I can’t remember when I've received so much feedback from an article. That's to my last article encouraging discharged production and back office people to pitch for sales jobs. Why? Because it makes so much sense for you and the broadcaster. Perhaps you're not the most highly trained salesperson; that's okay, because chances are that most of the AEs haven’t been trained either. Consider: you already know the industry, market, stations, and formats. Those qualifications can trump the lack of sales experience. The station doesn’t have to show you where the copier is or teach you about the business.

One writer said that the thought of doing "sales" is horrifying. I responded that if he couldn’t come up with a great gig, sales isn't near as horrifying as unemployment. And chances are he’ll make more money in sales. There aren’t many productive salespeople going begging for jobs. Your productivity is your job insurance.

I made the transition from programming to sales and quickly shot through the ranks. Why? Because of my sales education and prowess? Heck no, I had none of that. What I did have was the experience of writing and creating a great spot and promotion. I couldn’t believe I was getting paid (so well) for just producing spots and ideas for clients. So many (including those who run our companies) haven't figured out that this is the holy grail of the business.

The other funny thing was that I equated a sales call with doing shtick on the air. I was totally comfortable on the phone, having done interviews and phoners for years. It was just like being on the air, only the hours were better, everybody dressed better and these new “listeners” often gave me money.

A couple of responses to your feedback.

From a jock: “They say they haven't got a list to give me.”
Not to worry, there is no such thing. Even if they did give you a list, it wouldn't be a real "list." If you do get a list, it'll be called a “starter” list filled with huge "potential accounts" like Big Gus' Bail Bonds and Aunt Margaret’s Handsewn Doilies and Fudge Shoppe.* There's a tried-and-true method for creating a list. Start with the categories that work in a format, create spots like those that have worked for others in the category and simply play them for the prospects.

“I Never Worked on Commission Before.”
Neither had I. We’d never had the experience of not getting “a regular paycheck.” Even I thought I was crazy. The irony: I've worked for some sort of pay-for-play for the rest of my life.

“I can't see myself ‘selling.’”
That’s a good sign. Can you see yourself "helping?" Most salespeople talk too much and listen too little. When you call on a client, ask them about their ads and advertising. Ask about their goals. Ask what their ads are designed to do. Ask if their ads are working. Then ask if you can bring an idea back. Do a demo spot. I guarantee there are very few other AEs in town doing that.

“Salespeople are brusque, loud, obnoxious and not very serious.”
Yaaay! You’re talking about me and my homies. Have we met? Yes, there are some who fit the description, but what does that have to do with you? A salesperson fitting that description seldom achieves long term success. Besides, you’re not out there to sell, you’re out there to help a client and create a mutually profitable long term relationship. The stereotype of the back-slapping sales person is a myth. Yes, they’re around, but they’re not professionals who advance in careers.

Here’s another irony. If you wind up selling in the station, or even the market where you were cut loose, you have yet another advantage. You know which salespeople are working and those who are coasting along. You know which accounts are getting the shaft service-wise from their AE. That’s what happened to me when I started in sales.

Finally, even if you don’t wind up selling for a lifetime, it’s a wonderful, eye-opening, learning experience, it’ll widen your world view, you’ll find out more about how business works, you’ll meet some great new people – and have some fun.

If you have the opportunity – don’t pass it up.

*Speaking of “Starter List,” don't forget Mo's Fireworks, The Sofa Doctor, State Inspected Cheapies, Big Norm's Beer, Bait & Ammo, Linoleum Heaven and the unforgettable Dew Drop Inn. If you called on this class of accounts I’d love to hear some of the names. E-mail taz@tazmedia.com