The #1 Trait Is Missing

Dan O’Day did a fantastic job highlighting “25 Traits Of a Good Program Director” , but I think there is one missing.   In fact, in the new world order, it may be the number one trait that will propel you to success.    You have to be a good salesperson!  

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.