Loyd Ford

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.

The best radio sellers understand something average sellers miss: Your selling day is too valuable to spend getting ready to sell anything.

Local radio sellers fight procrastination most effectively by treating it as a revenue problem, not a personality problem.

More recently, we have in a variety of ways expanded to other offerings and struggled around the words radio, media, audio and other ways to describe our business. Digital has also led radio down a path of ever shrinking profit centers. I’m not “against digital,” but I do encourage our local radio clients to focus on profit center.

The best salespeople don’t just sell advertising. They solve problems.

Local radio sales can feel like driving through fog. You know what is billing today, but next month looks less certain. When current accounts demand attention, prospecting becomes something you promise to do later. Then later arrives with a revenue hole.

Reach Alert the contact system the City of Benton currently uses to call residents to let them know about water main breaks isn’t getting the messages

Cheryl Bell Invasive ductile carcinoma, three words that really don’t just roll off the tongue. They are heavy, even frightening.

Sales growth requires more than asking your team for bigger numbers. It requires leadership that helps individual sellers become prepared, productive, and effective at building relationships.