Bernie Weiss is president of iHeart Media New York. He started his 25-year profession in broadcasting in Europe, the place as Basic Supervisor he established the most important business radio group in Austria. After shifting to New York in 2004, he joined iHeartMedia as an AE for Hip Hop and R&B juggernaut Energy 105.1.
Weiss shortly grew to become the most important producer of latest enterprise, and was promoted to native gross sales supervisor after which to basic supervisor of gross sales, vice chairman of gross sales, and senior vice chairman of gross sales. He now oversees a number of the world’s largest radio manufacturers: High 40 WHTZ (Z100), AC WLTW (106.7 Lite FM), Hip Hop WWPR (Energy 105.1), Traditional Rock WAXQ (Q104.3), Information/Speak 710 WOR, and Outlet WWRL-AM Black Data Community.
In 2021, Weiss revealed ACE IT: How gross sales champions win new enterprise, A brand new enterprise gross sales information with confirmed, real-world methods and textual content that may be utilized to any gross sales state of affairs. This is our dialog with Weiss in regards to the e book — and some different subjects, too.
This is a preview of the quilt story with Weiss. For full digital entry to the interview and record of the most effective managers of 2022 click here
Radio Inc: What have you ever discovered through the years to inspire salespeople essentially the most?
Weiss: The most typical reply is cash, however I do not suppose that is true. I do know many salespeople who aren’t motivated by cash – motivated by problem. They provide them a purpose, corresponding to the quantity of payments or expectations. An excellent boss has a dialog as quickly as they begin working with a brand new worker. What are their objectives in three, 5, 10 years from now? What do they need their life and profession to seem like? As soon as managers know this, it makes it a lot simpler to inspire, handle and prepare them every day.
Radio Inc: What do you search for in a superb salesperson and the place do you discover them?
Weiss: You should have a couple of primary traits to achieve success at gross sales, however on the whole, I believe nearly anybody may be good at gross sales. These primary traits are self-discipline, empathy and curiosity. This is essential. All the pieces else may be realized.
The perfect salespeople observe a course of. Each sale is completely different when it comes to merchandise and other people, however most gross sales observe a sure sample that does not change a lot from sale to sale. It begins with discovering the potential, proper as much as the top, when the deal is accomplished to launch an precise marketing campaign. As a result of it’s a course of, it may be damaged down into steps and thus taught and realized. So when you’ve got these primary core traits, you is usually a good salesperson. We discover them in every single place – media gross sales on the whole, however now we have so much on the group which have been profitable in different industries. Considered one of our greatest managers got here from the style trade. We attempt to be open minded, search for these traits, after which train them.
Radio ink: Radio gross sales aren’t flashy. So how do you persuade individuals to come back into the radio trade, the place they are often fired on their very own to make it work?
Weiss: I don’t agree as a result of I believe he’s a wizard. If the radio is an app and has 90% entry, is free, easy and has an affect, cannot you obtain this app? I believe as a result of we glance from the within out, we do not inform that story very effectively, even within the hiring course of. I believe as an trade, we will do a greater job of getting individuals excited to work in our trade. It isn’t only a nice job in gross sales, however promotion, advertising, and many others. It’s a fantastic occupation.
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Congratulations to Bernie on a wonderful broadcasting profession at [email protected]. You may order his e book Ace It on Amazon over here.
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