It’s not just high school and college students who are graduating in June. Radio sales people are too.
The Southern California Broadcasters Association says the organization has a record number of graduates of new, trained radio sales executives from its spring 2014 Southern California Broadcasters University sales training classes. Thirty-three new sellers from its member radio stations completed a “rigorous” 10-week sales course which began on March 31 and concluded on June 4, according to SCBA.
“A fully trained SCBU Radio Sales Executive can handle any client, any economy, and any challenge with confidence and credibility,” said SCBA President Thom Callahan.
The spring classes covered critical subjects today’s radio sales professionals need to succeed in a demanding profession, according to Callahan. Course material included building client relationships, digital selling basics, understanding PPM data, NTR selling skills, strategic selling, new business basics, and new business development. Courses were interactive with in-depth role playing based on everyday sales scenarios with complex sales challenges that required team homework and advance preparation from the students.
“The main goal of our SCBU sales training programs is to elevate the professionalism of all new radio sales executives in Southern California,” said Callahan. “That can only be accomplished with real-world sales training that is both instructional and motivating. We are fortunate to attract some of the best GSMs and DOSs in our region who volunteered their time to be excellent and effective instructors.”
The SCBA is always looking to innovate and enhance the training experience for its students and this semester featured a new “SCBU sales hotline” so students could have more one-on-one time to discuss class topics. SCBU also expanded its One Year In program, allowing successful sellers with one year of experience to share their advice with new sellers.
The 10-week semesters are held twice a year in the spring and fall.