Build a Sales Dream Team for Your Radio Station (Step-by-Step)
Discover how to build and structure a high-performing radio ad sales team. Recruit smarter, sell better, and scale faster!
Hey, Reginaldo Osnildo here again!
Let’s get real for a second:
You can have the best advertising packages, unbeatable reach, and a killer brand…
But without a strong, well-structured sales team, you’re leaving money on the table every single day.
Sales are the engine of any successful radio station.
So today I’ll walk you through how to build, structure, and scale a sales team that’s not just busy — but closing deals and driving serious growth.
Let’s go!
1. Define the Profile of the Ideal Radio Salesperson
Before you recruit, you need clarity:
What kind of person thrives in radio sales?
Here’s what I always look for:
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Excellent communicator – Can they talk with confidence, listen actively, and explain clearly?
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Resilient and persistent – Radio sales is about follow-up and bouncing back from “no.”
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Market-savvy – Do they understand how local businesses think?
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Goal-oriented – Are they hungry to hit targets and beat records?
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People-first mindset – Relationships > transactions.
Pro tip: Sales skills can be taught. But drive, attitude, and emotional intelligence? That’s what you hire for.
2. Start Small — But Smart
You don’t need 10 people on day one. Focus on quality over quantity.
For smaller stations, I recommend:
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1 Commercial Coordinator
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2–3 Sales Executives
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1 Sales Support/Admin (optional but helpful)
Set the team up with clear areas of focus:
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One rep for small business
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One for mid-to-large advertisers
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One for event/promo partnerships
Everyone knows their lane, and you avoid overlap or confusion.
3. Create a Sales Playbook (Even If It’s Just 10 Pages)
Don’t let each rep “do their own thing.”
Structure brings results. Your sales playbook should include:
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How to prospect leads
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How to pitch and present
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Common objections and how to answer them
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Pricing models and packages
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Scripts and email templates
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Follow-up schedule templates
Even a basic Google Doc is better than chaos.
Standardize the process — then scale it.
4. Train Like a Coach, Not Just a Manager
Your team isn’t just there to sell — they’re there to grow.
That means ongoing, hands-on training like:
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Weekly roleplay sessions
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Live listening and pitch reviews
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Guest speakers (you can even invite me!)
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Case studies of successful campaigns
Every training should answer this question:
“How can we sell better and serve better this week?”
5. Set Clear, Realistic Goals (and Make Them Visual)
A salesperson without a target is just guessing.
Set individual and team goals like:
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Number of contacts per week
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Number of meetings booked
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Proposals sent
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Contracts closed
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Revenue generated
Track everything in a simple dashboard or spreadsheet.
Update it weekly. Celebrate wins. Address roadblocks fast.
What’s measured improves. What’s ignored fades away.
6. Build a Culture of Accountability + Celebration
Here’s what I’ve learned:
Salespeople love freedom — but they need structure.
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Track performance without micromanaging
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Offer feedback often (don’t wait for month-end)
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Celebrate even the small victories
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Create weekly competitions (e.g., “Who booked the most meetings?”)
Make success fun and visible. Motivation follows momentum.
7. Use Tools That Save Time and Help Close
Equip your team with tools that make life easier:
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CRM system (even a Google Sheet works at first)
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Email templates for follow-up
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Proposal templates
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Digital contracts
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Access to station statistics and case studies
The less time they spend organizing, the more time they spend selling.
8. Hire for Growth, Not Survival
Once your structure is working, start thinking ahead:
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Who’s your next top salesperson?
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Should you add a digital integration specialist?
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Could one rep focus on strategic partnerships?
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Is it time to hire an inside sales rep to handle inbound?
Don’t wait until you’re overwhelmed. Build for tomorrow, today.
Final Word: A Strong Sales Team Builds a Strong Station
Your station’s growth isn’t just about content or signal strength.
It’s about people — the ones out there talking to local businesses, building relationships, and closing deals every week.
Build your team like a coach builds a championship squad:
With vision, structure, support, and standards.
And when you do that?
Your sales team becomes your biggest asset.
📘 Want to Build a Winning Sales Team From the Ground Up?
If you loved this article, my full guide gives you everything you need to:
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Recruit and train top-performing radio reps
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Structure your sales department for scale
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Implement efficient processes
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Keep your team motivated and focused
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Build a station that sells — not just plays
Grab your copy here:
Whether you’re starting from scratch or upgrading your team — this book is your playbook.
Let’s build your dream team, one hire at a time.
— Reginaldo Osnildo