Sales Associate Program Presented By:Shawn Morris Manager of Talent Development

Sales Associate Program The Principal Problems to be solved: Too many rookies don’t succeed. Too many veterans are no longer as successful as they were in former years. Today’s young people are different from the cohorts who went before. Over the years, turnover of sales rookies at Cox Media Group San Antonio alone has resulted in considerable amount of lost compensation-guarantees each year, without even taking into consideration the costs of hiring, training, benefits, and damaged client relationships. The Secondary Problems to be solved: Salespeople always say they don’t have enough time to prospect. When sellers get around to prospecting, they do a poor job – they rush the process and end up selecting Target Accounts not by their value or potential, but rather by whether they can get an appointment easily or not. Once veteran sellers get in front of a good prospect, they often do a relatively good job with the CNA and with providing custom solutions.

Sales Associate Program The Solution: Stop hiring rookies. Only experienced Account Executives will deal with clients. Sales Associates will do active prospecting for firms that appear to fit the Ideal Customer Profile and will create appointments for Account Executives. The following diagram is helpful in understanding the new paradigm: FIND APPROACH DEFINE SOLVE FULFILL PRESENT Mostly Science Principally the responsibility of Sales Associates Mostly Art Principally the responsibility of Account Executives

Sales Associate Program The Program: CMG San Antonio has three sales departments, headed by 2 GSM’s. The Manager of Talent Development will be placed in charge of the Sales Associate Program. The MTD is responsible for hiring, recruiting, developing, and overseeing all Sales Associates. Sales Associates must meet the same talent standard as any other salesperson (ASI). Once an SA is hired, they go through a comprehensive training program that includes 3R Selling, Radio 101 training and training on all of CMG San Antonio’s assets. The training puts very strong emphasis on FINDing ideal customers. Once a valid prospect is identified they move into the APPROACH stage. Once the appointment is set, the MTD and GSM’s determine which AE is the best fit for the prospect and that seller takes it from there. Goals set: o All calls are logged. SA’s are expected to make 100 appointment-setting calls per week. o Their work is expected to result in 16 high-quality appointments each month. o Three SA’s thus can create 48 excellent appointments each month.

Sales Associate Program Benefits of the Program: A sales support staff that is motivated to do well, work hard and learn. An increased likelihood of succeeding in their first year of outside sales. A stronger loyalty to the company and sales managers. An Account Executive who is more compassionate to the support staff and will more eagerly participate as a mentor to the current generation of sales associates. An Account Executive (and sales staff) that takes a longer term view of broadcast sales as a career. How SA’s will be recruited: The qualifications, interests of candidates (Interest, desire and passion for sales) Networking, Referrals and Recruiting (Getting in with College of Business at all local campuses) Interviews (Both inside and outside of the building)

Sales Associate Program Summary: The SA Program will begin as soon as we find the 3 best qualified candidates. SA’s will be put through a 3-month training course where they will meet everyone in the building while they work on the 3R’s of Selling and book reports. This training will be held every day of the week and will periodically include different guest speakers (specialists). At the end of the 3-month training, we will hold individual evaluation meetings with each SA to let them know how they are progressing. These meeting will be set on Day 1. Months 4 through 6, SA’s will be finishing up with 3R’s of Selling and they will set appointments for Account Executives. At the end of month 6, we will hold individual evaluation meetings with each SA to let them know how they are progressing. During this time, we will be able to decide the direction that each SA is going. We will also begin to recruit for the next round of SA’s during this time.