Radio Sales Café

We really enjoyed the stories that were submitted in response to last week’s Friday poll -- many thanks to those who posted! But since we were hoping to get more replies, we’re going to run the question again this week, rewording it slightly: What is the “scariest” (i.e., the most awkward, embarrassing, nerve-racking, intimidating, or otherwise uncomfortable) moment you've ever experienced in your radio sales career -- and how did you handle it? Our favorite story wins a coveted Giggle Stick! So what are you waiting for? Post your bone-chilling experience below. :-)

This subject hits home with me because I have something that happened pretty recently...

The manager that I work for took over a new station and brought me on board to take over a specific geographical area. I was going into this area blind. I saw a need, did my homework, met with the President of the Retail Council, developed a program specific to that retail community's needs and proceeded to solicit the support of key businesses in the community.

The rep that preceded me had some questionable business ethics/tactics and did some serious relationship damage. I had no prior knowledge of this and neither did the new management.

When I started to approach other businesses in the community, I received quite a backlash. I will never forget the day that it all came down. It was the first time I had faced a situation like this. It was a very scary, icky feeling in the pit of my stomach. A whole community of businesses disliked and mistrusted me and the radio station I represented and they had no idea who I was, what I stood for, my field of expertise, etc..

This wrong doing from the past rep had a trickle down effect...starting with the wronged organization and going on down the line to each business that was approached and continuing on, by word of mouth, to many other businesses in that community.

Initially I was unprepared and didn't know how to respond. I talked it over with my manager and we decided the best course of action would be to take the "bull by the horns". We requested one on one meetings with the businesses/organizations involved (and there were several). We were able to meet with some, undo some of the damage.

I still have businesses that won't even give me the time of day. But I'm ok with that...because I did not take the easy way out. Because of that I have an excellent relationship with the businesses that I was able to work through this with. I also have faith that my good works will have a trickle down effect much the same as the past reps bad works did....it may just take a little longer:)

Easy one. I was in sales maybe 6 months and carrying of those big ol' hardcase Samsonsite briefcases in my left hand. Client stuck out his left hand, I stuck out my right and he switched and I shook his FAKE ARM! And couldn't completely cover my surprise. I was done before I started. Never sold a thing, but another rep went in 6 months later and got him on the first try.
And I don't know what a giggle stick is, but I bet it's illegal in Utah.....

Where shall I begin? A few years ago I was brought on as GSM for a 3-station cluster in one of the smaller radio markets. I was brought on as a "Selling Manager" with which I didn't have a problem. The cluster had 3 owners, one of whom was the "VP / GM". The owners held lists and accounted for 70% of the billing. The sales staff of 4 had absolutely no radio training (and some of them had been there for more than 5 years)! One of the AE's was a track coach for the local high school and was allowed to work 1//2 days during the season. One of the owners had clients running that hadn't paid an invoice for about 1 1/2 years! There are lots of stories to tell, but here are a couple that come to mind: A little back story - I had worked w/the VP/GM (I'll call him "Bob") prior to joining this cluster. I worked for a Modern Rock radio station and Bob was brought in as GSM. Under him I was promoted to LSM. My duties included training new AEs in basic radio, sales, and Arbitron. Bob left to take over as GM for the 3-station cluster and I stayed on at the Modern Rocker. I get a phone call from Bob. He rec'd an avail for a new Box Store opening in his area. His cluster didn't subscribe to Arbitron and he asked for help. Here's how part of the conversation went: Me: "Well Bob, the numbers aren't great." Bob: "They're asking for CPM. What's that mean?" Me: "That's cost per thousand." Bob - "You sure? I think it means cost per minute." This man is station GM...and an owner! I'm now GSM for Bob. He convinces the other owners to purchase a third market signal - a former Modern Rocker that was flipped to a Christian format. The original owner of the station ran it out of his garage. He had no jocks, no overhead, etc. He took the "dollar a holler" approach to selling spots. Our group gets the signal for a song and flips it back to Modern Rock. After 2.5 months it's still a slow sell and Bob convinces the others to flip the signal again, this time to Hot AC. Another 30 - 45 days pass and we have some billing on the station Bob has a brainstorm: "Let's charge $3 per spot!" Cut to: 3 weeks later Bob wants to have a 1-Day Sale - next week! But he has a genius plan: Bob: "We'll charge everyone $18 for 1 spot on all 3 signals or $6 per." Me: "Bob, you do realize were on the street at $3 for the Hot AC." Bob: "Oh...you're right. We'll drop the price back after the excitement of the 1-Day Sale passes!" I won't touch on the inappropriate behavior that took place among people in that office. I've seen a lot of good things in my time in radio...and I've seen a lot of bad. My experience w/this group definitely falls into the latter category.And the real scary thing - they're all still in business. The Modern Rocker/Christian/Modern Rocker/Hot AC station is now Country. Bob is now Owner/ VP / GM / GSM...and he joined the Morning Show as co-host.

Scariest...I don't know...weirdest...Yes! Walked into a car dealership showroom years ago...From across the room I heard the manager yell " There is that ....**##* from the radio station. Now this particular manager was mean by nature, My bet is... he never read "How to Win Friends and Influence People" but Daddy owned the dealership and some factory reps were hanging around...so my guess is...he was just showing off his "Power". I was fairly green and at that point dumbfounded. Well... I'm sad to say "weird" situations call for more "weird". So...I yelled back Yes it is...and how are you today? You...**##*. Silence........................... He stared at me for 30 seconds..."looks could kill" stare...then finally started laughing. He invited me to step into his office to discuss buying some ads on our station. He bought...when I got back to my car I could not believe what I had just done, my heart was pounding. Psychologists will say I learned a lesson...I did...However I do not recommend this tactic...cause at that moment in time...I was terrified at what I had just said to the owners son in front of everyone. Scariest for me Oh yea!...and the weirdest.

On my cell phone, all of my contacts have specific ring tones so when I'm on the road, I can identify the person with their tone. I set my mom's to a really annoying one of Larry the Cable Guy that got more obnoxious as it was allowed to ring.

One day, I was meeting with a pretty straight-forward client. I was so excited to be a part of this meeting and got there early. I doublechecked everything before going into their office from papers to my makeup - even making sure I had a couple of pens.

As we were in the meeting, we faintly heard something that kept getting louder and louder. Upon investigation, I realized it was my phone! I fumbled with it and couldn't get the phone to silence. It kept going and going until I voice mail picked it up. I tried to explain.

My client was laughing so hard- it actually helped to ease the tension and we had a wonderful meeting. That was four years ago and we still have a great working relationship.

Actually I've been blessed with good clients and good experiences, so I guess I'm an accident waiting to happen. I don't have one story that stands out, but for me the scariest experiences involved working with, er, connected businesses in a certain suburban market. (If you've seen any of the Godfather movies, you know what - and where - I mean.) BTW, in that market, you either worked with such businesses or - do I haveta paintcha pitchure? There was this one night club, a dinky little dive, that for some inexplicable reason booked all the top talent of the day. (Their tour schedule would be like, Las Vegas ... New York ...dinky dive ... Miami ...) The owner was a guy we'll call Vinny (not his real name; he had a kid that made Sonny Corleone look like an alter boy, and I don't want any trouble).Anyway, Vinnie was a great guy. Always wanted to give me a little extra sump'n sump'n for my superior service (like I'm going to give him anything but). Like a car. ("Don't worry about those holes; they'll buff right out.") But then, I guess because he was such a great guy, all his vendors always gave him a little extra sump'n sump'n, too. Then there was Sal (same, deal, except he had a daughter ...). Sal was away a lot on "vacation." Upstate. Anyway, I spent many an entertaining hour at his estate, where he threw the Best. Parties. Ever. The entertainment, inexplicably, was the same crowd that played the aforementioned dinky dive. Later I found out Sal was the tutti-frutti-di-tutti-capi. (Or something like that; I don't have my copy of The Godfather handy.) Good times then. Scary now.

I had been working with the district manager of a well-known insurance company and he told me he wanted a presentation from me to compare with presentations from other area Radio and TV stations.

I put my recommendations into a good looking proposal. I made an extra copy just in case my prospect had someone else that he'd want to share my presentation with. I went in at my scheduled time, told the receptionist I was there for my appointment with Rick and she said, "Yes, he should be ready for you right in there." I walked through the door she had pointed at and did my best not to show my surprise to see Rick and 27 of his insurance agents. Talk about having to think on your feet...or do a little broken field running, to use a football analogy! My years of experience in radio sales along with lots of stage time in musical theater and public speaking came in pretty handy that day. I made light of my underestimation when I had decided to make the extra copy, and we all laughed together. I used the available dry erase board to help illustrate my proposal to the room full of agents. I had no idea that they would see presentations from all the area stations in the same room on the same day and that there would be so many decision makers.

I don't think they ever knew how hard that presentation was for me. The happy ending...I got the annual order!

We have a winner! Thank you, everyone, for submitting your stories; we enjoyed all of them -- and since we couldn't decide on a favorite, we decided to draw a name at random. Annnnnnd the winner is (cue the drumroll) . . . Daryl P. McIntire! Congratulations, Daryl! Bet you never would have guessed that your encounter with that car dealership guy would net you not only the ad buy, but also a coveted Giggle Stick. Look for it soon, in a mailbox near you!

The hapless Dilbert has some experience in this field...