Thanks to RSC member Paul Kaminski for bringing this Radio World article by Mark Lapidus to my attention. Paul noted, "The focus is on education/training and is a wake up call for those who sell radio."
Are Your People Posers or Professionals?
by Mark Lapidus
Radio World, 06/20/2014
It has become common practice for radio stations to portray their ad sales people as “media sales consultants.”
This exotic title is printed on business cards and lauded as an advantage to potential clients. After all, the reasoning goes, if we’re selling radio, digital, mobile and social, then our sales people are not just “radio account executives” anymore.
What’s missing? The education and training necessary to back up the boast that we are indeed media sales experts.
To read the article, visit: http://www.radioworld.com/article/are-your-people-posers-or-professionals--/270986#sthash.czoLd8zV.dpuf.
