8-28-13
Christy Wilson is a 13-year radio veteran with Cromwell Radio in Nashville. Now, as a Senior Account Executive with the company, she has a very ambitious goal. "The main goal is to be known as the marketing specialist (in all media) for my current or prospective clients. I want my name to be the first name thought of when a client is looking to advertise or market their product or service." Wilson is a 2013 Radio Ink Radio Wayne finalist thanks to her hard work and dedication to the radio industry. Her selling successes have landed her in the company of other elite radio sellers from around the company. How did she get here?
Cromwell Market Manager Tincy Crouse says, "Christy consistently develops multi-platform marketing plans for clients to incorporate all of our assets: commercials, promos, on site, and digital. She sells our Rock, Sports, and Gospel stations to provide our customers with the best opportunity to grow their business. She has the ability to partner several clients together to maximize success for all. As a million-plus biller she is a true rockstar and a leader on our sales team."
Wilson adds, "I strive to go the extra mile to make sure that I am over delivering in customer service for my clients. I want to be seen as a knowledgeable and helpful coworker to not only the other sellers in the company, but also to the other departments.
What is the key to being a successful seller today?
1.) Work for the client, not for yourself!
2.) Be completely honest to your clients, yourself, and your coworkers.
3.) Continually educate yourself about the ever-changing radio (and marketing) industry.
4.) Know your clients' needs and expectations when presenting a campaign.
5.) Don?t let a ?bad? day deflate or defeat you!
What are the challenges of being in radio sales?
The ever-changing realm of radio is the most challenging. We do not just sell ?air? but multi-platform campaigns that include digital media and creative programs. If a seller can offer a client a strategy that will help them overcome their objectives, then ratings and quantitative become irrelevant.
What is your philosophy on dealing with clients?
Clients should receive the highest quality of customer service and an over-the-top experience throughout the sale, not just before the sale. We should listen to the client?s suggestions, but have the confidence to advise them on other marketing options based on our expertise, knowledge, successes, and failure.
Give us an example of a success story you had selling radio recently.
Yuengling partnered nationally with Harley Davidson for a motorcycle giveaway. I brought in a local Harley dealer and Yuengling offered the Nashville market a motorcycle. The local dealer added $5,000 in prizing. The local dealer gets to keep all the local entries, giving the dealer a great lead source.
Who do you admire (outside your family) and why?
I admire Bayard (Bud) Walters, the owner of Cromwell Radio. Bud balances his family life with ownership, membership in many radio associations and boards, and his involvement with radio advocacy. Bud knows every employee personally and is appreciative of the work that we all do.
Email Christy and congratulate her on her selling successes at cwilson@cromwellradio.com
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