Radio Sales Training
According to the Radio Advertisement Bureau, there are about 11,000 advertising-supported radio stations across the United States. This figure shows the important contribution of radio advertising executives to maintaining radio broadcasting growth. Because these executives are the front-liners in selling advertising airtime, how they are trained is crucial in determining their productivity and work efficiency. Radio sales training has evolved over the years into something more comprehensive, relevant and interactive.
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Levels
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There are different levels of radio sales training depending on the broadcast company’s purpose and the advertising agent’s sales experience in the industry. The first type is the sales foundation training for the newly hired sales executives. This training teaches them radio marketing concepts and related advertising skills. There is also advanced training intended for experienced staff. This training focuses on increasing revenue by understanding the role of radio in the fast information age. There can also be customized workshops and seminars for more specialized advertisement target industries, such as auto sales or retail, according to the Local Broadcast Sales website.
Content
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Selling advertising for a radio station is different from selling furniture or other consumer items. That is why radio sales training not only enhances selling strategies, but it also cultivates creativity. The training will teach radio sales agents how to create commercial messages and themes for prospective clients. Because airtime advertising does not end in just closing the deal, the training also involves proper development of advertisement content, organization of commercial schedules and developing of a marketing plan. The training will guide sales executives on how to turn a simple product or service into an effective marketing campaign that maximizes the power of radio persuasion and reach, according to Arbitron.
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Formal
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Radio sales training can be formal and set up like a classroom. The employees may take a training package developed by the radio company. In some cases, consulting firms or organization are contracted to conduct the training. Examples of such organizations are the Radio Advertising Bureau and Local Broadcast Sales. The training would be loaded with practical application of concepts. Such training includes group role playing, call simulation activities and oral presentations, according to Local Broadcast Sales.
Informal
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Informal training can occur while the trainee is doing the job. In most cases, the new advertising agent is going to be coached and managed by an experienced sales manager or supervisor. This training involves one-on-one supervision and may include field training. The new agent learns firsthand how to conduct meetings with clients and how to research and design an advertising format that will appeal to the target radio listeners.
Online Training
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Online training or webinars are usually a package offered by independent broadcast sales consultants and organizations to radio broadcast groups. There are also radio sales gurus who provide courses via the Internet for aspiring sales agents. Online courses may not only be a cost-effective training alternative, but they also allow sales executives to keep their focus on actual street selling. Online courses target media synergy, which refers to not treating other media outlets, particularly the Internet, as competition but as complementary tools to promote radio advertising, according to Local Broadcast Sales.
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References
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