Close More. Renew More. Bill More.
The Radio Sales Edge gives account executives a battle-tested playbook — real scripts, objection flips, proposal frameworks, and rate-negotiation tactics — to build a bigger book and keep it growing month after month.
"Radio doesn't lose deals — reps do, and I'm going to make sure that stops happening to you."— Terry
What you'll learn
What you'll be able to do
- Build a prospecting pipeline of qualified local and regional advertisers using proven outreach sequences
- Craft a compelling radio advertising proposal that ties spot schedules to a client's specific business goals
- Handle the five most common advertiser objections — including 'we tried radio and it didn't work' — with confidence
- Write and present creative concepts that help clients visualize results before they spend a dollar
- Negotiate rates, added value, and multi-month contracts without eroding your station's rate card
- Retain and grow accounts through performance check-ins, upsells, and renewal conversations that lock in loyalty
How it works
A school that adapts to you
This isn't a set of static videos. Every lesson is generated live and tuned to where you actually are.
We learn your level
A quick placement check tailors your starting point so you're never bored or lost.
Lessons adapt as you go
Each lesson is written for your pace and your goal, adjusting as your skills grow.
Your AI coach keeps you moving
Checkpoints, feedback, and gentle nudges turn progress into a real result.
The curriculum
What's inside your school
6 modules · 17 lessons
Know Your Product, Know Your Market
Before a rep can sell anything, they need deep conviction in what radio delivers and sharp awareness of where their station fits in the local media landscape. This foundational module builds the product knowledge, data fluency, and competitive positioning skills that underpin every sales conversation that follows.
- 1.1What Radio Really Sells (It's Not Spots)Included
- 1.2Reading Your Ratings: Turning Data Into Sales AmmunitionIncluded
- 1.3Competitive Positioning: Radio vs. Digital, Print, and TVIncluded
Building a Prospecting Pipeline That Actually Fills
Consistent revenue starts with a consistent flow of qualified prospects. This module teaches reps to identify high-probability advertisers, execute multi-touch outreach sequences that earn responses, and run discovery meetings that surface real budgets and real goals — before any proposal is written.
- 2.1Identifying and Prioritizing High-Probability ProspectsIncluded
- 2.2Cold Outreach That Gets Callbacks: Email, Phone, and Drop-In SequencesIncluded
- 2.3The Discovery Meeting: Asking Questions That Unlock BudgetIncluded
Crafting Proposals That Tie Radio to Business Results
A proposal is not a rate sheet — it's a strategic argument for why this advertiser, with this goal, needs this schedule, on this station. This module teaches reps to build proposals that connect every element of their recommendation directly to the client's expressed business outcomes, with creative concepts that make results feel tangible before a single dollar is spent.
- 3.1The Anatomy of a Winning Radio ProposalIncluded
- 3.2Writing Creative Concepts That Help Clients Hear ResultsIncluded
- 3.3Schedule Strategy: Frequency, Dayparts, and Flight LogicIncluded
Handling Objections and Closing the Deal
Objections are not rejections — they are requests for more information or reassurance. This module trains reps to welcome, decode, and flip the five most common advertiser objections with empathy and evidence, then guides them through closing techniques that move deals forward without damaging the relationship or pressuring the client into remorse.
- 4.1The Five Objections Every Radio Rep Faces (And How to Flip Them)Included
- 4.2Reading Buying Signals and Closing Techniques That Respect the RelationshipIncluded
Negotiating Rate, Value, and Contract Terms Without Caving
Price negotiation is inevitable — but conceding on rate should never be the default move. This module teaches reps to understand and defend their station's rate card, build added-value packages that protect CPP while delighting clients, and structure multi-month agreements that create stability for both the advertiser and the station.
- 5.1Understanding Rate Card Strategy and Your Negotiating FloorIncluded
- 5.2Building and Presenting Added-Value Packages That Protect Rate IntegrityIncluded
- 5.3Building and Presenting Multi-Month Packages That Lock In CommitmentIncluded
Retaining, Growing, and Renewing Your Book of Business
The sale is the beginning of the relationship, not the end. This module teaches reps to deliver on their promises through structured check-ins, expand accounts through consultative upsells, and lock in renewals before a contract ever reaches its end date — building a book of business that compounds in value year over year.
- 6.1The 30-60-90 Day Client Check-In SystemIncluded
- 6.2Upsell and Expansion: Growing Spend Without Pressuring ClientsIncluded
- 6.3The Renewal Conversation: Locking In Loyalty Before the Contract EndsIncluded
Who it's for
Is this you?
First-Year Account Executives
You're still learning the ropes — this school gives you a complete prospecting-to-renewal playbook so you can hit quota without figuring everything out the hard way.
Stuck-at-the-Same-Number AEs
You've been billing the same amount for two years — the objection-handling and upsell modules are exactly what break that ceiling.
Broadcast Sales Managers
Use this school as a structured training track to onboard new reps faster and give underperformers a focused, module-by-module lift.
Local Media Sales Reps
If you're selling across media types and radio is part of your mix, this school sharpens your radio-specific pitch and helps you position it confidently against digital and print.
Reps Who Hate Negotiating
The rate negotiation and added-value packaging modules give you a clear framework so you stop discounting out of discomfort and start protecting your rate card.
Renewal-Season Worriers
If you dread the renewal conversation or lose clients at contract end, the 30-60-90 day check-in system and loyalty-locking renewal framework will change the game for you.
Questions
Frequently asked
Your teacher
A note from your teacher
Terry
I know where you're sitting right now. You've got a rate card in one hand and a list of prospects who won't call you back in the other. You're watching digital reps swoop into your accounts with flashy dashboards, and you've got a sales manager breathing down your neck about Q3 numbers. Maybe you're brand new and still figuring out how to get past the front desk. Maybe you've been doing this for years and you're just… stuck at the same billing number.
That's exactly why I built The Radio Sales Edge.
Here's what I know after years of working the street: radio is still one of the most effective local advertising vehicles out there. The problem is never the product. It's how we sell it. Too many AEs walk into a prospect meeting and lead with ratings — as if a P25-54 share means anything to a hardware store owner trying to drive foot traffic on Saturdays. The ones who consistently hit quota? They sell outcomes. They ask better questions. They build proposals that connect a spot schedule to a real business problem. And they never, ever cave on rate without getting something valuable in return.
This school teaches you everything I wish I'd had in a playbook when I started — and everything I've refined by being in the trenches. We go through prospecting sequences that actually get callbacks, discovery conversations that unlock real budget, creative concepts that make clients visualize results, and objection-handling scripts that turn "we tried radio and it didn't work" into your best opening. Then we get into the mechanics of negotiating multi-month packages, protecting your rate card, and building the kind of account relationships where clients renew before you even have to ask.
I've kept the jargon light and the tactics heavy. Every module is built around what you can use on Monday morning — not abstract frameworks you'll forget by Friday. No fluff, no motivational filler. Just the real stuff that moves the needle.
If you're ready to build a bigger book, close with more confidence, and finally feel like you're ahead of your accounts instead of just reacting to them — let's get to work. I'll see you inside.
— Terry
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- 6 modules, 17 lessons
- AI-adaptive lessons tuned to your level
- Quizzes & checkpoints to lock in progress
- Your own AI learning coach
- Learn on any device, at your pace
- Full access for as long as you're subscribed