What’s Old Can Be Fresh & What’s Fresh Can Be Old


(By Bob McCurdy) What follows are thoughts communicated in the first session to new hires participating in a training program specifying what it would take to succeed in the course and radio sales in general. The idea was to set the tone, to get them thinking, to influence their mindset and get them to envision what is professionally possible if they chased excellence. There were four key areas of focus: commitment, themselves, sales, and expertise.


– Understand you are the authors of your lives. You alone determine how successful you will become. There are different degrees of commitment ranging from partial to total — only you can decide to what degree you commit.

– A good credo to embrace immediately: “I accept full responsibility for the successes and failures in my life. I am the sum total of my decisions. If I am not where I want to be at this point, I am my compromise. The good news is I can begin to create a new future, today.”

– At some point in your life, you have to say, “Hey, I want to excel at this and I am willing to make it a priority.” Now’s a good time.

– The average person only puts 40% of their energy into their job (interested). The world tips its cap to those who put in more than 60% and stands on its head for those who put in 100% (committed). Have them standing on their heads.

– Everyone knows what they want out of life. Few are willing to give up what is necessary to get it. You will be more successful if you come to grips with this fact sooner rather than later.


It is 2045. What is it that you would want to have accomplished professionally? Begin living your future now.

– Integrity is not a sometime thing. Either you have it or you don’t. There is no such thing as having partial integrity. It is 100% or nothing.

– Your reputation is your professional currency. Protect it as if your career depended upon it, which it does.


– The beautiful thing about sales is that you never work for someone else. Someone else might sign the check but you are the one who fills in the amount.

– Never, ever lose sight of the fact that your own resolution to succeed is more important than any other success factor.

– When the competition matches you in ability and relationships, sustained effort gives you the competitive advantage. The one who quits last usually walks away with the order.

– Before you can begin to behave differently, you must begin to “view” yourself differently. Your behavior and “vision” are inextricably connected. Begin visualizing a different “you” today.

– The sales profession is a noble one. Be proud of it. Salespeople are responsible for the health of the economy and keeping much of the U.S. population, who are not in sales, employed.

– You are a brand. Never allow yourself to become a commodity. Everything you do or not do contributes to your brand. Guard it closely. Be a Mercedes.

– Understand the only “truth” is what the client believes. Not you.


– If you are not better informed and better prepared than the individual with whom you are dealing, you lose control of the sales process. Your goal should be towering competence in every aspect of your professional responsibilities.

– Unlike college, where you are competing for grades, you are now competing for $$. Know your stuff. There are no “curves” in business.

– As you progress throughout your career, remember that winners know how much more there is to learn even when they are considered to be experts by others.

The above came from a talk I gave to 100 new hires in a 2003 training program. Almost seventeen years later the points covered are as applicable today as ever — to those new to the business and those experienced.

Take a couple of them and live them, and it could positively impact the trajectory of your career.

It proves once again, what is “old” can be “fresh” and what is “fresh” can be “old.”

Bob McCurdy is the Vice President of Sales for The Beasley Media Group and can be reached at [email protected]


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