Transforming Media Sales Performance through Expert Coaching

“I have seen some significant improvements in those areas. I’ve gone from missing a couple of quarters last year to now hitting every quarter this new financial year so far… Out of home, believe it or not, is an area that I’ve now overachieved on, which has sort of made up some of the near misses that I’ve had. So I have actually found the time with you really beneficial in helping me to achieve that.”

Jono

Client Background

Jono, an immigrant to New Zealand with 13 years of residence, works in direct media sales. He sells radio, out-of-home advertising, and other platforms to small and medium-sized businesses, typically owner-operated companies that make their own advertising decisions.

The Challenge

Despite some experience in media, Jono faced several challenges:

  • Lack of specific background in radio and media sales.
  • Limited knowledge of New Zealand’s media history as an immigrant.
  • Difficulty in refining his prospecting and call cycles  to help him sell more radio efficiently.
  • Inexperience in selling out-of-home advertising.
  • Inconsistent performance, missing quarterly targets.

The Solution

After reading the coach’s book “Selling Isn’t Optional,” Jono invested in the Sales Blueprint program, which was adapted for media sales. The program provided:

  1. Insights into the nuances of media sales.
  2. Historical context of radio in New Zealand.
  3. Frameworks for effective prospecting and call cycles.
  4. Strategies for expanding into new areas like out-of-home advertising.
  5. Ongoing support and accountability.

The Process

Mike Brunel worked closely with Jono to:

  • Provide a deep dive into the history and specifics of radio advertising.
  • Implement new frameworks and concepts for sales strategies.
  • Offer regular check-ins for accountability and support.
  • Adapt sales techniques for various media platforms, including digital and out-of-home.

Results and Benefits

1. Improved Overall Performance

Jono went from missing quarterly targets to hitting every quarter in the new financial year.

2. Expanded Skill Set

Successfully expanded into out-of-home advertising, an area he had never sold before.

3. Consistent Achievement

Only missed a couple of monthly targets but overachieved in other areas, particularly digital and out-of-home, to compensate.

4. Enhanced Resilience

Gained perspective on market challenges, understanding that rejections were often due to market conditions rather than personal performance.

5. Structured Approach

Benefited from reintroducing frameworks and concepts that helped stay on track in a sometimes lonely sales environment.

6. Emotional Support

Found value in having someone to bounce ideas off and discuss challenges with, especially during tough market conditions.

Investment Consideration

Despite initial hesitation due to the economic climate, Jono decided to invest in the program, stating:

“If you continue doing what you’ve always done, you’ll get what you’ve always got. So this year I thought, let’s try something different. Let’s work with Mike.”

Conclusion

This case study demonstrates the transformative impact of specialised sales coaching in the media industry. By providing historical context, tailored strategies, and ongoing support, Mike helped Jono overcome his challenges as an immigrant (He is a Kiwi now!)  in the field and significantly improve his sales performance across various media platforms. The success in expanding to new areas, like out-of-home advertising, highlights the versatility and effectiveness of the coaching program, even in a challenging economic environment.