From an account executive stand point Friday can be the most productive work day of the week using part of the day taking stock and planning next week’s agenda while establishing priorities. Considering what extras can be provided to clients and prospects thereby letting them know you care. Enthusiastically embracing station sponsorships and marketing programs and bringing them to clients who might benefit from these programs.

Sales manager’s can ask similar weekly questions. What realistic goals can be set for next week and then sharing these with the sales team. Taking time to address the sales challenges and how can they be overcome. Addressing how best to address client’s needs. Plan a weekly session designed to help AE’s gain new skills and insights. Consider what tools can be added to benefit AE’s and clients alike. Address regular internal and external sales training needs. Look at station booking over the next six months. If projections are lagging address this issue now beyond telling the AE’s to “make more calls.”

After many years as an AE and station manger I now have a unique insight as an agency principal with a major retail client. To often I experience the “Friday” state-of-mind: Sales people virtually never call to see what they can provide or how they can help. They never inquire how the campaign is going. Providing client specific research or news stories is off their radar. Sales people far too often fail to follow through on the simplest of tasks including providing rates and schedules in a timely manner. Once a schedule is over only a small percentage of sales people call to see if or when the client might be advertising again. And in the last four years, not one sales manger has called to say “thank you” for the business or inquire what additional service they might be able to provide for the client. And since my client purchases radio across the state it would be nice if once an AE would inform me about a format change in their market or the latest research.

What’s today’s reality? Is new business now king with client service and sales support an afterthought? Does station management see ongoing sales training as an expense as opposed to an investment? Do ad schedules take precedent over client based solutions? Is there a greater focus on providing what’s good for the station as opposed to how best to help the client? Does station management embrace new Internet and/or social marketing solutions as part of an integrated marketing solution?

Achieving greater sales might be more about attitude than about day-of-the week. If a sales manger thinks every Friday “looks painfully similar to every other day within the last year” then can AE’s be expected to think any differently?

Management owes it to their staff to demonstrate leadership. This alone will help change Friday attitudes to something more positive and dynamic.

Jon