The Southern California Broadcasters Association (SCBA)
announced today a record number of graduates of new, fully trained Radio Sales
Executives from its spring 2014 Southern California Broadcasters University
(SCBU) Sales Training Classes. A record 33 new sellers from its member Radio
stations completed a rigorous 10 week sales course which began on March 31 and
concluded on June 4.
“A fully trained SCBU Radio Sales Executive can deal with
any client, any economy, and any challenge with confidence and credibility,”
said SCBA President Thom Callahan. “That’s why our Southern California Radio
members have fully embraced our SCBU Sales Training programs.”
The spring 2014 SCBU Sales Training Classes covered all of
the critical subjects today’s Radio sales professionals will need to succeed in
a highly demanding profession. Course material included building client
relationships, digital selling basics, understanding PPM data, NTR selling
skills, Strategic Selling, New Business Basics, and New Business Development.
All courses were highly interactive with in-depth role playing based on
everyday sales scenarios with complex sales challenges that required team
homework and advance preparation from the students.
“The main goal of our SCBU sales training programs is to
elevate the professionalism of all new Radio sales executives in Southern
California,” said Callahan. “That can only be accomplished with real world
sales training that is both instructional and motivating. “We are fortunate to attract some of the best
GSMs and DOSs in our region who volunteered their time to be excellent and
effective instructors.”
The SCBA is always looking to innovate and enhance the
training experience for its students and this semester featured a new special
“SCBU Sales Hotline” which allowed students to have more one on one time to
discuss class topics. as well as the expansion of the One Year In program,
allowing successful sellers with one year of experience to share their success and
advice with new sellers.
SCBU sales training is a joint effort of the SCBA and the
sales management council of Southern California. The ten week semesters are
held twice a year in the spring and fall.
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