PBMA 2008 Compensation Underwriting Sales Reps

1. PBMA 2008CompensationUnderwriting Sales Reps Presented by: Kirk Nelson

2. PRP Client Stations Seattle Austin Phoenix Nashville Sacramento Cincinnati Denver St. Paul Minnesota

3. Question’s • What concerns or frustrates you most about your current comp plan for corporate support? • What’s your GOAL?

4. Session will Cover • Define Compensation • Understanding Dimensions to Selling • Designing a Plan for Your Market • Five Different Plans – Pros & Cons • Achieving Results

5. Compensation Defined Dictionary.Com • The act or state of compensating • The state of being compensated • Something given or received as an equivalent for services

6. Understanding Sales Types • Retail Salesperson • Reactive selling/business comes to you • Focus on product features benefits • Outside Salesperson • Pro-active selling/you go to the business • Focus on: • Product features and benefits or • Customer focused-solutions • Telemarketing • Lead generator or product peddler • script selling • Focus on sale • Industry-Type • Short or Long term sales • Focus on buyer needs

8. Broadcast Sales • Product Peddler • High Plan • Low Participation • Counselor Representative • Low Plan • High Plan • High Participation • Relationship

9. Reward What You Need? • Spot Sales • 9% Existing Business and renewals • 20% New Business first 15 months • 25% Web Sales • Events • 10% Renewals • 15% New Business • Group Market Stations • 15% Lead Sales Rep • 9% Station Rep • 1% Business 10%+ Quota • 2% Business 20%+ Quota • -1% Deduction less than 95% of Quota

10. Value of Inventory Broadcast Print Events Web Specials Other Values in thousands

11. Selling Compensation Continuum Degree of Difficulty Easy Hard

12. Designing a Plan for Your Market • Understand your markets value • Market Compensation Considerations • Total Compensation Statement • Recruitment - Positioning Your Compensation

13. Understanding Your Market • Public Broadcasting Profile • Excessive Talent Pool • Growing Market Economy • Culturally Dense • Rich in Public Broadcasting Categories • Commercial Competition • Public Competition

14. Compensation Considerations • Pay – Commission, Salary, Both • Medical Benefits • Education • Non-taxed Retirement Accounts • Time Off • Retirement Benefits • Station Position – 1st or 2nd tier • Work Environment • Selling Tools & Support

15. Recruiting The 7 Behaviors • Customer Service • Self Management • Written Communications • Persuasion • Interpersonal Skills • Goal Orientation • Presenting

16. Recruitment Posting Do You Love Public Radio (Television)… Corporate Sponsorship Sales - Public Radio Partners seeks determined and persuasive sales professionals to join our public radio sales team at XXXX. Position requires the development of new business and excellent communication and presentation skills. 3 years sales experience and 4 year college degree required. Media or marketing related sales experience preferred. Please e-mail cover letter and resume to xxxx xxxxxxxx at xxxxxx.com

17. Promote your Total Compensation Value Statement to Good Candidates

18. 5 Types of Comp Plans • Salary Only • Salary + Commission • Salary + Commission + Bonus • Commission Only • Commission + Bonus Plus Sales Manager Comp Model

19. Station Perspective + Easy to budget + Easy to manage cost of sales + Easy to process Difficult to recruit “good” sales people Difficult to motivate sales people Station must create demand Employee Perspective + Guaranteed Income + Can budget accordingly Slow income growth No incentive to grow revenue 1. Salary Only - Station

20. Station Perspective + Greater motivation to promote budget attainment + Better recruiting tool Requires establish trends to budget More time to process payroll Employee Perspective + Provides safety net for reps + Modest opportunity for income growth Significant upside may be difficult 2. Salary + Commission

21. Station Perspective + Excellent recruiting tool + Promotes budget attainment + Promotes employee engagement Requires establish trends to budget More time to process payroll Employee Perspective + Provides safety net for reps + Opportunity for income growth 3.Salary + Commission + Bonus

22. Station Perspective + Budget against projected billing + Cost of sales variable based on performance + Good recruiting tool Incentive flexibility for budget attainment Expect Low performer turnover Employee Perspective + Significant income potential for high-performers Viability of income based on ability to perform 4. Commission Only

23. Station Perspective + Budget against projected billing + Excellent recruiting tool + Promotes budget attainment + Promotes employee engagement Requires establish trends to budget More time to process payroll Expect Low performer turnover Employee Perspective + Significant income potential for high-performers Viability of income based on ability to perform 5. Commission + Bonus

24. Sales Management Comp

25. Cost of Sales Considerations • Cost of sales • Whatever the cost, employee comp stays the same • Total Compensation Package • Base • Commissions • Team bonus • Individual bonus • Discretionary Incentive flexibility

26. Compensation Agreement • Guaranteed Commissions • Guaranteed Commissions Pay Structure • Individual Commission Structure • Charge Back Policy • Termination • Background Check & Drug Screening • Acknowledgement

27. Achieving Results • Responsibility • answerable for something within one's power, control, or management • Accountability • Being accountable, liable or answerable

28. Responsibility • Sales Manager • Assigning realistic quotas • Obtainable objectives • Based on station or industry benchmarks • Maximizing department revenue potential • Overall department development • Tools to succeed • Sales Rep • Understanding departments, and individual goals and objectives

29. Accountability • Manager • Attainment of budget objectives • Monthly, quarterly, annually • Department account collections • AR minimums • 30, 60, 90 & 120+ • Sales rep • Meet or exceed personal Quota • Monthly, quarterly, annually • Personal account collections • AR minimums • 30, 60, 90 & 120+

30. Rep Growth Rates • First Year 100K – 150K • Year Two 250K • + 50 – 100 % prior year • Year Three + 25 – 50% • Year Four + 20% • Senior Rep +10%

31. New Rep Growth Expectations $0 - 1,500 Month 1 $2.5 - 5,000 Month 2 $5 - 10,000 Month 3 $7.5 - 10,000 Month 4 $8 - 12,000 Month 5 $8 - 12,000 Month 6 $10 - 15,000 Month 7 $10 - 15,000 Month 8 $10 - 15,000 Month 9 $12 - 20,000 Month 10 $12 - 20,000 Month 11 $12 - 20,000 Month 12

32. Benchmarking Performance Radio

33. Benchmarking Performance TV

34. Salary Only • Measure activity during Probation Period • Time in, time out • # new business calls • Daily, weekly • Total # calls • Daily, weekly • # presentations • weekly • # Sales

35. Revenue Versus Collections • Revenue is predictable three months • Revenue can be: • Planned • Predictable • Sustainable • Collections can be erratic • If rep leaves there’s little motivation to work account

36. ?? Questions ?? Presented by: Kirk Nelson