Underwriting Sales Management

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Underwriting Sales Management

• Presented by
• Kurt Mische KLVX Las Vegas
• Jim Taszarek Public Radio Partners

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Stations PRP Represents
Phoenix
Nashville
Seattle
Austin
Las Vegas
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PRP Employees

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

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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

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Underwriting Sales Philosophies

• Underwriter
• Product
• Sales Management

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Underwriter Expectations

• Underwriters are
• Primarily looking for marketing value
• Marketing value with our listener types
• With an appreciation for supporting station

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Non-Commercial Nature

• Public Broadcastings
• 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

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Business Levers

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

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Levers for Underwriting

• People
• Inventory
• Ratings

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Underwriting Sales Philosophies

• Underwriter Provide Marketing Value
• Product Protect Non-Commercial Nature
• Sales Management Focus
• People
• Inventory

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Foundation For Television Growth

• On-air environment
• Traffic system
• Production

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On-Air Environment

• That showcases local underwriters
• Improves the marketing result of underwriting
• Attracts the buying community to the station

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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

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Production

• Professional and quick turnaround option
• Resolving underwriter concerns that they cant
  afford television
• Improving the on-air look of underwriting which
  makes it more appealing
• Capturing quick turnaround event revenue (such as
  performing arts)

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Foundation For Growth

• On-air environment
• Traffic system
• Production

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Key Processes

• People
• Sales
• Sales Management
• Inventory Management

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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

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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

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Projection System

• 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

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Projection Worksheet
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Projection System

• 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

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Quota Worksheet
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Quota Worksheet cont.
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Projection System

• Goal Meeting Report

• Projects revenue pacing for next three months
• Clues for pricing inventory
• Adjustments for immediate needs
• The whys of success and losses
• One-on-one with your manager

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Goal Meeting Report
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Goal Meeting Report - Cont.
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Projection System Recap

• 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

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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

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Questions?