A local Namibian radio station has found that a motivated sales team, trained and grounded in core sales principles, is a key way to ensure environmental conditions have no impact on station revenue.

Sales Director Christine Thompson from Radiowave says her sales team are so well trained and motivated that the global economic crisis has had very little impact on their bottom line.

Radiowave engaged media consultancy NRS Media to implement a new advertiser acquisition solution for radio – Image Plus™ – four years ago and has seen her team’s performance improve every year since. Image Plus™ is a revenue solution which uses seminar methodology to educate advertisers about branding and the importance of advertising, but also incorporates substantial sales training for the station’s sales team.

Christine believes the training aspect of working with NRS Media is one of the greatest benefits of the partnership and many aspects have been carried over into their day-to-day business. She says, “The relationship building with clients is far stronger than before. Using the basic telephone techniques to get appointments can be used all year round. In fact [the Image Plus™ solution] has made it easier for the sales team to sell radio.”

She says “Our customer relationships have improved tenfold. The sales team are treated as old friends and are always welcome. Our opinions and suggestions are taken seriously by the clients.”

Advertisers are really enthusiastic about the Image Plus™ solution. Feedback to the sales team tells that advertisers’ brand awareness is up and their turnover has increased.

Christine says, “For us, we learn something new every year. It motivates us and it certainly is great having a lot of your annual sales target done and accounted for in one week.”