In commercial radio stations it is customary to group the Sales and Marketing teams together. As a public broadcaster, the BBC does not have a radio Sales department. In smaller stations, it is often the case that the roles of sales person and marketing exec are one in the same.
What's Involved?
Radio sales people with experience of sales in other sectors will tell you that it is very different. Stations expect a high level of creativity from their sales people, as often they are coming up with ideas for the on-air campaigns or airtime. They may also be responsible for scheduling commercials effectively, and reporting back to the client about the success of the campaign. A radio account executive helps turn an intangible product or service into a unique marketing campaign by using his or her own creativity.
In smaller stations, these roles are likely to be rolled into one, or may even form part of other roles, such as Presenter or Producer.
Job Description: Sales Position
- Sell advertising air time on the radio stations to current and potential customers
- Prospect and sell new advertising to the station
- Researching your sales pitch
- Prepare and present presentations to customers and potential customers
- Provide high level of customer service
- Create effective promotions
- Take initiative toward solving problems and recommending creative advertising solutions
Attitude and Skills:
- Courage, confidence, empathy, enthusiastic, detail oriented, professional, integrity, takes initiative, creative, organized, flexible, outgoing, personable, passionate
What Can I Expect to Get Paid?
Working in Commercial Radio sales, it is highly likely that you will earn a basic wage plus a “bonus” which is a reflection of your individual productivity or your team’s success. There are often financial incentives to reach group targets. Salaries range from £16k - £50k.
Do I Need to Do a Course?
Not really. An interest in radio and effective sales skills are more important. You must be a positive and out-going person who likes meeting new people and socialising.
If you work for a large media group you may be selling advertising on more than one station, so you must be adaptable, and have a good knowledge of the stations that you’re working with.
Participating in community events, helping design and execute promotions and working with the on-air personalities at a local radio station add extra spice to a job that is unique from any other industry.
With thanks to Wink 104.
