Chris,
When I first started 6 years ago cold calling was at least 50%, but now I have quite a list of 'regulars' and so it's down to about 10%. I sell for a small-market station and so I work with many accounts, like 200 annually. I believe that's a lot for the industry.
I would not mention your interest in programming during the interview. I wouldn't even bring it up in the near future. If I was the interviewer and you mentioned it to me, I would think to myself, "I thought you were applying for a sales job". However, if you really want to pursue both positions, move to the country and work for a small-market station like me. I am Sales Manager, IT Manager, On-location engineer, Staff Therapist, and on occasion, Errand Boy.
-Paul
The answer to your sales questions is a tough one to give....I think it really depends on the market and the circumstances. Is the position they are interviewing for a additional rep or a replacement? If you dont know for sure.. ask! Replacement should offer you a bit of an established sales list--- an additional is going to be a ground up list.However any new rep is going to be expected to make lots of cold calls, its the nature of the business. But a cold call is only a cold call the first time!
My suggestion would be to ask all of those questions in your interview. Show as much interest in the position as you can.
Coming from a healtcare industry background.. that could help you target those businesses for advertising. You know thier business as well as they do... use that knowledge to make yourself some money!
Good Luck!
Hi Chris,
I just got out of radio sales after being in it for about 4-5 years. I am also in the process of getting my MBA. A lot of the questions that you are asking are dependent on many factors including what market you are in, and if you get a list or not. One of the main reasons that I got out of it was because after about 4 years experience I started for a new station, new company, new city, in a new business development role and felt that I was spending about 80% of my time either prospecting or cold calling (which I can't stand), and was not getting to do as much on the marketing/creative/strategic side. I worked for CBS and received a guarantee for a period of time...but it will become commission + draw after x amount of time (depending on what you negotiate). I would recommend, especially since you have sales experience and an MBA, that you do not take the position unless they give you a decent list. You will still need to do business development, but you will have a more stable income from the start with a list. Also, I highly doubt that your MBA status will help you in this position...although the knowledge that you gained from it may help with certain clients. MBAs in media/entertainment are not necessarily needed, but are more helpful in corporate positions--at least from what I have seen in radio. Also, don't mention your interest in programming....that is a difficult transition to make. You probably have a more likely chance of getting into programming by not starting in sales. I've seen this done before a couple times, but I think they started on the programming side and then added sales to their plate.
Good luck!
Julie
Hey,
I sent you a message on linkedin with some info.
Good Morning Chris,
To answer your questions, I have to say in my experience, You need to plan to schedule meetings with as many companies as you can on any given day.
Scheduled meetings are a plus!!! for me, they are the first foot in the door! It also shows a potential client that you respect their time and space, and it is saying to you they already have some interest... I try to have at least 1 scheduled meeting a day plus my cold call list of 10 or more.
Cold calling and how many??? On any given day, my list is never under 10 cold calls a day, even if some are follow up from my weeks before list.
Be willing to meet with a client on the weekends and in the later evening hours if it fits their schedule better. This will sow them you are their for them and are willing to go the extra mile to do business with them.
Advertising sales can be very hard right now but, at the same time it will depend on you and the relationships you build with your business community.
As far as programming??? It will depend on the station and their needs... I would never sale myself short! If that is where your interest truly is, go for it! let them say no, or maybe "YES" what could it hurt... You will show that company that your not scared to challenge yourself and you have a willingness to learn!!!
Good luck in your search for the right career and if you do deside to take on the world of radio, remember this! sales is a very tough business no matter the product, it is a dog eat dog world... Educate yourself on your community business owners and let them get to know you! sale them YOU first! Sale them only what you know will work for them and what they can afford and you will build a reputation of being there for the business and not just yourself!!!
Good Luck!!! And I hope this has helped.
Jessie Smith
WWJM 105.9 The Mix
New Lexington/Zanesville Ohio
Chris: I tried looking at other replies before writing my own. You say the position is with CBS. If it's with the corporation I think other responders are correct. Keep the focus on sales. I think you have great prep with your MBA and sales. You just have to adjust to selling an intangible, that is to say 30 or 60 seconds of time. They don't get their order of pills, etc. As what amounts to the position of an outside contractor you have to make sure the client knows you serve them first and always. This doesn't always sit right with Sales Managers but if they don't believe in you as well as your product you're sunk. I spent 17 years on air and 22 years in sales and you need to build your client base and trust.
As to cold calls a lot of that is determined by your organization. Some places say that you need "X" number of cold calls a day or week. Others say that you set aside an hour or so a day for nothing but cold calls. I think it works best in your larger markets because in a really small market like ours you can run out eventually. Like one of your other responders I eventually got to a point where I needed to spend time with my base. Like her I had about 200 businesses on my list and probably a fourth of those put out 70% of the revenue. However, you never know when that small account will shoot up.
I also believe that radio is something that gets into your blood and you reach a point where you're more than just as salesperson, you're an informed advocate.
Good Luck!!
