Selling College Radio
Routledge – 2000 – 224 pages
Series: Routledge Communication Series
This media sales primer serves as a step-by-step manual to assist students in attaining sales proficiency and confidence. The author employs a practical, hands-on approach, enabling readers to develop valuable professional and interpersonal skills and to improve their options for obtaining sales positions. Underwriting 101 covers the activities involved in sales work, such as developing sales kits and presentations, handling objections, writing proposals, closing, and preparing underwriting announcements. Role-playing, sales promotion, résumé preparation, and interviewing are also covered.
Special features include:
*materials needed to teach the 15 week course, including a syllabus, calls schedule, positioning worksheet, sample proposals, sample résumé, sample cover letter, and course evaluation;
*comments from former students who have secured sales positions upon completion of the course;
*underwriting announcement guidelines for FCC conformation; and
*a guide to Internet research tools for sales presentation enhancement.
Intended for upper-level students in radio or broadcast sales courses, Underwriting 101 will be useful to sales instructors with or without sales experience. It is also appropriate for use in college radio stations, as a resource for sales departments.
"Underwriting 101: Selling College Radio contains valuable information for students considering a career in radio sales or those simply interesting in getting some broadcast sales experience."
—Journal of Radio Studies
Contents: Preface. Introduction. Positioning Competing Media/Positioning NCE Stations. Getting Started/Getting Organized. A Strategy for Success. Sales Call Reports. Writing Proposals. Handling Objections/Role-Playing. Selling Without Ratings/Using RAB Research. Writing Underwriting Announcements. A Salesperson's Dilemma/Ethics. Closing. Radio Economics. Sales Promotion. Résumés/Interviews. Review/Final Exam. Appendices: Syllabus. Positioning Worksheet. Sample Proposal. Sample Résumé. Sample Cover Letter. Course Evaluation.