"Cluster selling does work, and when done correctly, it works better than selling with separate staffs," insists Frank Kulbertis of RadioActiveSales. At RAB2004, he'll show you how it's done in his Thursday afternoon workshop, "Do You Have the Courage to Cluster-Sell Correctly?"

"Selling multiple products is not unique in industry," Kulbertis points out. "In fact, about every industry you can think of has salespeople selling multiple products, from automobiles to furniture to pharmaceuticals. Cable TV doesn't have one person selling Home & Garden Television and another selling ESPN."

Radio's critical challenge, says Kulbertis, is to put new systems in place to make cluster selling work. And the #1 most important element is to adopt a new compensation plan that matches sellers' compensation with management's desired results.

"We're dealing with outmoded compensation systems, paying people the way we paid them when they were selling one or two stations," says Kulbertis. "Too many owners and managers are afraid to change, or they aren't willing to invest the time and effort to change. Too often, we're a bunch of lazy, spineless wimps."

Kulbertis promises to take some of the mystery and the risk out of putting more suitable systems in place. He'll provide a blueprint for building a proper compensation plan that leads to higher profits in cluster situations. You'll hear real examples of stations that are doing it right--and getting great results.

Another key to successful cluster selling is devising an appropriate pricing structure. "Discounting multi-station buys doesn't mean we're going to get less money than we should," Kulbertis insists. "Giving it away does the individual station no good, and it does the industry as a whole no good." In this session, you'll learn new pricing schemes that let you offer multiple-station discounts while maintaining rate integrity.

Don't be a lazy, spineless wimp. Become a cluster-selling dynamo. Register today for RAB2004, the Radio Sales, Management and Leadership Conference, February 5th-8th at the Adam's Mark in Dallas.

RAB2004 in Dallas.
You come. You learn. You make money. Period.

George Hyde
RAB Executive VP/Training & Meetings