From Surviving to Thriving

1 Brandeis C. Hall VP, Professional Development Radio Advertising Bureau bhall@rab.com

With Derron Steenbergen

ABOUT YOUR PRESENTER…

• CRO, Commonwealth Broadcasting

• President & Founder of the Swagger Institute

• 20+ years of broadcast sales experience

• Incoming Chair, Kentucky Broadcasters Association

• Cigar Aficionado

• Fishing enthusiast

Derron Steenbergen Chief Revenue Officer Commonwealth Broadcasting dsteenbergen@commonwealthbroadcasting.com

Simple Steps to Making Magic in your Sales Career

The Surviving to Thriving Sales Tour

Advertising Salesperson

Marketing Consultant

Marketing Executive

Radio Salesperson

Media Sales

Account Executive

What Are You & What Can You Control?

A-Attitude

E-Effort

AE

$Purpose

-What?

$Process

-How?

$Payoff

-Successful Ending

Purpose…Process…Payoff Define the Purpose

Determine your Process

Expect the Payoff

“You can make more friends in two months by being interested in people than you can in two years by getting people interested in you.” -Dale Carnegie

Based on what you told me….

The Six Most Powerful

Words in Media Sales

It starts with the first part of the sales process……….

Prospecting

Your Biggest Account Just

Cancelled…What’s Your Plan?

1. Become a prospecting warrior

2. Must prospect daily

3. Turn off distractions

4. Get good at cold-calling

5. Nurture relationships

-Think about your best relationships

-How did you get there?

-Did it happen overnight?

Sales Insulation

Cold-Call Protocol

Step 1: Generate cold-call mindset

Step 2: Focus on the beginning, not the end

Step 3: Stop the sales speak

Step 4: Be a helper, not a seller

Step 5: Connect with your prospects and stop checking off

your list

Step 6: Build a relationship with the first person you encounter

Six Steps to Becoming a Cold-Call Killer

Effective Use of Email

Follow up…..not setup

$Aware

$Familiar

$Connection

$Ready to Buy

Understanding the Buying Cycle

Money Maker #1

Arrive at office no later than

See one account before

9:00 AM

See a minimum of ten accounts

Five decision-makers

Appointments

Customized Proposal

Spec Spot

New Business

Mail one Thank You card

Return to office

Might get to go home!

Did I have a good day? Did I do what I

was supposed to do today? 8

1

9

10

5

2

1

1

1

1

430

5

$The Good…

$The Bad…

$The Ugly…

Body Language

Dont txt and drv

Money Maker #2

$ Did I see enough people? ___ $ Did I ask enough people to buy? ___ $ Did I ask for enough money? ___ $ Did I present any spec spots? ___ $ Did I present any/enough customized proposals? ___ $ Did I take any clients to lunch? ___ $ Did I do anything special for a client? ___ $ Did I properly plan my day and week? ___ $ Did I ask for any referrals? ___ $ Did I start my days early enough? ___ $ Did I call on any new clients? ___ $ Did I write any/enough Thank You notes? ___ $ Did I smile enough? ___ $ Did clients see a positive attitude? ___ $ How much did I focus on Collections ___ $ EFFORT

Salesperson Weekly Report Card

Keep Calm

and

Ask On

Golden Rule to Handle Objections

CP P M/S

How Hard Do You Want to Work?

50% 25% 5%

CBC Research 2012-2015

Energy

Activity

Daily Accountability

Sales Manager’s Tip Sheet

80/15

The Lost Art of the

Thank You

Little Things Make a Big Difference

“Big Doors Swing on Little Hinges”

-W. Clement Stone

@swaggersales

Derron Steenbergen

swaggerinstitute

Derron Steenbergen

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