By: Jay Trachman
Here are some characteristics of “super sales achievers,” as researched by a university professor who surveyed more than 7000 salespeople. They were originally compiled by John Lund and his associates for sales folk, but I think they have major application in the world of performers. So, here we go: the printed text, along with my comments…
Achievers know what they want, and are not distracted by other activities. What does a DJ want? He wants to keep a listener company, to entertain, to inform, and above all, to make human contact. Distracting activities? Salesmen etc. in the on-air studio (ask the PD to talk to the GM, and make a policy: no one in the control room without essential business. No socializing with the talent while on the air.) No programmers in the studio (they should know better) except for their own shift. No phone calls that last more than a minute or two, especially for “personal business.” (Are you sure it won’t keep for a few hours?)
PD’s have it even rougher, if they’re on the air — everyone wants a piece of them, “right now.” Just say no — or at least, “Later, please” to anything that distracts you from your only job while you’re on the air.
They create successful environments by operating almost independently related to what is happening around them. You walk into the studio fully prepared. Your bits are scripted, or at least in note form. You’ve looked out the window to see what the weather is really like. You’ve scanned the news in case anything “big” is happening in the world. Many of us carry our own headphones; some even hang a stop watch on a cord around their necks. Then, the station can be in total disarray, crashing down around you; no matter — you’re prepared.
They can tolerate ambiguity and uncertainty, and can deal with confused situations others would retreat from. The boss hasn’t praised your work this week? Is it possible he or she has just been too busy to pay attention? You don’t know whether you’re going to have a job here next week or not? No mind — there is one person who totally accepts you and enjoys you: your personal listener. Cozy up with his or her mental image, and let the rest of the world take care of itself for a few hours.
They set a winning pace that can be sustained without burning out or being sidelined by stress. For performers, the trick is to overproduce when you’re in a creative phase, so that you can coast a little when you’re not. And remember, your committed listener won’t mind if you’re feeling “off the mark” for a show or two. They like who you are, as well as what you do. And they know that you, like they, have your “ups & downs,” and will return, reasonably soon, to the appealing and entertaining individual who attracted them in the first place.
They manage their emotions. Probably the most difficult chore of all, for performers, because of the kind of people we are. This may help: you don’t need to suppress your negative feelings forever — just while you’re on the air. And remember, for a radio professional, your personal listener is your refuge. When everything else in your life is going wrong, this one person accepts you as you are. You’ve got to believe that to succeed.
They know how to work cooperatively with others. One of my favorite phrases: there’s no limit to what you can achieve, if you don’t care who gets the credit. Let the newsman have the punch line! Help the rookie out in production! Say “yes” when the PD asks you to do an appearance; it may be a pain in the neck, but it enhances your position both at the station and with every listener who meets you. Most — okay, not all, but the vast majority of — very successful performers are really nice people when you meet them. Would you rather be the “star” of a mediocre show, or a principal member of a winning team?
They understand and know how to use the principles of communication. Not just on the air — with everyone you come in contact with professionally. Principle one: “How will this message be received by the person I’m aiming it at? Will it achieve what I want it to, or will it merely give me a moment’s ego gratification, while cutting my own throat in the long run?”
In sum, the best tool for a radio personality is to know what you’re really there for and focus on that, rather than the mechanical details. And your best ally in times of stress is your personal listener. You do have one, don’t you?
Jay Trachman is publisher of “One to One,” a weekly information and humor service for broadcasters. Jay can be reached at: phone (559) 448 0700, fax (559) 448 0761, e-mail at 121@att.net, or www.121online.net. Reprinted with permission.
