"A novice in the world of radio sales, I was given Gary Ratcliff’s book “Life at the Top,” by my sales manager, to help me get started with my new career. Ratcliff highlights 29 steps to reach the top of the proverbial sales ladder, but for any newbie like me out there, your first step should be to get yourself a copy of this book! This book is filled with snippets of wisdom revealed through Ratcliff’s entertaining personal anecdotes, to which reps at any level in the industry can relate and understand. When I first got into sales, a few of my friends and family members were a little skeptical…but I assured them that radio isn’t a typical product to sell. That is, people don’t necessarily realize the huge impact that radio has on their own lives – whether it’s for purchasing decisions or getting daily news. The great thing about radio is that it’s all about the consumer and in order to get to the consumer, step number one (which Ratcliff appropriately introduces as his first chapter) is to develop rapport with your customer/client – ‘It’s tough, but it’s a fact: 90% of potential customers won’t buy unless and until they’ve developed a Positive First Impression of you – otherwise known as “rapport.”’ Since radio can be such a personal tool, this particular step has been especially helpful for me during my prospecting journey and first few meetings with potential customers/clients. From managing customer expectations to understanding the word “no,” Ratcliff shares some great insight to help motivate (and educate!) radio sales reps to get out there and make more money. …I could go on and on about “Life at the Top,” but I don’t want to ruin the experience for any rep who hasn’t had the pleasure to get their hands on this book. So what are you waiting for? There’s money to be had and opportunities to be seized “at the top!”
- Joe Flynn
VP Sales Clear Channel - Worcester, MA
