Columbia School of Broadcasting

The Broadcasting Sales and Management course provides individuals an understanding of the complexities involved in selling services and managing customer satisfaction in an unstructured market. It is designed to teach and provide sales, closing and marketing techniques for a career in marketing.

3 comprehensive phases; 4 credit hours; 4 hours class time per day; course schedule varies; 50 clock hours.

Phase 1: Introduction and Orientation, Review of Station Goals and Sales Objectives - Radio, Television, Cable and Satellite broadcasting similarities and disparities are discussed and reviewed. Setting reasonable sales goals versus expected. A discussion of successful sales and marketing. Advantages of the different venues and the ease and difficulties of selling each one. 10 hours.

Phase 2: Advertising, Station Relationship to the Client - Station organization, positional responsibilities, local, regional, national and international advertising differences. Agencies and their affiliation with advertising. Understanding the use of brokers, advantages and disadvantages. Using sales tools. 20 hours.

Phase 3: Making Calls, Managing Clients, Approaches to Sales - Defining the client and the competition, fending off other media, sales sequences, servicing your accounts for the long term, Do's and Don't's, developing presentation skills and winning pitches, keeping clients satisfied, developing a professional selling manual for your service. 20 hours.