(By Bob McCurdy) The other day I was reviewing material that I presented four years ago to a radio cluster while prepping for a conversation with several new hires. Much of the material remains relevant not only to those new to the business, but anyone committed to being at their best. What follows are a few of the points covered, along with updated comments.
- Challenge your assumptions regarding what is “possible.”
Comment: Because something has not been done, no one is doing it, or it has not worked in the past, doesn’t mean it can’t, shouldn’t, or wouldn’t work now. Approach your responsibilities through an ever-evolving lens.
2. One’s own determination to succeed is the single most important ingredient to success.
Comment: More often than not, perseverance triumphs over raw talent. The one who quits last usually wins.
3. Outstanding results are the product of good habits.
Comment: When we change our habits, we enhance our potential. When we enhance our potential, we can positively change our life. When we change our life, there is a greater likelihood of attaining our goals and fulfilling our dreams.
4. “Know.”
Comment: Knowledge leads to conviction. Conviction leads to confidence. Confidence leads to effectiveness. Effectiveness leads to success.
5. Strive for profound expertise.
Comment: Have you ever watched Antiques Road Show? If someone can extemporaneously talk enthusiastically for 10 minutes about the leg of a two hundred year old chair, we should be able to do the same when talking about our stations and digital assets. Profound expertise positively influences and opens doors.
6. The unrequired work is the great “separator.”
Comment: Those who are successful do all that is expected — and then some. There’s genius and a lot of $$ in “and then some.”
7. Progress requires change and change requires “overcoming ourselves.”
Comment: Change requires strong will and considerable discipline to modify existing habits. Discipline, rarely seen as a “skill,” could be the most underrated contributor to long-term success.
8. You don’t take control of your own life until you take control of your own learning.
Comment: Turn your home into your personal university. Avoid being solely reliant on others for your professional development.
9. Be seen for what you “know” in addition to what you “sell.”
Comment: Be worth “knowing.” Forget about bringing clients donuts to get some “face time.” Bring your professional expertise along with some ideas as to how to move their business forward. Ask yourself, “If the roles were reversed, would I ‘see’ me?” Bring value to every client interaction.
10. Always be in a state of “becoming.”
Comment: It’s simple: Stop evolving…stop succeeding.
11. A tailor is smart. He takes a new “measurement” every time he sees one of his customers.
Comment: The competition is laser-focused on taking what you have. Listen, observe intently, and keep your antennae up. Things change. Continually take new client “measurements.”
12. If you want to learn something, put yourself in a position where you have to teach it.
Comment: There is something quite motivating about not wanting to embarrass oneself in front of others. It forces focus, attention, retention, and long-term learning. Volunteer to present at sales meetings.
13. Your ability to generate revenue is the sum total of “what” and “who” you know.
Comment: Go “fishing” every day. Expand your rolodex.
14. Honest reflection is “experience” understood in relative tranquility.
Comment: Find a way to make it happen every day. An experience isn’t truly yours until you’ve mulled it over and digested its lesson.
15. Evidence of success leads to confidence to invest.
Comment: We can now provide powerful first-party performance data to our clients. Empirical always trumps anecdotal.
16. The net benefit we bring to our company is the difference in revenue we generate (all things being equal: ratings, pricing, etc.) than the competition would generate.
Comment: Are you?
Every time I review this material with salespeople it brings to light those areas on my end that are in need of some refocus. So in reality, I benefit from these discussions as much as, hopefully, they do.
Bob McCurdy is the Vice President of Sales for The Beasley Media Group and can be reached at [email protected].
