Radio Sales Café

Today's successful Account Executives believe themselves to be marketing consultants, not just spot sales people. They seek to understand their clients' needs and to create solutions to these problems. They advise their clients on many phases of their marketing, not just radio and television.

These sales people share certain traits in common.  Let's take a look at the attributes of the Best of the Best:

1. They are risk takers: The super-sellers innovate and stay our of their comfort zones by trying to surpass their previous levels of performance.
2. They have a powerful sense of mission: They set short, intermediate and long-term goals which are higher than the quotas set by managers.
3. They are problem solvers: They solve their client's problems and they recommend their station only after they have identified a client's needs and included them in developing a solution.
4. They form partnerships: They view the customer as a partner rather than as an adversary.
5. They can deal with rejection: They see rejection as information they can learn from.  Mediocre sellers personalize rejection.
6. The mentally rehearse each call: They visually preview each stage of the call from the handshake to the questioning process to the close.
7. They exchange information: Rather than present products, they exchange information with their clients.
8. They are a resource: Top billers act as a resouce to their clients, providing ideas and experience. They are perceived by the customer as an advocate of their needs.
9. They are enthusiastic: Top billers believe in their product. Selling is the transference of enthusiasm from the salesperson to the customer.
10. They are reliable: A top biller does what he says he will do, when he says he will do it.
11. They are members of the Extra-Mile Club: Top billers do more than their customers expect. Remember: A little extra gives big rewards!