Hiring your next ad sales executive


ryan dohrnAs an ad sales training consultant, I am often asked to pass along the names of ad sales reps that are looking for work. When asked about candidate qualifications, most of my media company clients respond by saying they are looking for 7-10 years of ad sales experience, great communication skills and the ability to work with little or no supervision. Oh, and the candidate should be “highly motivated.”

Are those qualifications realistic? Will a veteran rep out-perform a brand new rep? And, by the way, what does a bad hire cost you? As a point of reference, experts say a bad sales hire can cost a media company over $100,000! (This applies to companies with revenues of less than $10 million per year.)

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