Matt Sunshine, Center for Sales Strategy: "Radio Needs To Start Playing Offense Instead Of Defense"

With advertising budgets expected to keep growing in future years, as the pie expands, how does radio capture more than its fair share?

Matt: Radio sales management and sales people need to establish themselves as experts (thought leaders) when it comes to getting clients results. Most are seen as product peddlers; some are seen as consultants who want to advise you; and the elite are seen as experts in getting results.

As advertisers continue to ask tougher questions, the gap between product peddlers and elite performers is only going to grow. As the saying goes, you're only as strong as your weakest link, so what's your advice?

Matt: Radio needs more elite performers. This means developing a best-of-class recruitment and selection process, committing to selecting not just for experience or personality but rather sales talent and then committing to on boarding, training and establishing a customer focused sales culture.

Beyond what's happening at the station level, where do you see the industry overall?

Matt: Clearly, radio works. It's a proven solution that entertains listeners and gets results. Radio does need to do a better job of marketing itself. Radio is so busy playing defense when it should be playing offense. Radio needs to consistently tell the story of success. I think what the radio market did in Chicago is a great start.

The drive time on-air roadblocks with 40+ stations organized by the Radio Broadcasters of Chicagoland that highlight key advertisers is a great example of groups working together instead of undercutting each other to get on the buy. How can radio break away from accepting low-ball offers to sell last-minute inventory?

Matt: Increase demand! Simple answer, but the solution is not a quick fix. It takes a commitment to making sure you have sales managers that know how to coach and develop sellers; it takes sales people who have the talent for broadcast sales and are willing to put in the effort it takes to execute the training they receive at an elite level.

Of course it takes setting the right expectations and then being held accountable to hitting the number. The company has to invest in hiring the right people (sales management and sales people) and then giving them the training they need to execute their plan correctly. Lastly, it takes leadership. There is no quick fix or fad diets here. This is about knowing what to do and then executing at an elite level.

Let me also mention, the word 'fix' implies something is broken. We're really talking about constant improvement. In fact, I'm glad that we spend a lot of time working on ways to improve what we do. That's a good thing! This is not a 'set it and forget it' type of business, which means a good balance of sticking with what's working but also not be afraid to try new things to improve results.

Anyone can tell you why it can't be done; the best leaders show you how to get it done.

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Thanks for reading and working each day to drive radio forward.