What AEs can bring to the table

By Kim Vasey (from February's RBR/TVBR Solutions Magazine)

I have always thought it extremely important for our Account Executives from the stations, networks and networks to meet the planners, account managers and clients and I work tirelessly to help facilitate these introductions across all of our accounts. I look at most of our A/E's as partners in the business and, thus, have enjoyed so many successes in "selling in" radio due to their efforts. As a team we work together to provide support, research, creative ideas and, more importantly, a consistent and continuous reminder of the value of our media.

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Sadly, so many of the A/E's I've met over the years have shared with me their frustrations of not being able to break through the various levels within the agency to meet with planners and account managers. I find that very sad because I believe the A/E's can be instrumental in bringing new dollars into radio.

The thrill of a "win" on a recent joint effort with Premiere Radio Networks reminded me, once again, the important role the A/E's play in our efforts to sell in radio. It also reinforced my, long held, belief that teamwork is an essential element in the art of the deal.

Facilitating introductions creates an atmosphere of camaraderie and partnership that can open the door to new ideas and result in new radio dollars. Our A/E from Premiere Radio Networks along with the support of our account managers (on the brand) played equal roles in bringing this effort to closure. Working together as a team we got the job done.

One of the exciting things about this deal was that it took months. Why does that excite me - because it demonstrates that professionalism, patience and persistency (not pushiness) can pay off. While a quick "win" is extremely gratifying it has always been the long hard win that, I find, brings me the most satisfaction because a long term sell requires patience and "sell in" from many players - and is generally a win that I could never have accomplished on my own. A good A/E can be a true partner, can help grow your radio expenditures and can help bring new ideas and opportunities that may be lost or left un-developed at the transactional stage of buying.

Another example of team work is the recent outpouring of support that was extending from Clear Channel Katz Advantage and from Interep on developing some extremely important client initiates speaks volumes of the professionalism, patience and persistence that our industry can withstand to help demonstrate the dynamic capabilities that radio brings to the table. Literally jumping through hoops, on a days notice, CCKA helped provide both research and creative thinking to assist in an on-going project that, in the end, may prove to be a long shot. Yet, despite the overshadowing cloud that this "long shot" project meant to them - they responded no less enthusiastically than if I had said this project was a sure thing.

These two most recent examples of service and team work, once again, serve as a reminder to me that the rep firms, networks, research teams and Account Executives play a vital role in the buy / sell and developmental process and should be looked at as an asset to the process. I liken it - to having additional staff and draw on them often for assistance. Take a closer look at your A/Es - Are you overlooking a valuable asset in him or her? He/she may not be the enemy that you think they are!

If you are an A/E - learn to sell the power of the medium, first, and not just "push a package" and perhaps you will begin to develop a greater trust with your agencies and potential clients. Work on developing your relationships so that your contacts don't feel threatened if you meet with other people in their organization. If you are professional, politely persistent and a true resource for your clients you WILL increase your successes.

Be a "voice for the industry" - not just for your station/network or packages and have the patience to cultivate the trust and confidence that is crucial to cementing the bond in these relationships.

I'm often asked by people in the industry if I think the RAB is doing a good job getting the word out about radio. My response is "given the limited staff they have to cover the country across thousands of agencies and national advertisers, I'd say yes but we shouldn't leave it all up to them." Their representatives are poised, professional and deliver a terrific presentation on the benefits of radio - but how can we, as an industry, expect that six people dedicated to this task can cover the universe? We can't - I say we MUST ALL work together to be a "voice" for radio.

GM's, GSM's and NSM's when you visit markets - don't just dedicate the time to see buyers only. Try to set up appointments with planners and account managers. I know it's not easy to get in at this level but if you don't, at least make the effort, to break down the barriers we'll continue to remain stagnant in growing our shares.

Additionally, we must use every resource available to help educate clients, account managers and planners on the benefits of radio and I encourage all station mangers to make sure that all of their A/E's are aware of the RAEL studies (www.radioadlab.org) and the significance of them.

I often speak at sales training sessions for many of the broadcast groups and I generally include a brief overview of the RAEL studies. At two recent sessions that I spoke at for some of the Greater Media stations in New Jersey and for the Barnstable Group on Long Island several A/Es shared with me their success in using the RAEL studies to help bring new clients to radio. I was thrilled to learn that many A/E's are aware of, and more importantly, taking advantage of these studies. They are new studies and extremely relevant to the roles that media plays in our lives today. PLEASE use these resources - they CAN make a difference!

As I look to the future I am excited by many of the new initiatives that are being developed in our industry that will provide new opportunities for your clients. I'm looking forwarding to bringing these opportunities to our clients and one thing I know for sure - a good A/E will be right there beside me. Do you have one next to you?

Kim Vasey is the Senior Partner/Director of Radio, mediaedge:cia. She's an outspoken advocate for the radio medium, attending and presenting at numerous industry events yearly.