In 17 years of media sales consulting, I have observed three issues that seem to rear their ugly heads repeatedly. As radio retools toward The New Radio Model with a focus on generating higher revenue, these three obstacles must be overcome:

1. Too many rookie salespeople don’t succeed.
2. Managers want their people to make more face-to-face calls.
3. Veteran salespeople are not always good at getting quality appointments with prospects.

Certainly there are others but these come up often, and in today’s extraordinarily soft advertising environment, these problems are only magnified. If radio is to succeed long-term in recapturing revenue a New Radio Model, fundamental structural changes are in order.

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