RAB Radio Training AcademyRAB Radio Training Academy

Keys to Accountability “May the force be with you!”

Brandeis C. HallVP, Alternative Revenue Development

Radio Advertising Bureau(972) 753 6786 - bhall@rab.com

RAB Radio Training Academy

Fear-Based Management…

• Impedes communication.

• Reveals your insecurities.

• Promotes sabotage.• Is counter-productive.• Costs you money!Management and Parenting are not

the same thing. Treat employees like children and they’ll act accordingly.

Accountability

RAB Radio Training Academy

You Do Not Have To Be “The Baddie” to be effective.

• I'll get you my pretty... and your little dog too!

- retribution

• Don’t make me call out my flying monkeys!

-threats

• Look what you've done! I'm melting! melting!

- martyrdom

Accountability

RAB Radio Training Academy

Respect-Based Management…

• Is willing to hear the truth.

• Engenders loyalty.• Does not micro-

manage.• Communicates

effectively.• Makes you money!Fear is demanded. Respect is earned. You cannot have both.

Accountability

RAB Radio Training Academy

YOUR STANDARDS

MUST BE FIRM, FAIR… AND

CLEAR!

Accountability

RAB Radio Training Academy

Salespeople Can’t Be Accountable To You If

They Don’t Know What You Want From Them.

Lack of communication with

a superior is the leading reason that

people under 35 gave for changing

jobs.- USA Today Accountability

RAB Radio Training Academy

As important as being understood is not being misunderstood…

Accountability

RAB Radio Training Academy

Start With THOROUGH Account Executive Job Descriptions and Competencies

The account executives at Radio Stations must possess a wide range of skills and have the ability to perform within certain standards.

To achieve the challenging goals set forth, account executives are required to evolve their skills in specific areas of selling. Accountability

RAB Radio Training Academy

Account Executive Job Description and Competencies

• Synergistic Selling (Cluster, Digital, Multi-Platform, Print, etc.)

• New Business Development• Product Knowledge• Pricing & Packaging• Each individual will be

further evaluated on the following:– Sales Competence– Technical Competence– Conceptual Competence– Commitment and Desire

Accountability

RAB Radio Training Academy

Sellers Development Skills

A. Sales Competence The ability to:• uncover client emotional needs.• listen to client problems & ideas.• create or develop solutions.• maintain the integrity of the station’s objectives and goals. Accountability

RAB Radio Training Academy

B. Technical Competence An understanding of:• marketing & advertising statistics. • measurement & methodologies.• research & industry terms (and how to use them).• the technological skills needed to make it all work!

Sellers Development Skills

Accountability

RAB Radio Training Academy

C. Conceptual Competence

Sellers Development Skills

Creatively blend facts and figures into a compelling story illustrating how the station excels as an advertising and marketing vehicle.

Accountability

RAB Radio Training Academy

D. Commitment & Desire• Winning and achievement assumes excellence in performance. • Excellence requires intense commitment. • Desire to win and win right!• You have to want to win.

Sellers Development Skills

Accountability

RAB Radio Training Academy

Performance Standards

• Each Account Executive should understand clearly in each category, what performance is:

• Excellent• Good• Average• Poor

Accountability

RAB Radio Training Academy

Growth Measurement

• Develop sales-skill depth.• Account development &

retention• New business

development- Appointment-to-

proposal ratio- Proposal-to-close ratio

• Profitability of business conducted

• Billing Collection Accountability

RAB Radio Training Academy

What Do We Measure?

• Percent of Goal• Overall Revenue• New Business Accounts• New Business Revenue• Alternative Revenue• Avg. Number of

Accounts On Air• Shrinkage/Turnover

Accountability

RAB Radio Training Academy

What Do We Measure?

• Client Retention• Average Price per

Account• Receivables• REVPAD (Revenue per

Available Ad)• Written Presentations• Demo Spots• Advertiser success

stories• Referrals• Influence / Attitude /

TeamworkAccountability

RAB Radio Training Academy

The Big 3:• Asking for $

$• Prospecting• Client

Service

What Do We Measure?

Accountability

RAB Radio Training Academy

How And When To Measure

• Informally– On Calls– In Office– Interaction with Others

• Formally– One-on-one, held as you

are prepared for them, tracking past and future activity

– Formal reviews (quarterly, yearly)

Accountability

RAB Radio Training Academy

Informal Meetings:

• Summarize what is to be done.

• Include completion date.

• Monitor progress the next time you gather.

Write It Down!

Accountability

RAB Radio Training Academy

Formal Reviews:• You and seller grade on

key points.(Seller will likely be more

critical than you.)• Compare notes.• Pick the 3 most

important points.• Summarize what is to be

done.• Assign a completion

date.• Monitor progress at

subsequent reviews (do NOT wait for a year).

Write It Down!

Accountability

RAB Radio Training Academy

“I know you think you understood what I said. But I am not sure if what you think you understood is what I meant to say, understand?” - Overheard at O’Hare Airport

Accountability

RAB Radio Training Academy

Are You Getting Through?

• Body Language = 58%

• Voice = 37%• Words = 5%

Max, the Schpoodle

Accountability

RAB Radio Training Academy

Are You Getting Through?

• Monday Morning Meetings

• “Got-It” Fund• “You understand? Terrific,

sign here…”• Staff discussion of

points.• Even a blind

squirrel…Accountability

RAB Radio Training Academy

Accountability Issues• Know what people expect

of you (above and below).

• Look for mutual understanding.

• Get rid of non-productive staff.

• Be the leader in finding your weak areas.

• You’re not likely to be promoted until your team is in order. Accountability

RAB Radio Training Academy Accountability Tools

Accountability

RAB Radio Training Academy

Accountability

RAB Radio Training AcademyRAB Radio Training Academy

“May the force be with you!”

Brandeis C. HallVP, Alternative Revenue Development

Radio Advertising Bureau(972) 753 6786 - bhall@rab.com

Keys to Accountability