?t really surprise me. I believe that the commitment to build and manage a sales team that?s clearly focused on an objective will always outperform a sales team that has a mixed mission. I don?t? usually recommend that a cluster ?start? with a pure digital team anymore than I would suggest an all events sales team. Today?s market realities don?t often allow for the resources to mount that kind of effort.
Stations must have a clear sales mission; clear measurable goals and digital should be included in that mission. Now you follow the clear mission with training. Product knowledge and a true understanding of the tools available to the sales person are critical.
Compensation must be tailored to generate success. Its ?sales?, your sales team is in it for the money.
Make sure the money rewards the behavior you want and compensates fairly for that success. Look at how you compensate for the results you want and set goals. The goals have to be realistic, a stretch but keep it real.
Now be sure the station and the support team is supporting the mission and make sure the mission is clear to everyone who will help in attaining the goals you have set.
Your clients should always be part of the equation. Make sure they understand what your team is trying to accomplish. If you?re providing a service and getting results for the customer your goals will be easier to achieve.
Celebrate. Make sure that the salesperson; the sales team and the staff that helps make it all happen are part of celebrating your success. Make Digital a true focus in 2012. You can make it work when you provide all the elements to achieve success.
Dan Halyburton is EVP McVay Cook and Associates and can be reached at 214-707-7237. Follow Dan @danhalyburton. E-mal Dan at dan@halyburton.com
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