Episode 9: The Hardest Part of Sales Is the First Meeting
Media sales have never been more complex. More platforms, more data, more marketing options, and more competition for businesses trying to grow.
In this episode of The Selling Edge, Laura Van Iderstine, Director of Partner Success at Futuri, sits down with Randy Cable, Vice President and Market Manager for Manchester Media Group and Monadnock Media Group, to discuss how the role of media sales has evolved and what it takes to succeed in today’s rapidly changing environment.
Randy shares why the hardest part of sales is still getting that first meeting, how successful sellers focus on solving business problems instead of pitching products, and why adaptability is critical as technology and consumer behavior continue to evolve. He also discusses the importance of helping local businesses compete, creating more efficient sales processes, and giving sellers more time to focus on what matters most: building relationships and driving results.
If you’re looking for practical insights on prospecting, leadership, client strategy, and staying relevant in a changing industry, this episode delivers valuable lessons from someone who has spent more than four decades helping businesses grow.
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Episode 14: Add More Value Without Adding More Work
Adding value in media sales can feel like a constant push to do more research, build bigger proposals, and bring more ideas to every meeting. Knowing what will actually help a client move forward takes a more focused approach. In this episode of The Selling Edge, Dan Prudhomme sits down with Sarada Connors, account executive at Cumulus Media and host of Our Town, to discuss how her approach to building client relationships has evolved over 17 years. Sarada shares how she uses research to make outreach useful, explains advertising in everyday language, and helps clients set realistic expectations for their campaigns. She also describes bringing proposals to life with sample creative, making recommendations easier to understand with a short summary, and maintaining the same level of care after the sale. From drawing on teammates’ expertise to finding opportunities for clients beyond their campaigns, Sarada offers practical lessons for sellers who want to make a lasting impression. Her advice: do your homework, keep the conversation clear, and follow through consistently so clients know you’re invested in their success.
Episode 13: Build Confidence and Win the Meeting
Starting in media sales means learning products, finding prospects, and building confidence all at once. Turning that knowledge into a conversation a client wants to have takes practice. In this episode of The Selling Edge, Dan Prudhomme sits down with Kristina Dahl, digital marketing strategist at Cumulus Media in Lexington, Kentucky, to discuss what helped her find her footing during her first year in the role. Kristina shares why getting meetings was harder than she expected, how tailoring her outreach helped open doors, and why understanding how a campaign works made her more comfortable explaining its value. She also describes helping a longtime radio advertiser take the first step into digital marketing and using campaign experience to give prospects confidence in trying something new. From translating industry language into everyday terms to researching prospects and asking better questions, Kristina offers practical lessons for sellers finding their rhythm. Her advice: understand what you're selling, approach each conversation with intention, and give yourself realistic goals as you build experience.
Episode 12: What Great Sellers Do Before the Pitch
Great sales conversations don't start when the meeting begins. They're built through the preparation that happens before it. In this episode of The Selling Edge, Trish Craig sits down with Victor Giacomelli, Market President of Emmis Corporation, to unpack what more than three decades of sales leadership have taught him about building successful sellers. Victor shares the five qualities he looks for when hiring salespeople, why focusing on a few key verticals can make sellers more credible with prospects, and how preparation can turn a hard-earned first appointment into a real opportunity. They also discuss the questions sellers need answered before they're ready to build a solution, why strong relationships can sometimes work against a salesperson, and how managers can turn mistakes into meaningful coaching moments. From prospecting and discovery to mentorship and embracing new technology, Victor offers a practical reminder that winning in sales rarely comes down to one big moment. It's built through preparation, adaptability and a willingness to keep learning.