Look people, I know times are bad. Real bad. But there is a disconnect inside many radio companies that is compounding the revenue problem. When so many advertisers are either cutting back on advertising or eliminating it, each and every sales encounter is critical. The closing ratio is more important than ever. We've all heard Einstein's quote that says the definition of insanity is to continue doing things the same way and expecting different results. People do what they know how to do. If you want people to do something better, they must be taught a better way to do it.
 
In other words...they need training. But training is being denied in a recessionary attempt to limit expenses. This is a spreadsheet mentality which is being misapplied to this vital issue. Training is not a line item expense...it is a necessary investment. This is true in all industries, not just radio. Training is how you improve the performance of existing employees and how you maximize the return on your investment in new employees. To deny training is to suppress the ability of people to succeed. It is penny wise and pound foolish.

But the upper tier decision-makers in radio are faced with tremendous challenges right now, and those challenges are understandably shaping their perspective. Wall Street and corporate CFO's are not going to suggest spending money on training. Thus, the disconnect. So it's up to the training industry, trade organizations, state associations, and sales people themselves to make sure that training is included in all ongoing discussions regarding what needs to be done to address current revenue challenges and radio's preparation for the future.

At the risk of sounding like a sales pitch, let me just state that training is not an expense. It is a necessary investment that offers the quickest and most significant return of all the investments that a radio company can make. If you invest $1000 in training a sales person, and if your margin is 30%, then the training self-liquidates when that person closes sales equaling $3333. Depending on market size, that amount typically represents just 1-3 average orders! Every additional dollar generated after that is gravy. Gravy is as good on a spreadsheet as it is on homemade biscuits. 

As bad as things are right now, radio is uniquely positioned to turn this economic climate into an opportunity. But old habits will not yield new and improved results. An investment in training will provide deserving sales people with skills that will enable them to close more sales right now as well as in the future. Talk about a morale booster! And when they close more sales, your company makes more money. 

It doesn't get any more logical than that.