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19 things to do for a good 2013 and fiscal 2014

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Tiger Woods, Sam Watterston, Francis Slay, Monty Hall, UGA, Drucker, Tuckman, and Herman Edwards all in the same presentation

Tiger Woods, Sam Watterston, Francis Slay, Monty Hall, UGA, Drucker, Tuckman, and Herman Edwards all in the same presentation


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  • 1. 19 Things To Do For A Great 2013 (And more importantly) A Strong Fiscal 2014 KSHE-95 Person Focused Sales Meeting #1 January 7, 2013PDF created with pdfFactory trial version www.pdffactory.com
  • 2. 19 Things To Do For A Great Next Year • Presentation Outline • Recap of past meetings/past weeks • The “Themes” of the Meetings - Product - Person (Personal Development) - Biz Develop (Targets; Process) • 19 Things For Success (Dating Teenage Daughter) • Your Immediate Action Steps • Recap of this presentationPDF created with pdfFactory trial version www.pdffactory.com
  • 3. Quick Review of Past Few Months • Product Focused Meetings - Two of them (Oct/Dec) - Clients should have seen that info • Booking Flights/Creating Adventures - Find; Select; Approach - Approach to the Approach is next • Incite Focused Meeting • Will Continue With These ThemesPDF created with pdfFactory trial version www.pdffactory.com
  • 4. Here’s How I’ve Felt The Past Few WeeksPDF created with pdfFactory trial version www.pdffactory.com
  • 5. Here’s What I Sense the Next Few WeeksPDF created with pdfFactory trial version www.pdffactory.com
  • 6. Most Importantly … I’m Feeling …PDF created with pdfFactory trial version www.pdffactory.com
  • 7. Why Are We Doing Today’s Meeting? • Always Good To Set The Table For A New Year • Remind Everyone of What’s Important (If everything’s important, nothing’s important) • Set The Agenda • Provide Direction • Encourage Daring • Finish The Drill (Execute!)PDF created with pdfFactory trial version www.pdffactory.com
  • 8. One New Concept and One RepeatPDF created with pdfFactory trial version www.pdffactory.com
  • 9. Individual Sport with Team ConsequencesPDF created with pdfFactory trial version www.pdffactory.com
  • 10. Tuckman’s Stages of Team Building • Forming • Storming • Norming • Performing The KSHE-95 sales team is either at the end of the “storming” stage or the early “norming” stage of this chartPDF created with pdfFactory trial version www.pdffactory.com
  • 11. And Now, 19 Steps For A Great Year!PDF created with pdfFactory trial version www.pdffactory.com
  • 12. Step One: Make Sure Every Client Knows Where KSHE-95 is and What KSHE-95 is • Brand is strong • Audience is strong • Lots of “P1s” (Raving Fan is the non-radio word) • Ratings are strong • Top 3 almost everywhere last 2 books • Client-focused sales staff is strong • Great ideas for clients (and great executions) • Custom ideas for clients Have a PLAN to do this with speed and urgencyPDF created with pdfFactory trial version www.pdffactory.com
  • 13. Step Two: Have an Elevator Pitch • For You • For Customer-Focused Selling and Marketing • For KSHE-95 • For Emmis • For Radio • For Media • For Advertising Poise is sometimes the difference between a win and a lossPDF created with pdfFactory trial version www.pdffactory.com
  • 14. Step Three: Know what your accounts spent and where they spent • X-Ray • Media Monitors • Your Ears • Your Eyes • Your Questions If it’s an account that “fits” KSHE-95, make a PLAN to win them to the station Include a “How” and “Why” for the clientPDF created with pdfFactory trial version www.pdffactory.com
  • 15. Step Four: Sell A Minimum of $30K Direct Per MonthPDF created with pdfFactory trial version www.pdffactory.com
  • 16. Step Five: Sell A Minimum of $7500 Digital Per MonthPDF created with pdfFactory trial version www.pdffactory.com
  • 17. Step Six: Grab Some Secondary Accounts • Account volume has been an issue for KSHE-95 • More accounts = more billingPDF created with pdfFactory trial version www.pdffactory.com
  • 18. Step Seven: Have a list of NINE solid targets by January 31 • In a city this size, where KSHE is going to do around 1% of the media revenue in the market (at best), there are no excuses to not have a list of NINE targets that can activate within 90-120 daysPDF created with pdfFactory trial version www.pdffactory.com
  • 19. Step Eight: Sell More Endorsements This is a great way to increase your account volume, your direct business, and your digital and/or Incite businessPDF created with pdfFactory trial version www.pdffactory.com
  • 20. Step Nine: Have THREE Incite Projects in the works at all time • Can be target accounts • Can be key accounts with a “cause marketing idea” • Can be a good secondary using marketing for good • You won’t develop the business without trying (or being held accountable for it)PDF created with pdfFactory trial version www.pdffactory.com
  • 21. Step Ten: Seasonal Accounts • Have a PLAN for at least TWO accounts for each seasonal event • Tax; Sporting Events; Holidays; More • Plan 120-150 days in advance • More lead time if client “stuck in ways” • Media Monitors and X-Ray are perfect tools for this • Lead with a creative idea and planPDF created with pdfFactory trial version www.pdffactory.com
  • 22. Step Eleven: Partner with a sister station (when appropriate)PDF created with pdfFactory trial version www.pdffactory.com
  • 23. Step Twelve: Use creative ideas like the “Auto Minute” (or something similar)PDF created with pdfFactory trial version www.pdffactory.com
  • 24. Step 13: Time Management • Discontinue the things that keep you from being productive • Stop allowing your time to be pirated • Make a plan for everything (client meetings, prospecting, etc.) and stick to a planPDF created with pdfFactory trial version www.pdffactory.com
  • 25. Step 14: Ask better questions of your clients • Sometimes the “hard” questions get the best response • “Hard” questions don’t need to be asked in an “uncomfortable” wayPDF created with pdfFactory trial version www.pdffactory.com
  • 26. Step 15: Treat Your Cube Like A Business • Write a PLAN with real dollars in specific months • Own your accounts • Execute the plan everyday • Re-evaluate the plan on a monthly, quarterly, and annual basisPDF created with pdfFactory trial version www.pdffactory.com
  • 27. Step 16: Take Credit For The Service You Provide • Clients are buying from YOU • Not yet buying from a computer • Work the relationship • Coffee and more • Take credit for the difference you make • Point of differentiation • “What it’s like working with ME” slide from CFWPPDF created with pdfFactory trial version www.pdffactory.com
  • 28. Step 17: Have Solid In-Field Days PlannedPDF created with pdfFactory trial version www.pdffactory.com
  • 29. Step 18: Find Somebody To Pick On • Are we ranked higher than someone? • Do we have a better story and less of the buy? • Make a clear analytical argument to change that client’s thinking • Example from early 2012 with KPNT v. WILPDF created with pdfFactory trial version www.pdffactory.com
  • 30. Step 19: Take Immediate Action • Only in 10% of cases has 2013 been finalized • Almost all decisions are now quarterly or monthlyPDF created with pdfFactory trial version www.pdffactory.com
  • 31. Your Immediate Action Steps • A plan isn’t a plan unless it’s written down = Write Down Your Plan • Look for the opportunities or gaps in: • Accounts • Billing lines (direct, digital, agency) • Relationships • Execute Everyday • Minimize distractions • Focus • “No Shortcuts to anyplace worth going”PDF created with pdfFactory trial version www.pdffactory.com
  • 32. Upcoming Sales Meeting Plan • January 14 – Approach to the Approach • Part of the “Booking Flights/Creating Adventures” series • January 21 – Holiday • January 28 – Approach to the Approach (cont) • February 4 – Marketing Madness #1 • Post-Super Bowl Extravaganza • February 11 – Booking Flights/Creating Adv. • February 18 – Holiday • February 25 – Product Focus #3 (check dates)PDF created with pdfFactory trial version www.pdffactory.com
  • 33. The Importance of the Plan “Players used to say to me that they had all these goals. I would look at them and say ‘what’s your plan?’ None of them ever had a plan, just a goal.”PDF created with pdfFactory trial version www.pdffactory.com