March 10, 2011

Simple assignment today. By whatever means you have access to, look at categories that are relatively inactive on your station, or that you thought, "We can't get that."

In your next sales meeting, ask your sellers about THEIR interests.

A few years ago, I had a relatively new seller, who asked in this "arts-happy" city we were in, "Why aren't there any museums on the air?"

We looked at each other and I couldn't give him a good answer. With his personal general interest applied, he made himself an expert in that category and within six months, had six museums on the air, bringing in around 60K in new money. Another loved motorcycles and did the same thing. Nailing all the co-op, doing the work for the client, and lots of base business.

Consider it. Take something they are passionate about. Let them own it and run with it. Watch what happens; I think you'll like it!