19 things to do for a good 2013 and fiscal 2014

19 Things To Do For A Great 2013
(And more importantly)
A Strong Fiscal 2014
KSHE-95 Person Focused
Sales Meeting #1
January 7, 2013

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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 presentation


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 Themes


Here’s How I’ve Felt The Past Few Weeks


Here’s What I Sense the Next Few Weeks


Most Importantly … I’m Feeling …


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!)


One New Concept and One Repeat


Individual Sport with
Team Consequences


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 chart


And Now,
19 Steps For A Great Year!


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 urgency


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 loss


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 client


Step Four: Sell A Minimum of
$30K Direct Per Month


Step Five: Sell A Minimum of
$7500 Digital Per Month


Step Six: Grab Some
Secondary Accounts
• Account volume has been an issue for KSHE-95

• More accounts = more billing


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
days


Step Eight: Sell More Endorsements

This is a great way to increase your account volume,
your direct business, and your digital and/or Incite
business


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)


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 plan


Step Eleven: Partner with a sister station
(when appropriate)


Step Twelve: Use creative ideas like
the “Auto Minute”
(or something similar)


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 plan


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” way


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 basis


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 CFWP


Step 17: Have Solid
In-Field Days Planned


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. WIL


Step 19: Take Immediate Action

• Only in 10% of cases has 2013 been finalized
• Almost all decisions are now quarterly or
monthly


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”


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)


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.”


19 things to do for a good 2013 and fiscal 2014

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