10 Questions with ... Mick Green
September 23, 2014
BRIEF CAREER SYNOPSIS:
I spent 15 years in Europe as a singer/songwriter/musician, and was fortunate to play with some of the best in the world, including members of Traffic, The Moody Blues and The Rolling Stones. On returning to the States, I discovered that old musicians never die, they become advertising executives! I began by writing and producing jingles for both local and national clients, including Ben & Jerry's and Budweiser. I was drawn into sales, and fortunate to be trained in solution-based sales with Learning International and Gerry Tabio at Creative Resources. My first year in sales, I won the New Business award at Burlington Broadcasters. Moving to Clear Channel/Vermont, I was promoted to LSM, GSM and finally DOS. At Bend Radio Group in Oregon, I led the sales team to a 33% increase in market share, to become the market revenue leader for the first time in BRG's history. I'm currently looking for a company where I can make a contribution.
1) What do you do to maintain a positive mental attitude and stay motivated?
I continue to use my writing and production skills on a daily basis, which keeps me sharp, and ready to take up my next assignment. I stay current on changes in the industry, and communicate with many of the folks I've trained. Seeing them be successful is rewarding, and reminds me that I'm a valuable radio professional!
2) How are you occupying your time, besides looking for a job?
I'm learning to edit and produce video, and improving my audio production skills. Anything that helps me continue to develop is a good use of time.
3) Do you plan on sticking with radio?
Yes, though I'm open to opportunities in other industries. I'm a radio avid, and have learned how to help clients and reps alike succeed. That said, my sales training and group management skills would also be relevant and valuable in other business categories.
4) What's the best way to get your foot in the door?
Being diligent in doing research before writing a cover letter helps me to submit applications that are relevant, and demonstrates the kind of conscientious approach that I emphasize when training reps.
I always send references, so that potential employers can see the opinions of the people I've worked for and with, which attest to the quality (and quantity) of work that I do.
5) What is the next job you'd like to obtain?
I'm looking for a company that is client-centric, and where my skill sets can make a difference. Training, managing and leading by example are what I enjoy most, and I'm looking for an opportunity to help both clients, and the people I manage be successful.
6) How are you finding the "courtesy level" at places you've applied? (Callbacks, e-mails, rejection letters, etc.)
Though I've been fortunate to get a fair number of callbacks and interviews, few places I've applied to actually acknowledge receipt of resumes and cover letters. Those that do really stand out. I understand that employment law now makes it difficult for companies to say anything substantial in rejection letters. I think this experience will help me to improve my own processes as a hiring manager.
7) With consolidation there are definitely fewer jobs. How do you separate yourself from the pack?
I have an unusual combination of skills, from writing and producing commercials, to training and managing high performing teams, as well as finding new, viable ways to grow revenue. I also have a well documented track record of exceeding revenue budgets, and helping the companies I work for to be successful.
8) What has been your biggest career accomplishment?
At Bend Radio Group, I inherited a talented, but untrained sales team, with only two experienced radio reps. We were competing with a group that had been the market revenue leaders for over a decade. With consistent training, good ideas and hard work, we took over the top spot for the first time in the company's history, exceeding budget all three full years of my tenure. The sales team became radio experts, and enjoyed coming to work every day.
9) What do you miss most about radio?
I miss the satisfaction I get from being useful, both to external and internal clients. For me, radio is about good ideas, and I spend significant time at work helping to devise strategies and tactics that work. I miss the excitement that comes with watching progress to goals, and achieving them. The least? I don't miss the days leading up to long weekends, when logs and production are backed up, and everything's typically being done at the last minute. I don't miss the huge backlog of emails and work that are always waiting after taking a vacation abroad!
10) Having been through all you have dealt with in this biz, what advice would you give people trying to break in?
First, find a company that truly believes in training their people to do good work. The old model of handing new reps a phone book, and having them ride around with other reps is a poor way to start a career. Second, take the initiative to learn as much as possible, not just about radio, but about all the business sectors that can benefit from radio advertising. Find ways to become a resource for clients, provide value and spare no effort. Good radio reps succeed by helping their clients to achieve their goals.
Your favorite new diversion is...
Editing video, which like doing good radio, is about conceiving and executing creative ideas !