1. Underwriting Sales Management
Presented by
Kurt Mische – KLVX Las Vegas
Jim Taszarek – Public Radio Partners

2. Stations PRP Represents
Phoenix
Nashville
Seattle
Las Vegas
Austin

3. PRP Employees Principals Kirk Nelson Jim Taszarek 25 Employees
Combined, over 200 years of
marketing experience
sales experience
corporate support experience

4. Track Record of Sales Growth
Year %
Year %
Year %
Year %
Year %
Aggregate billing performance for each year in a
market

5. Underwriting Sales Philosophies
Underwriter
Product
Sales Management

6. Underwriter Expectations
Underwriters are:
Primarily looking for marketing value
Marketing value with our listener types
With an appreciation for supporting station

7. Non-Commercial Nature
Public Broadcasting’s
Quality Programming
Non-commercial nature
Are what the audience and underwriters value
Respect and protect that nature in order to
make underwriting a significant and sustainable
revenue source

8. Business Levers A Business School Term for: Those few things
That significantly impact results
And are within your control

9. Levers for Underwriting
People
Inventory
Ratings

10. Underwriting Sales Philosophies
Underwriter – Provide Marketing Value
Product – Protect Non-Commercial Nature
Sales Management – Focus
People
Inventory

11. Foundation For Television Growth
On-air environment
Traffic system
Production

12. On-Air Environment That showcases local underwriters
Improves the marketing result of underwriting
Attracts the buying community to the station

13. Traffic Software A traditional television traffic software system
Which creates the ability to offer schedules that meet underwriters’ needs
Allows the station to manage inventory
Allows account information to be managed effectively

14. Production Professional and quick turnaround option
Resolving underwriter concerns that they can’t afford television
Improving the on-air look of underwriting which makes it more appealing
Capturing quick turnaround event revenue (such as performing arts)

15. Foundation For Growth
On-air environment
Traffic system
Production

16. Key Processes
People
Sales
Sales Management
Inventory Management

17. PRP Sales Process Step 1 - Prospect Step 2 - Needs Evaluation
Step 3 - Presentation
Suggested Schedule
Recommended Copy
Step 4 - Follow-Up
Step 5 - Extend Relationship

18. PRP Sales Management Process
Annual & Quarterly Department Strategy
Monthly
Sales Training
Projection System
Weekly
On-going Coaching on Sales Process
Individual Meeting
Sold, Selling, Missed
Collecting, Collected

19. Projection System Projection Worksheet
Rep assists in establishing monthly quota
Projects rep expectation
Manager coaching tool
Establishes long-term pacing information
See your work progress, or flow easier
Excellent working doc
Creates great historical information

20. Projection Worksheet

21. Projection System Quota Worksheet
Establishes monthly quotas for department considering multiple points of reference
Helps to project department inventory demand
Helps with station pricing
Communication with station
Training topics

22. Quota Worksheet

23. Quota Worksheet – cont.

24. Projection System Goal Meeting Report
Projects revenue pacing for next three months
Clues for pricing inventory
Adjustments for immediate needs
The “why’s” of success and losses
One-on-one with your manager

25. Goal Meeting Report

26. Goal Meeting Report - Cont.

27. Projection System Recap
Projection Worksheet
Quota Worksheet
Goal Meeting Report
Helps establish monthly quota with generous rep input
Establishes monthly quotas considering various information
Coaching and Projects Potential Demand

28. Benefits Sales Management Process
Help you effectively coach your sales reps
Maintains a professional sales approach
Understand the effectiveness of your sales department
Standards of Performance Indicators
Benchmarks
Provide good information for forecasting
Adds “real” value to your selling efforts

29. Questions?