We are (hopefully) emerging from a long dry spell. Broadcasters have had to make many difficult decisions to maintain equilibrium during these times, but one move stands out as being a really bad idea, the consequences of which will be felt for some time to come.
I’m talking about the tendency of operators to slash their sales training costs during bad times. While this may result in relief in the short run, the long-term consequences are disastrous. Without proper training and support, what salespeople you have left are ill-equipped to take advantage of the turnaround.
We’ve all had to be very creative to preserve any sort of bottom line at all, but let’s learn this lesson well: Doing anything to the detriment of the revenue center of your radio station is a bad idea.
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