underwriting sales management presented by kurt mische – klvx las vegas jim taszarek – public...
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Underwriting Sales Management
Presented by
Kurt Mische – KLVX Las Vegas
Jim Taszarek – Public Radio Partners
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Stations PRP Represents
PhoenixPhoenix
SeattleSeattle
NashvilleNashville
AustinAustinLas VegasLas Vegas
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PRP Employees
• Principals
– Kirk Nelson
– Jim Taszarek
• 25 Employees
• Combined, over 200 years of
– marketing experience
– sales experience
– corporate support experience
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Track Record of Sales Growth
• Year 1 - 19%
• Year 2 - 29%
• Year 3 - 25%
• Year 4 - 21%
• Year 5 - 18%
Aggregate billing performance for each year in a
market
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Underwriting Sales Philosophies
• Underwriter
• Product
• Sales Management
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Underwriter Expectations
Underwriters are:
• Primarily looking for marketing value
• Marketing value with our listener types
• With an appreciation for supporting station
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Non-Commercial Nature
Public Broadcasting’s
– Quality Programming
– Non-commercial nature
Are what the audience and underwriters value
Respect and protect that nature in order to
make underwriting a significant and sustainable
revenue source
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Business Levers
A Business School Term for:
1. Those few things
2. That significantly impact results
3. And are within your control
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Levers for Underwriting
• People
• Inventory
• Ratings
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Underwriting Sales Philosophies
• Underwriter – Provide Marketing Value
• Product – Protect Non-Commercial Nature
• Sales Management – Focus
– People
– Inventory
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Foundation For Television Growth
• On-air environment
• Traffic system
• Production
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On-Air Environment
• That showcases local underwriters
• Improves the marketing result of underwriting
• Attracts the buying community to the station
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Traffic Software
• A traditional television traffic software system
• Which creates the ability to offer schedules that meet underwriters’ needs
• Allows the station to manage inventory
• Allows account information to be managed effectively
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Production
• Professional and quick turnaround option
– Resolving underwriter concerns that they can’t afford television
– Improving the on-air look of underwriting which makes it more appealing
– Capturing quick turnaround event revenue (such as performing arts)
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Foundation For Growth
• On-air environment
• Traffic system
• Production
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Key Processes
• People
• Sales
• Sales Management
• Inventory Management
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PRP Sales Process
• Step 1 - Prospect
• Step 2 - Needs Evaluation
• Step 3 - Presentation
– Suggested Schedule
– Recommended Copy
• Step 4 - Follow-Up
• Step 5 - Extend Relationship
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PRP Sales Management Process
• Annual & Quarterly Department Strategy
• Monthly– Sales Training – Projection System
• Weekly– On-going Coaching on Sales Process– Individual Meeting
• Sold, Selling, Missed• Collecting, Collected
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Projection System
• Projection Worksheet • Rep assists in establishing monthly quota
• Projects rep expectation• Manager coaching tool• Establishes long-term
pacing information• See your work progress,
or flow easier • Excellent working doc• Creates great historical
information
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Projection WorksheetDate Nov 15 Sold 22,345 95% 20,111 Key
Sold = In traffic systemSales Rep John Lennon Quota 29,000 Finalist 9,900 80% 7,920 Finalist = Just a few questions left
Working = Offeres potential for the monthStation KBEAT Actual 22,345 Working 4,225 25% 1,056 Prospect = New target for the month
Month January Variance (6,655) Prospect 7,850 10% 785 CommentsCNW = Closing Next Month
Prior Yr 25550 Totals 44,320 29,872 CTW = Closed This WeekLTW = Lost This Week
Prior Yr $ Accounts Sold Finalist Working Prospect Comments1 750 Aunt Mimi's Book Store 750 2 2,500 Capitol Records 3,000 3 1,200 Rickenbacker Guitars 1,250 4 650 Liverpool Library 750 5 500 Strawberry Field Estates 650 6 1,500 Liverpool Institute and School of Art 1,800 7 1,200 The Cavern 1,200 8 1,250 Hamburg Office of Tourism 1,500 9 2,500 EMI Records 3,000
10 1,500 Liverpool Symphony 1,200 11 900 London Pavilion 1,500 12 1,500 Apple Enterprises Bankrupt13 1,200 University of Liverpool 1,500 14 800 Lord Mayor's Parade 950
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Projection System
• Quota Worksheet • Establishes monthly quotas for department considering multiple points of reference
• Helps to project department inventory demand
• Helps with station pricing• Communication with
station• Training topics
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Quota Worksheet Market: Liverpool
Month: January John Paul George Ringo Nat'l Other Totals Station Budget Variance
as of Current 22,345 20,550 20,455 14,975 500 - - 78,825
Billing LY 25,550 24,250 18,750 15,950 1,200 - - 85,700
Projection 29,872 28,754 24,652 18,555 1,500 - - 103,333
Quota 29,000 30,000 24,000 18,000 1,500 - - 102,500 100,000 2,500
Quota as Commission 4,350 4,500 3,600 2,700 225 - -
Guarantee/Draw - - - 3,000 - - -
Variance 4,350 4,500 3,600 (300) 225 - -
Comments: Last month of Ringo's draw.
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Quota Worksheet – cont.Market Pacing
Current 27,515 26,550 22,350 1,650 1,200 - - 79,265
Proj Var Agst Quota (1,485) (3,450) (1,650) (16,350) (300) - - (23,235)
Market PacingCurrent 29,887 29,660 25,651 16,855 1,500 - - 103,553
Proj Var Agst Quota 887 (340) 1,651 (1,145) - - - 1,053
Posted Performance
Posted 29,887 29,660 26,250 18,521 1,500 - - 105,818 100,000 5,818
Posted Agst Quota 887 (340) 2,250 521 - - - 3,318
Posted as Commission 4,483 4,449 3,938 2,778 225 - - 15,873
Posted Agst Draw 4,483 4,449 3,938 (222) 225 - - 12,873
Comments:
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Projection System
• Goal Meeting Report • Projects revenue pacing for next three months
• Clues for pricing inventory• Adjustments for immediate
needs• The “why’s” of success
and losses• One-on-one with your
manager
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Goal Meeting ReportDate: Nov 15
Rep: John Lennon
Station: KBEAT
Closing Next Week
Account Months CommentsNov Dec Jan
1 Liverpool Institute/Art - 250 1,800 Holliday Spec & Annual2 London Pavilion - - 750 Royal Concert3 Dumbledore Library 250 250 250 Harry Potter Book4 - - -
Totals 250$ 500$ 2,800$
Business Lost or Missed
Account Months CommentsNov Dec Jan
1 Apple Enterprises 1,500 1,500 1,500 Bankrupt2 Bank London 1,500 500 - CPP too high
Business Closed Last Week
Account Months CommentsNov Dec Jan
1 Lord Mayor's Parade - - 950 Annual2 Strawbery Fields Estates 650 650 650 3 - - -
Totals 650$ 650$ 1,600$
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Goal Meeting Report - Cont.Collected Last Week
Account Months CommentsNov Dec Jan
1 Apple Enterprises 500 - - Payment schedule 500 x 4 months2 Capital Records 3,000 2,500 3,000 CIA3 - - -
Totals 3,500$ 2,500$ 3,000$
Collecting Next Week
Account Months CommentsNov Dec Jan
1 The Cavern 1,200 - - 2 EMI Records 3,000 - - 3 University of Liverpool 1,500 - - 4 - - -
Totals 5,700$ -$ -$
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Projection System Recap
• Projection Worksheet
• Quota Worksheet
• Goal Meeting Report
• Helps establish monthly quota with generous rep input
• Establishes monthly quotas considering various information
• Coaching and Projects Potential Demand
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BenefitsSales Management Process
• Help you effectively coach your sales reps
• Maintains a professional sales approach
• Understand the effectiveness of your sales department
– Standards of Performance Indicators
– Benchmarks
• Provide good information for forecasting
• Adds “real” value to your selling efforts
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Questions?