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 #1January 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 (Dating Teenage Daughter) Success• 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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