Written by AminaM
Monday, August 1st, 2011
Most radio sales representatives are referred to as Account Executives (AE); this is because they handle multiple accounts for their company they work for. The purpose of a radio sales representative is to provide a solution for a client, which is to promote there company’s growth. AE’s have a large variety of educational backgrounds. They could have an education from Communication to Business. Most AE’s do not work a traditional 9-5 work schedule, because they have to work around their clients schedules. Working in sales is a risky job because it is primarily commission based. Therefore, the AE must be driven to work in sales in order to have lucrative career.
Given the demands of the job and an irregular schedule, what does an AE do on a day-to-day basis? While interning with a Chicago based corporately owned radio station, I followed an AE around for a day to get a clear understanding on what they do from start to finish. The AE that I shadowed for the day is a well-established sales representative that has worked with the company for 5 years, so her activity is slightly different from most. Every day the AE starts by reading emails from her current clients to make sure that they are satisfied with their commercials and promos running on the radio. Most successful AEs have created a prosperous client list that will usually follow them if they are relocated to a different location. I noticed that radio sales is both and inside and outside job. The outside form of radio sales is when the AE searches for new clients, meeting clients, and working outdoor event. The indoor format is based on checking emails, cold calling of possible new clients, researching possible leads, planning promotional events, and paperwork. Every week all of the AE’s send in an updated list of what clients they have on their roster, so that there is an accurate count of the current clients and to see what companies are available for business.
When an AE meets with a client it is usually over a meal, and they will discuss multiple issues, such as:
• The company’s goals
• The company’s budget for advertising
• What radio format they want to advertise on. (I.e. Adult Contemporary, Lite Rock, or Top 40)
• What were there previous advertising formats
• What are their ideas for advertisements (i.e. What time frame they want to advertise in)
Then the AE will come up with a plan of execution for the client, that would satisfy their needs, and the client can either accept or decline the offer. The AE I shadowed said that she has never lost a client because she learned how to compromise with what works best for the company and the client. Even though this job may be very fast-paced it is a profession that can have large return in investment.
-Amina E. Mance