2. Training the Trainers Sales Development Tips from the RAB

3. 1,814 GRADUATES TO DATE RAB Radio Training Academy

4. Your sales people may not know as much as you think they know! Your sales people may not know as much as you think they know! Reality Check!

5. What Sales People Have Told or Shown Us They Want and Need To Know

6. How Do I Get Organized

7. Typical Daily Activities 4 Prepare proposals 4 Make presentations 4 Prospect new business 4 Conduct CNA’s 4 Write copy 4 Return phone calls 4 Thank-you notes 4 Co-op / funds research 4 Get a life! 4 Prepare proposals 4 Make presentations 4 Prospect new business 4 Conduct CNA’s 4 Write copy 4 Return phone calls 4 Thank-you notes 4 Co-op / funds research 4 Get a life! 4 Plan & organize 4 Sales meetings 4 Collections 4 Service clients 4 Make appointments 4 Pick up tapes 4 Do computer runs 4 Industry research 4 Self-education

8. The Most Important Daily Activities...  Asking for $$  Prospecting  Servicing  Asking for $$  Prospecting  Servicing

12. A Winning Schedule è 6:30AM Education/self improvement è 7:30AM Paperwork, phone calls è 8:30AM Face-to-face selling time è 4:00PM Pick up tapes, etc. è 4:30PM Phone calls, paperwork, turn in orders. è 5:00PM Write presentations, review, plan è 6:30AM Education/self improvement è 7:30AM Paperwork, phone calls è 8:30AM Face-to-face selling time è 4:00PM Pick up tapes, etc. è 4:30PM Phone calls, paperwork, turn in orders. è 5:00PM Write presentations, review, plan When are you scheduling sales meetings? Good schedule?

13. When Are Sales Made? Source: Walter Hailey

14. “How do I set realistic goals ?”

15. How Much Do You Want to Make?

16. “I hate filling out call reports!”

17. Call Plan / Reporting System

18. “What’s the best way to prospect?”

19. l Existing radio advertisers l New radio converts l Existing radio advertisers l New radio converts Monitoring the Competition Never bad-mouth the competition! Never bad-mouth the competition!

20. l Internet l Classified Ads l Trade Pubs l Yellow Pages l Tip Groups l Newspaper l Internet l Classified Ads l Trade Pubs l Yellow Pages l Tip Groups l Newspaper l Referrals l Mail List Brokers l Fairs Trade Shows l Legal/Biz. Papers l Zoning Variances l Chamber Prospecting: Where to Look!

21. How to Value Prospects!

22. “I hate trying to get appointments!”

23. Getting Appointments l Why should the prospect meet with you? Make a list of benefits Make a list of benefits l The longer the conversation goes, the less chance you have of getting the appointment! l Tell prospect: – Who you are – Who you’re with – What you do – Purpose of the call – Ask for the appointment* l Why should the prospect meet with you? Make a list of benefits Make a list of benefits l The longer the conversation goes, the less chance you have of getting the appointment! l Tell prospect: – Who you are – Who you’re with – What you do – Purpose of the call – Ask for the appointment*

24. u u Who you are:   I’m Bill Smith u u Who you’re with: Õ Õ I’m a broadcast marketing specialist with WRAB Radio... u u What you do: Õ Õ I specialize is creating successful advertising programs for retail businesses here in... u u Purpose of the call:   I’m calling to arrange a time for us to meet to determine if I can be of benefit to you and your business... u u Ask for the appointment Õ Õ Could we meet next Wednesday at 2:15 PM? u u Who you are:   I’m Bill Smith u u Who you’re with: Õ Õ I’m a broadcast marketing specialist with WRAB Radio... u u What you do: Õ Õ I specialize is creating successful advertising programs for retail businesses here in... u u Purpose of the call:   I’m calling to arrange a time for us to meet to determine if I can be of benefit to you and your business... u u Ask for the appointment Õ Õ Could we meet next Wednesday at 2:15 PM? The Process

25. Get the prospect to spend time on a CNA? How?

26. Do Your Homework “Tell me about your business.” “Tell me about your business.”

27. Do Your Homework  Learn about the industry.  Know prospect’s market situation.  Develop questions to ask. *  Learn about the industry.  Know prospect’s market situation.  Develop questions to ask. * q “   ”

28. Control    control.    control.                              control.    control.                          

29. Artful Questioning s It’ not what you say, it’s what you ask! s Ask SMART questions. s “Who, What, Why,Where, How, When” s Go long and go deep. s“Tell me more…” s It’s not about you, it’s about the prospect!* s It’ not what you say, it’s what you ask! s Ask SMART questions. s “Who, What, Why,Where, How, When” s Go long and go deep. s“Tell me more…” s It’s not about you, it’s about the prospect!*

30. “Features vs benefits? What’s the difference?”

31. Feature: Attribute of your station from your point of view. Usually begins with “we” Benefit: Attribute of your stations from the prospect’s point of view. Always begins with “you” Feature: Attribute of your station from your point of view. Usually begins with “we” Benefit: Attribute of your stations from the prospect’s point of view. Always begins with “you” Features vs benefits... what’s the difference ?

32. “I don’t know how to write a good proposal?”

33. ► Are focused on the client. ► Approach matters from the client’s point of view. ► Identify and stay focused on client objectives. ► Establish credibility through category & consumer research. ► Position radio and your station as the logical choice. ► Are focused on the client. ► Approach matters from the client’s point of view. ► Identify and stay focused on client objectives. ► Establish credibility through category & consumer research. ► Position radio and your station as the logical choice. The Best Proposals

34. 2 Advertising objectives 2 Competitive advantages / disadvantages 2 Consumer research 2 Media analysis 2 Why radio 2 Why your station(s) 2 Creative strategy 2 Plan summary 2 Schedule and investment 2 Advertising objectives 2 Competitive advantages / disadvantages 2 Consumer research 2 Media analysis 2 Why radio 2 Why your station(s) 2 Creative strategy 2 Plan summary 2 Schedule and investment Proposal Components

39. Prepared exclusively for: Mary Smith Media Planner Brown Advertising Prepared exclusively for: Mary Smith Media Planner Brown Advertising A Custom Marketing Program for Acme Computer on Charlie Jones Account Executive Office: 123-456-7890 Cell: 123-456-78909 E-mail: cjones@hot.com

42. “Why are there certain accounts I just can’t seem to connect with?”

43. What’s needed for a buyer to say “yes”? l Trust l Respect l Confidence * What’s needed for a buyer to say “yes”? l Trust l Respect l Confidence * Understanding Buyers In order to say “yes” the buyer must be comfortable with the relationship! In order to say “yes” the buyer must be comfortable comfortable with the relationship!

44. Understanding Buyers Relationships built on combination of l Substance Style Style Relationships built on combination of l Substance Style Style Everything we do represents a combination of substance and style.

45. Analytical DriverDriver AmiableAmiableExpressiveExpressive CONTROLCONTROL EMOTE ASK TELL Understanding Buyers

46. “How do I make great presentations?”

47. 2 Focus on the prospect – not the station 2 Establish clear advertising objectives 2 Solicit agreement on each major point 2 Keep the prospect focused on t Objectives t Problems 2 Clearly demonstrate station benefits as they relate to the prospect’s objectives 2 Engage the prospect during presentation 2 Strive for feeling of collaboration & partnership 2 Focus on the prospect – not the station 2 Establish clear advertising objectives 2 Solicit agreement on each major point 2 Keep the prospect focused on t Objectives t Problems 2 Clearly demonstrate station benefits as they relate to the prospect’s objectives 2 Engage the prospect during presentation 2 Strive for feeling of collaboration & partnership Great Presentations

48. “I’m pretty good at overcoming objections?

49. 2 Address, don’t Overcome objections 2 Remain calm and relaxed. 2 Show respect and use diplomacy. 2 Uncover the real question / concern. 2 Check your ego & emotions at the door. å Remember: The prospect is questioning your proposal, not rejecting you ! 2 Address, don’t Overcome objections 2 Remain calm and relaxed. 2 Show respect and use diplomacy. 2 Uncover the real question / concern. 2 Check your ego & emotions at the door. å Remember: The prospect is questioning your proposal, not rejecting you ! Handling Objections

50. 1. Acknowledge: “It sounds like you have a concern about...” 2. Clarify: “Tell me why you feel that...” 3. Bring down the Wall: “I want to make sure I understand your concerns about …” è Encourage the prospect to talk. ò “Tell me more.” è The more she talks, the lower the wall becomes. 4. Calm and Disarm: “I can certainly understand why you might feel that way…” 5. Review: “You’ll recall we’ve agreed that…” è Review the key points of your proposal. è Review the benefits you bring to the table. 6. Ask for the Order: “So if you’ll initial here, we can get started next Monday as proposed.” 1. Acknowledge: “It sounds like you have a concern about...” 2. Clarify: “Tell me why you feel that...” 3. Bring down the Wall: “I want to make sure I understand your concerns about …” è Encourage the prospect to talk. ò “Tell me more.” è The more she talks, the lower the wall becomes. 4. Calm and Disarm: “I can certainly understand why you might feel that way…” 5. Review: “You’ll recall we’ve agreed that…” è Review the key points of your proposal. è Review the benefits you bring to the table. 6. Ask for the Order: “So if you’ll initial here, we can get started next Monday as proposed.” Handling Objections

51. Your Job: l Hire right l Provide good initial training l Establish good systems l Hold sellers accountable l Foster team spirit l Show support l Reward individual accomplishment l Hire right l Provide good initial training l Establish good systems l Hold sellers accountable l Foster team spirit l Show support l Reward individual accomplishment

52. Coaching: l The ability to help others improve performance to each individual’s maximum ability l Development is incremental l Improvement should be continuous l Process must be supportive l The ability to help others improve performance to each individual’s maximum ability l Development is incremental l Improvement should be continuous l Process must be supportive

53. Training Tips: l Ask them what they want / need  Sellers must see relevance l Train to reinforce or modify behavior l Establish skill / result relationship l Prepare and practice your training skills  Behavior that can’t be practiced can’t be learned  Behavior that can’t be measured can’t be enforced l Ask them what they want / need  Sellers must see relevance l Train to reinforce or modify behavior l Establish skill / result relationship l Prepare and practice your training skills  Behavior that can’t be practiced can’t be learned  Behavior that can’t be measured can’t be enforced

54. l Limit content l Show them exactly what you want l Communicate skill / result relationship l Test for skill comprehension l Role play to reinforce / modify behavior l Limit content l Show them exactly what you want l Communicate skill / result relationship l Test for skill comprehension l Role play to reinforce / modify behavior Training Tips:

55. Great Role Play l Make role play safe and fun l Group participation and feed-back l Positively reinforce the good things l Constructively correct areas for improvement l Concentrate on progressive improvement, not just ultimate skill mastery l Make role play safe and fun l Group participation and feed-back l Positively reinforce the good things l Constructively correct areas for improvement l Concentrate on progressive improvement, not just ultimate skill mastery

56. Evaluate Your Training l Did they like it? l Did they learn the material? l Are they using what they’ve learned? l Did behaviors change? l Were desired results achieved? l Did they like it? l Did they learn the material? l Are they using what they’ve learned? l Did behaviors change? l Were desired results achieved?

57. 2 Don’t assume what they know. 2 Do a knowledge and skills assessment. 2 Make in-house training a priority. 2 Ride with and coach your sellers. 2 Invest in additional outside training. 2 Let them know you care about them more than you can about any single sale! 2 Don’t assume what they know. 2 Do a knowledge and skills assessment. 2 Make in-house training a priority. 2 Ride with and coach your sellers. 2 Invest in additional outside training. 2 Let them know you care about them more than you can about any single sale! Final Thoughts