Underwriting Sales Management Presented by Kurt Mische – KLVX Las Vegas Jim Taszarek – Public Radio Partners

Stations PRP Represents Phoenix Nashville Seattle Las Vegas Austin

PRP Employees Principals Kirk Nelson Jim Taszarek 25 Employees Combined, over 200 years of marketing experience sales experience corporate support experience

Track Record of Sales Growth Year 1 - 19% Year 2 - 29% Year 3 - 25% Year 4 - 21% Year 5 - 18% Aggregate billing performance for each year in a market

Underwriting Sales Philosophies Underwriter Product Sales Management

Underwriter Expectations Underwriters are: Primarily looking for marketing value Marketing value with our listener types With an appreciation for supporting station

Non-Commercial Nature Public Broadcasting’s Quality Programming Non-commercial nature Are what the audience and underwriters value Respect and protect that nature in order to make underwriting a significant and sustainable revenue source

Business Levers A Business School Term for: Those few things That significantly impact results And are within your control

Levers for Underwriting People Inventory Ratings

Underwriting Sales Philosophies Underwriter – Provide Marketing Value Product – Protect Non-Commercial Nature Sales Management – Focus People Inventory

Foundation For Television Growth On-air environment Traffic system Production

On-Air Environment That showcases local underwriters Improves the marketing result of underwriting Attracts the buying community to the station

Traffic Software A traditional television traffic software system Which creates the ability to offer schedules that meet underwriters’ needs Allows the station to manage inventory Allows account information to be managed effectively

Production Professional and quick turnaround option Resolving underwriter concerns that they can’t afford television Improving the on-air look of underwriting which makes it more appealing Capturing quick turnaround event revenue (such as performing arts)

Foundation For Growth On-air environment Traffic system Production

Key Processes People Sales Sales Management Inventory Management

PRP Sales Process Step 1 - Prospect Step 2 - Needs Evaluation Step 3 - Presentation Suggested Schedule Recommended Copy Step 4 - Follow-Up Step 5 - Extend Relationship

PRP Sales Management Process Annual & Quarterly Department Strategy Monthly Sales Training Projection System Weekly On-going Coaching on Sales Process Individual Meeting Sold, Selling, Missed Collecting, Collected

Projection System Projection Worksheet Rep assists in establishing monthly quota Projects rep expectation Manager coaching tool Establishes long-term pacing information See your work progress, or flow easier Excellent working doc Creates great historical information

Projection Worksheet

Projection System Quota Worksheet Establishes monthly quotas for department considering multiple points of reference Helps to project department inventory demand Helps with station pricing Communication with station Training topics

Quota Worksheet

Quota Worksheet – cont.

Projection System Goal Meeting Report Projects revenue pacing for next three months Clues for pricing inventory Adjustments for immediate needs The “why’s” of success and losses One-on-one with your manager

Goal Meeting Report

Goal Meeting Report - Cont.

Projection System Recap Projection Worksheet Quota Worksheet Goal Meeting Report Helps establish monthly quota with generous rep input Establishes monthly quotas considering various information Coaching and Projects Potential Demand

Benefits Sales Management Process Help you effectively coach your sales reps Maintains a professional sales approach Understand the effectiveness of your sales department Standards of Performance Indicators Benchmarks Provide good information for forecasting Adds “real” value to your selling efforts

Questions?