The Big Mac and Media Sales | radioinfo

The Big Mac and Media Sales

Sunday 15 April, 2018

Peady's Selling Engagement sponsored by IRD Prospector

Welcome to this week’s post on sales and selling success.

What sales system or methodology does your company use? SNAP Selling? Customer Centric Selling? Sandler System? Conceptual Selling? Or one of the others? 

Or do you and the rest of the team just “wing it”? 

In my many years of selling experience I have learnt that most successful companies that employ salespeople have a well-defined and replicable selling system. Why? All salespeople are aware of their quotas or targets and the need to reach them. However, they're not always clear on the steps they should take. That’s where systems come into play.

It takes me back to my days with the Australian Radio Network (ARN) and their introduction of “Solution Selling” under the guidance of Jason Jennings and his company Jennings-McGlothlin, a consulting firm that became the world’s largest media consultancy. It revolutionised the way we approached clients and then “diagnosed” their challenges and opportunities.


McDonald's is a great example of the power of a system. They didn’t grow their business by hiring people and letting them figure out how to greet a customer, take an order, fry potatoes and make a Big Mac. Instead, they documented the process, and trained everyone. Because of their system, McDonald's can make almost anyone into a productive, effective employee.

Yes, I know what you’re thinking - salespeople are different, we need more flexibility, one size won’t fit all. And you are mostly correct, however as I said earlier “the most successful companies have a well-defined and replicable selling system”.

And the next step

Our world of B2B sales often has a longer decision-making process, sometimes multiple stakeholders are involved and there is a significant importance on relationships. But once the system is in place and no matter what sales methodology you use there are critical sales training skills you’ll need to master. 

  1. Soft Skills - 
  • Empathy and understanding
  • Communication (and good listening)
  • Coachability 
  • Teamwork / collaboration
  • Problem solving

    2. Hard Skills -

  • Uncovering opportunities
  • Qualifying the right prospect
  • Time management / planning
  • Social selling
  • Closing techniques
  • Presenting (to individuals or groups)

All of these soft and hard skills can be learnt. The trick is to incorporate the learnings into your selling system. And that’s when the magic starts!

As UK sales trainer Chris Murray said: “Driving around and talking to people for a living, with no recognisable return for the money spent by your employer is a job description that belongs in the past” 

Until next week good selling.

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at



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