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Inside The Mind of a Great Mananger


Greater Media Boston's Brian Samborski is one of the most successful National Sales Managers in the country and a recent finalist for a 2013 Radio Ink Radio Wayne award. Market Manager Rob Williams says "Brian Samborski is the best NSM I've seen in 20+ years. He's idea/solutions focused, an outstanding partner with Katz Radio, and has deep and strong relationships at both client and agencies. Brian is consistently acclaimed by reps and clients alike as the model for NSM. And, he has grown GMB's market share year after year." Samborski has 15 years of selling radio under his belt now, starting out as an AE, advancing to D.O.S. and now as the National Sales Manager for Greater Media's five Boston FM's. He says what attracted him to radio sales was, "Working closely with different people, competition, the art of convincing others to purchase your brand, being creative and coming up with new ideas and concepts. Here's our interview with Brian Samborski.

What is the key to being a successful sales manager today?
I feel the key to being successful sales manger today is being creative with ideas and strategy, concise and innovative in relaying important information, and over executing and recapping promises and programs.  Being consistent in this approach is absolutely key in order to gain credibility, respect and trust.  But having a team in place that can execute this plan is the most important part. 

What are the challenges of being a Sales Manager in 2013?
The biggest challenge is adapting to an ever-changing advertising world in which buyers and sellers alike have much more on their plate than they did five years ago. This puts details, good strategy, and execution in jeopardy because of the small amount of time that is allotted for each sales opportunity. With every due date having an “ASAP”, it makes it much more difficult to help our customers solve their problems in an effective way.  

What is your philosophy on dealing with and leading people?
My philosophy is being likeable, if not lovable!  But in order to get there you need to have built credibility with your sellers by example … working hard, being creative, being consistent and delivering on promises.  Also in order to be “likeable”, you need to keep your sellers motivated and interested and also set firm expectations that are agreed upon by the seller and the manager.

Give an example of a success story regarding you and one of your salespeople you are most proud of. 
We were pitching a 40% share of Verizon Wireless and didn’t have the strength in the younger demo for the buyer to feel we deserved it.  I worked with my sales rep, John Walsh, on a strategy. We had developed a strong relationship with the buyer and had enormous credibility and trust.  We came up with a very creative added value concept that would run on all stations we knew the buyer and client would love (we did a ton of research on their marketing objectives to come up with our idea).   The buyer absolutely loved it and gave us the share we wanted at the end of the presentation (before we even asked for it!).  It was incredible.  We took the time to build the relationship and earn her trust.  We did our homework coming up with an incredible idea that was no “heavy lifting” on her part.  We put together a concise, creative presentation to pitch the idea and landed the 40% share.  We went through each step together.

Who do you admire (outside your family) and why?
I admire Abraham Lincoln.  I think in today’s world people expect a pass or preferred treatment for having grown-up in a difficult environment whether it is depression, death of a family member, financial struggles.  Abraham Lincoln faced all of these and more and became the President of the United States. And during his term he faced the greatest challenge ever faced by any former or current US President and rose to the challenge incredulously. I admire his abilities under pressure, his strength and perseverance during horrific times and his oratory skill to motivate and instill messages to his people. 

Congratulate Brian on a job well done and representing the radio industry so professionally

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