You have to be able to “sell” your concept for the brand to
the staff, the listeners and the advertisers.
You have to be able to create revenue generating content, on the air,
online and at events. You have to understand that “sales” is not a
four letter word. You can call it a
necessary evil, but the sooner you embrace it as your friend, the greater your
success will be.
You will find 137,000 results when you google “traits of a
good salesperson”. Each of the top ten
varies just slightly in what they think it takes to be a great salesperson but
there are many common denominators:
- Focused
- Charismatic
- Disciplined
- Committed to growth
- Confident
- Resilient
All of these apply to a great Program Director as well. Embrace the fact that the revenue is what
keeps you in business. Support your
Sales team and encourage your programming staff to do the same. Focus on the daily tasks that move the
ratings AND revenue needle. You will be
glad you did.
