Keys to Accountabil

ity

• Impedes communication

• Reveals your insecurities

• Promotes sabotage• Is counter-productive• Costs you money!Accountability

Fear Based Management

• I'll get you my pretty... and your little dog too!

- retribution

• Don’t make me call out my flying monkeys!

-threats

• Look what you've done! I'm melting! melting!

- martyrdom

Accountability

You Do Not Have To Be “The Baddie” to be effective

•DO TO

•DO FOR

•DO WITH

The 3 D’s……

• Is willing to hear the truth.

• Engenders loyalty.• Does not micro-

manage.• Communicates

effectively.• Makes you money!

Fear is demanded. Respect is earned. You cannot have both.

Respect-Based Management

YOUR STANDARDS MUST BE FIRM,

FAIR… AND CLEAR!

Accountability

•Sit back, watch and LAUGH……..

Special thanks to my personal mentor and….. THE BEST BOSS, I HAVE EVER HAD…… Weezie Kramer, Region President, Entercom

Salespeople Can’t Be Accountable To You If They Don’t Know What You Want From Them VIDEO

Lack of communication with a superior is the leading reason that people under 35 gave for changing jobs.

- USA Today

Accountability

• The account executives at Radio Stations must possess a wide range of skills and have the ability to perform within certain standards.

• To achieve the challenging goals set forth, account executives are required to evolve their skills in specific areas of selling.

• However, if your are not way ahead of the curve, you cannot expect your team to follow….

Accountability

Start With THOROUGH Account Executive Job Descriptions & Competencies

Account Executive Job Description and Competencies

• Synergistic Selling – Cluster, Digital, Multi-Platform, Print, etc.

• New Business Development

• Product Knowledge• Pricing & Packaging• Each individual will be further

evaluated on the following:– Sales Competence– Technical Competence– Conceptual Competence– Commitment and Desire

Accountability

Sales Competence

The ability to:• Uncover client emotional needs• Listen to client problems & ideas• Create or develop solutions• Maintain the integrity of the station’s objectives and goals

Sellers Development Skills

Technical Competence

An understanding of:• Marketing & advertising statistics

• Measurement & methodologies

• Research & industry terms (and how to use them)

• The technological skills needed to make it all work!

Sellers Development Skills

Conceptual Competence

• Creatively blend facts and figures into a compelling story illustrating how the station excels as an advertising and marketing vehicle

Sellers Development Skills

Sellers Development Skills

Commitment & Desire

• Winning and achievement assumes excellence in performance

• Excellence requires intense commitment

• Desire to win and win right!

• You have to want to win

Performance Standards

• Each Account Executive should understand clearly in each category, what performance is:– Excellent– Good– Average– Poor

Accountability

• Develop sales-skill depth• Account development &

retention• New business

development- Appointment-to-proposal

ratio- Proposal-to-close ratio

• Profitability of business conducted

• Billing Collection

Growth Measurement

• Percent of Goal• Overall Revenue• New Business Accounts• New Business Revenue• Alternative Revenue• Avg. Number of

Accounts On Air• Shrinkage/Turnover

What Do We Measure?

• Client Retention• Average Price per Account• Receivables• AUR • Written Presentations• Demo Spots• Advertiser Success Stories• Referrals• Influence / Attitude / Teamwork

Accountability

What Do We Measure?

The Big 3:1. Asking for $$2. Prospecting3. Client Service

What Do We Measure?

• Informally– On Calls– In Office– Interaction with

Others

• Formally– One-on-one, held as

you are prepared for them, tracking past and future activity

– Formal reviews (quarterly, yearly)

Accountability

How & When To Measure

• Summarize what is to be done

• Include completion date• Monitor progress the

next time you gatherWrite It Down!

Accountability

Informal Meetings

• You and seller grade on key points(Seller will likely be more critical

than you)• Compare notes• Pick the 3 most important points• Summarize what is to be done• Assign a completion date• Monitor progress at subsequent

reviews (do NOT wait for a year)

Accountability

Formal Reviews

Write It Down!

“I know you think you understood what I said. But I am not sure if what you think you understood is what I meant to say, understand?”

- Overheard at O’Hare Airport

Accountability

• Monday Morning Meetings• “Got-It” Fund• “You understand? Terrific, sign here…”• Staff discussion of points.• Even a blind squirrel…

Accountability

Are You Getting Through?

• Body Language = 58%• Voice = 37%• Words = 5%

• Know what people expect of you (above and below)

• Look for mutual understanding

• Get rid of non-productive staff

• Be the leader in finding your weak areas

• You’re not likely to be promoted until your team is in order

Accountability Issues

Keys to Accountabil

ity