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Underwriting Sales Management

Underwriting Sales Management. Presented by Kurt Mische – KLVX Las Vegas Jim Taszarek – Public Radio Partners. Stations PRP Represents. Phoenix. Nashville. Seattle. Las Vegas. Austin. PRP Employees. Principals Kirk Nelson Jim Taszarek 25 Employees Combined, over 200 years of

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Underwriting Sales Management

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  1. Underwriting Sales Management Presented by Kurt Mische – KLVX Las Vegas Jim Taszarek – Public Radio Partners

  2. Stations PRP Represents Phoenix Nashville Seattle Las Vegas Austin

  3. PRP Employees • Principals • Kirk Nelson • Jim Taszarek • 25 Employees • Combined, over 200 years of • marketing experience • sales experience • corporate support experience

  4. Track Record of Sales Growth • Year 1 - 19% • Year 2 - 29% • Year 3 - 25% • Year 4 - 21% • Year 5 - 18% Aggregate billing performance for each year in a market

  5. Underwriting Sales Philosophies • Underwriter • Product • Sales Management

  6. Underwriter Expectations Underwriters are: • Primarily looking for marketing value • Marketing value with our listener types • With an appreciation for supporting station

  7. Non-Commercial Nature Public Broadcasting’s • Quality Programming • Non-commercial nature Are what the audience and underwriters value Respect and protect that nature in order to make underwriting a significant and sustainable revenue source

  8. Business Levers A Business School Term for: • Those few things • That significantly impact results • And are within your control

  9. Levers for Underwriting • People • Inventory • Ratings

  10. Underwriting Sales Philosophies • Underwriter – Provide Marketing Value • Product – Protect Non-Commercial Nature • Sales Management – Focus • People • Inventory

  11. Foundation For Television Growth • On-air environment • Traffic system • Production

  12. On-Air Environment • That showcases local underwriters • Improves the marketing result of underwriting • Attracts the buying community to the station

  13. Traffic Software • A traditional television traffic software system • Which creates the ability to offer schedules that meet underwriters’ needs • Allows the station to manage inventory • Allows account information to be managed effectively

  14. Production • Professional and quick turnaround option • Resolving underwriter concerns that they can’t afford television • Improving the on-air look of underwriting which makes it more appealing • Capturing quick turnaround event revenue (such as performing arts)

  15. Foundation For Growth • On-air environment • Traffic system • Production

  16. Key Processes • People • Sales • Sales Management • Inventory Management

  17. PRP Sales Process • Step 1 - Prospect • Step 2 - Needs Evaluation • Step 3 - Presentation • Suggested Schedule • Recommended Copy • Step 4 - Follow-Up • Step 5 - Extend Relationship

  18. PRP Sales Management Process • Annual & Quarterly Department Strategy • Monthly • Sales Training • Projection System • Weekly • On-going Coaching on Sales Process • Individual Meeting • Sold, Selling, Missed • Collecting, Collected

  19. Projection Worksheet Rep assists in establishing monthly quota Projects rep expectation Manager coaching tool Establishes long-term pacing information See your work progress, or flow easier Excellent working doc Creates great historical information Projection System

  20. Projection Worksheet

  21. Quota Worksheet Establishes monthly quotas for department considering multiple points of reference Helps to project department inventory demand Helps with station pricing Communication with station Training topics Projection System

  22. Quota Worksheet

  23. Quota Worksheet – cont.

  24. Goal Meeting Report Projects revenue pacing for next three months Clues for pricing inventory Adjustments for immediate needs The “why’s” of success and losses One-on-one with your manager Projection System

  25. Goal Meeting Report

  26. Goal Meeting Report - Cont.

  27. Projection Worksheet Quota Worksheet Goal Meeting Report Helps establish monthly quota with generous rep input Establishes monthly quotas considering various information Coaching and Projects Potential Demand Projection System Recap

  28. BenefitsSales Management Process • Help you effectively coach your sales reps • Maintains a professional sales approach • Understand the effectiveness of your sales department • Standards of Performance Indicators • Benchmarks • Provide good information for forecasting • Adds “real” value to your selling efforts

  29. Questions?

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