A CONVERSATION WITH A SUCCESSFUL SALES MANAGER Paul Windisch recently rejoined radio, signing on with Summit Media as general sales manager in Springfield, Missouri. From 2011 to 2018, Windisch was general manager of Koplar Communications and helped launch Fox 5 KRBK in Springfield. Before his work in television, Windisch served as a market manager for Clear Channel. Then he launched Freedom Consulting, where he helped companies grow through marketing consulting, sales training, recruitment, and operational strategy. Now that he’s back in radio, he has a very interesting perspective on the business and what he witnessed from the other side. Here’s our conversation with Summit Media’s Paul Windisch. Radio Ink: Why did you decide to come back to radio? Windisch: I actually wasn’t planning on this, nor looking. My consulting business was going well and I was focused on growing that. But when Janelle Moffett [President/GM of Summit Springfield] called me, I knew pretty quickly that this was what I was supposed to do. Radio Ink: What was it like on the other side of the desk? Windisch: After 25 years in the media
industry, doing consulting work for businesses was certainly a change. I was able to see things from the business owner’s perspective that I may not have been able to see otherwise. It helped me realize, even more, the ever-changing needs of business owners. Radio Ink: When radio reps called on you, what was your perception of how they did? Windisch: I had some projects where radio account executives did call on me. I was probably easier on the media reps because I know how hard it can be to get opportunities to present businesses with advertising plans. Overall, I’d say most reps did well. But I believe there is a lot of room for growth in the training and development of advertising sales reps in general. Radio Ink: How does working for radio compare to working for TV? Windisch: There are obvious differences between the radio and television industries. But to me, it was never about the medium. From an advertising standpoint, as long as we are helping clients get the right message to the right people, there will be success with their campaigns, no matter if they are using radio, television, or digital.
I’ve always tried to make my focus about the people. If we encourage and develop our people the right way, and they are doing the right things for the advertising clients, good things happen. Radio Ink: What’s your philosophy on how to make radio sellers successful? Windisch: It starts with taking the time to find the right people. Too many companies hire as many people as fast as they can, in hopes they can get a couple of reps that “stick.” This is not effective at all. It wastes valuable time and money and it hurts our industry. Once you have the right team, I believe you have to lead people based on their personalities and their strengths. Each person is different, so you have to guide each one differently. I also believe that consistent, ongoing training is necessary. Without consistently training on the entire sales process, even the basics, we all tend to take shortcuts and develop bad habits. It’s like any professional athlete. They are constantly working to perfect their skills. Otherwise, they too develop bad habits. It should be no different in any industry. Radio Ink: Should sellers be motivated by money or success?
12 RADIOINK.COM DECEMBER 13, 2021 2RI Windisch 12-13-21 (2 pages).indd 12
12/1/21 7:50 AM
