Next up in our series on finding high performance Account Executives is Massimo Rosati, President of Binnie Media. The privately owned, New Hampshire-based multimedia company operates radio stations across Maine, Massachusetts, and New Hampshire. Rosati has more than 20 years’ experience in radio.
Radio Ink: Is it harder to find high-performing Account Executives with media experience these days?
Rosati: It’s harder to find people that are successful in media, so you have to look outside of the box for people who have been successful in other industries. You have to give them the same opportunity just like any other person with media experience. The traits you are looking for are pretty common to sales no matter what you are selling. Drive, passion, motivation, and hunger. Sales is money driven; they are driven to be successful not only in a career but also successful with their wallet.
Radio Ink: Is it all about their wallet when it comes to incentives?
Rosati: I think incentives are good tools if used right. Each individual seller is different; they have different personalities and different individual goals. I think it’s difficult to move the needle if you try to do a generic incentive across the entire sales team. I think you’ve really got to incentivize your sellers individually. I think recognition is very important. You should constantly motivate their strengths, manage their weaknesses, and make them part of the process. Another key is getting them to become more team focused and then incentivize them on the overall team goals.
Radio Ink: Do you have benchmarks for your high-performers?
Rosati: Yes we do. A high-performer is not necessarily always measured by the amount of billing they have. I think a high-performer is also somebody who’s very involved in the team atmosphere. They should also be very account focused, driven to succeed not only professionally, but also having their own individual goals of what they want to achieve.
Radio Ink: What role should high-performers play in motivating the rest of your staff?
Rosati: I think that sometimes where we make a big mistake is to try and take our high-performers and make them into Assistant Managers. I think high-performers are there to lead by example, to contribute in sales meetings, to answer some questions. But they’re not there to manage, they are there to be a role model for those mid-level, middle-of-the-road sellers to strive to get to. Make sure you’re spending time with your high-performers; they typically represent the top spending on your stations. Encourage your mid-level sellers to be the best they can be, using examples of your high-performers. Coach them and let them know you have the trust and faith in them to become a top performer.
Radio Ink: What factors should be considered before firing an AE and how long before pulling the plug?
Rosati: Before you fire an AE a performance plan should be put in place to help manage where they are underperforming. You also have to watch and see if they are involved in the sales meetings; are they interacting with you during one-on-ones, are they asking enough questions, do they feel comfortable taking risks, falling on their face sometimes. And if they do make mistakes, do they learn from them the first time. Remember, be slow to hire and fast to fire. I feel as managers you have a tendency to hold onto something that isn’t there. If you properly train, coach, and manage, within 90 to 120 days you should know as a manager if they are going to make it or not. Radio sales is not for everybody.
You can reach out to Massimo Rosati at 603.230.9000 or email [email protected]
