Loyd Ford

The most powerful radio sellers are not the ones who talk the most about their station, ratings, package, or price. The most powerful radio sellers make the advertiser feel understood.

In a special called meeting last Thursday, July 2, 2026 Marshall County Fiscal Court accepted a $413,000.00 state grant which will be used to pave Big Bear Highway.

Local radio sellers often chase the obvious money: Annual contracts, agency buys, car dealers, hospitals, banks, concerts, home services, and long-term advertisers who already understand radio. I don’t blame them. That business matters.

While it may not be chiseled into stone tablets or the subject of a Charlton Heston movie, there are ten commandments your sales team should follow to drive revenue growth. Unlike the original ten, breaking these won’t get you smote, just outsold.

There is a major difference between pushing sellers to hit a number and leading them toward success. Nick Saban

You are standing in front of a client, walking confidently through your presentation, when they stop you. “There’s a mistake on this slide.” Your heart drops. For one painful second, everything feels louder: The room, your breathing, the silence.

Yeah, yeah, yeah. We all know “ The more people you see, the more people you sell.” But local radio selling was never meant to happen entirely through email attachments and texts. Radio is a relationship business, and relationships grow faster face-to-face.

If you want to increase your value in radio sales, stop focusing only on meeting expectations. Start thinking about becoming the person who consistently exceeds them.

The best radio sellers do more than talk well. They notice things. They listen for patterns in what advertisers say, what prospects avoid, what customers repeat, what industries are growing, what objections keep appearing, and what successful clients have in common.

Success in sales tends to come down to one word: Momentum. Everyone knows it. Unfortunately, the focus often drifts elsewhere.