A Sales Manager Tells You How to Succeed When Selling with Your Boss
Have you taken your boss on a sales call recently? You could build two relationships simultaneously—one with your manager and a better one with the client. The more trust between you and the manager, the more opportunities may come your way. And your client may be impressed with the expert “team” you put in front of them to solve their problems. You can make decisions on the spot and don’t have to see what your manager says because they are right there!
Sandy Cohen is the VP of Sales for Union Broadcasting. He has led sales teams for play-by-play and sports sponsorship sales for almost 25 years. Union Broadcasting holds stations in Louisville (ESPN 680 and 93.9 The Ville) Kansas City (810 WHB and ESPN Kansas City) and Wichita (ESPN Wichita 92.3).
Cohen prides himself on being a team builder and swears by the “two heads are better than one” strategy. He firmly believes that “two people can think of many solutions for local clients to grow and prosper- we do better with team selling.” So how do you handle a team sale? I asked for his advice.
Team sell a client with defined issues and needs solutions—a client who buys radio but wants to freshen up an annual promotion or sale. Let’s say it’s an annual that needs renewing. Call the client and make the appointment.
Cohen adds, “Whoever makes the appointment is usually leading. Eventually, the Sports Marketing Consultant (what we call our sellers) must prove to be an effective and capable lead. We have a sales team for a reason. Each member must take the lead on account responsibilities and development.”
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