Sal Abatemarco has over two decades in the radio business. He got into radio because, after ten years in another industry, he decided he wanted a fulfilling career, not just a job.
After an interview at WKJY on Long Island Sal fell in love with radio. It became his passion.
The sales side of the business has always been his Sal’s calling. It’s the challenges of selling and the thrill of competing against goals and helping clients build their business that motivates him to succeed.
He says he’s always been a natural leader. “I find myself mentoring and guiding new sellers and paying back the favor a friend of mine did for me bringing me into radio. I also feel that I have a lot to offer people breaking into the business. I believe we have a responsibility to help team members grow. The advice and guidance that we provide other people and the success they achieve is ultimately our legacy.”
Sal is now the National Sales Manager for CMG on Long Island.
Last week in Dallas Sal was named Radio Ink’s Radio Wayne winner for Top National Sales Manager for 2019.
What were you thinking when your name was called in Dallas last week?
Sal Abatemarco: It was surreal. I was very honored just to be in a group with such talented people. But of course, was hoping for the win – I am a salesperson ya know, that’s our nature. When I heard my name called, I felt that all my hard work was being recognized. It was a very proud moment.
Tell us about the relationships you have with your team and why they respond to your leadership?
Sal Abatemarco: My team knows that I will do any of the heavy lifting that needs to be done to show buyers and clients why WBAB and WBLI are the best choices. They know they can count on me to do the research, be creative with presentations, and fluid with our pricing when we have to be. I trust them and they trust me.
Radio Ink: How do you stay sharp? What are you doing to stay on top of your game?
Sal Abatemarco: I stay sharp by continually asking questions when avails come in. Consistently interacting with buyers gives me more information than any avail specs could. I love using qualitative data to tell a deeper story. Research can be the game changer.
How do you keep your team sharp in a world where things change so quickly and advertisers are bombarded with salespeople every day?
Sal Abatemarco: I try not to overload them with useless information. Every month I send out an email to my team telling them about ratings, market trends, and what type of big promotional and incremental opportunities we can use to increase share. I use bullet points to be crisp and to the point. My reps know that if there is something going on in our market, I will keep them updated.
Radio Ink: What do you guys do to constantly educate clients that radio works? I’m lucky, our buyers already believe that radio works.
Sal Abatemarco: Being in a Suburban market, right outside NYC, our toughest job is continually educating buyers that our market is its own separate entity. We are a top 20 market after all. Long Islanders see themselves as Long Islanders before New Yorkers. Fighting the spill and convincing buyers that we are a separate market that deserves a separate budget takes time, solid qualitative, and great relationships. I always talk about the uniqueness of our market every time we meet.
Radio Ink: What advice do you have for other managers across the country so one day they might walk up those steps and win a Radio Wayne?
Sal Abatemarco: Be creative, obsessively do your research, think outside the box, and find ways to get your reps and clients to understand your story. They are very busy and you need to break through that clutter to be heard. We are all in this together and working towards the same goal! Finally, treat your clients and reps with respect and let them know how much you appreciate their business and effort …NEVER TAKE ANYTHING FOR GRANTED! Hard work will always pay off in the end.
Reach out to congratulate Sal for being the best National Sales Manager in radio at [email protected]
