New Release
“This book belongs in the hands of every salesperson in the business.”
— Roger Utnehmer, President, Nicolet Broadcasting
What's Inside the Playbook
- Field-tested scripts and strategies for every stage of the sale — prospecting, presentations, objection handling, closing, and renewals.
- Real-world wisdom from industry trailblazers like Chris Lytle, Roy Williams, Paul Weyland, Alan Weiss, Dan Kennedy and other legends, woven throughout.
- Dedicated strategies for selling into niche markets — nonprofits, healthcare, community colleges, local government, and more.
- Top Ten U.S. Radio Marketing Consultant (Radio Wayne Streetfighter), Radio Ink, 2006 and 2019
- Featured in Radio Ink & Main Street News
Who This Book Is For
Built for every stage
of a radio sales career.
New to Radio Sales?
Get the proven, step-by-step system instead of fumbling your way through year one.
Seasoned Pro?
Revitalize your approach and break through a sales plateau with a repeatable framework.
Sales Leader or Manager?
Hand your team a strategic playbook for building real, recurring revenue.
Philosophy
My Theory of Sales:
Sell the Transformation
Sell only marketing that grows Return on Investment. Find businesses grounded in ongoing marketing efforts substantial enough to move their business forward. Until you bring them an idea, a structured plan designed to create results, it doesn’t exist in their world. Neither does its potential impact.
"That's because no one has shown you how to do it properly, what's involved, and why it makes sense."
Praise
What industry leaders are saying.
"The Table of Contents for The Ultimate Radio Sales Playbook is a veritable training program for new salespeople and a boot camp for veterans. It belongs in the hands of every salesperson in the business. Not reading The Ultimate Radio Sales Playbook could be considered broadcast sales malpractice."
Roger Utnehmer
President, Nicolet Broadcasting, Inc. / District Governor, Rotary District 6220, 2024–2025
"This book is comprehensive and goes into depth on subjects most sales reps are seeking answers to. There's strong insider information, and bonus materials for new directions. Every rep will benefit from having this book on hand."
Carl Marcucci
The Indie Blend Radio
"Success happens when preparation meets opportunity, which is the goal of Harmony's book to ensure that sellers of all skill levels are fully prepared to meet the opportunities that await them. Reading The Ultimate Radio Sales Playbook brought back so many memories of my own radio sales career."
Dick Taylor
CRMC/CDMC, Radio Market Manager & Broadcast Professor, DickTaylorBlog.com
From the Author
The Ultimate Radio Sales Playbook
Somewhere along the way, radio picked up a reputation it never earned.
Ask any young account executive how their last appointment went and you’ll hear it — the apologizing, the hedging, the quiet assumption that they’re selling something that’s yesterday’s medium.
I’ve spent more than two decades in local radio sales, sitting across from small business owners, city managers, marketing directors, government department heads, and nonprofit directors, and I can tell you plainly: radio still reaches 93% of Americans (Nielsen, Adults 18+), especially with wireless phones and other streaming devices. Radio stations in other countries have extensive reach as well. Radio still builds mindshare. It still creates demand and momentum in the marketplace. In the hands of a prepared account executive, it still makes businesses grow.
What’s missing isn’t the medium. It’s the full accounting. Currently, there’s a patched-together history of assorted memories, punctuated by pieced-work data, bits of success (and horror) stories, portions of used proposals, a business quote here and there, and a few people at each station that can answer questions. (There are several worthwhile courses available to take).
I wrote The Ultimate Radio Sales Playbook because too many talented reps are handed a rate card, a territory, and a pat on the back, then left to reinvent the profession from scratch. They burn out guessing. Meanwhile the reps who win aren’t luckier or more charming — they’re working a process. This book is one perspective on a proven process, written down, in order, with nothing intentionally left out.
Inside the Playbook
Inside, you’ll find the full arc of a sale and the career built on top of it:
- ▸Prospecting with intention — how to plant and tend an orchard of accounts instead of chasing whatever flies by or falls in your lap
- ▸Discovery that uncovers the real opportunity, not just what someone asked for
- ▸Research that separates you from every average rep walking through that door
- ▸Equations and Calculations that dazzle with their truth and simplicity
- ▸Proposals and presentations that make the value of radio tangible to a skeptical prospect
- ▸Follow-up, service, and accountability that turn one signature into a decades-long relationship
- ▸Income acceleration strategies for reps ready to step off the commission roller coaster
- ▸Vertical market strategies for capturing dollars from organizations and categories that have ample dollars, but know nothing of radio
- ▸Guidance for sales managers building and keeping a team worth leading
Meet the Trailblazers
You’ll also meet the Trailblazers — some of the most respected names in selling, marketing, and persuasion, over several generations. I’ve gathered their wisdom so you can use it immediately, rather than learn the lengthy, expensive way. Every chapter closes with a Mastery Check, so the ideas don’t stay theoretical.
Scripts, questions, templates, and worksheets are here to be used, marked up, and carried into the field. This is a working playbook, just like ones for sports games.
Who It’s For
- ▸If you’re new to sales, it will cut years off your learning curve and give you something to hold onto on the days the phone feels heavy.
- ▸If you’ve been at this a while, it will sharpen methods that have gone automatic and raise the standard you hold yourself to.
- ▸If you manage a team, it gives you a shared language, and a system you can use to streamline your focus, eliminate “scope creep” and maximize both team and rep pipeline management.
Because the truth is, you’re not selling hopes and dreams. You’re helping owners grow revenue, strengthen their position, and stay in front of the customers they can’t afford to lose. You’re moving them from guesswork to proven strategy. Do that consistently and you avoid being a nuisance; you become the person they call first.
The tools are here in this Playbook. The process is here. The examples, the questions, the strategies, and the standards are here.
The next step is to begin.
Meet the Author
Harmony Tenney, MBA, has spent over 20 years in radio sales, twice named a “Top Ten U.S. Radio Marketing Consultant” by Radio Ink. Her mission: equip the next generation of Radio Revenue Trailblazers with the systems, language, and discipline to dominate the local airwaves.
How Radio Sales Became My Career
I was driving through a nearby city, on the way towards an even bigger city, when I heard an ad for an account executive on the radio. I knew immediately that it was exactly the job for me. Three interviews later, it was.
That third interview was in front of the entire existing sales force, and it was their call whether I made it onto their team or not.
I created many opportunities for them to say yes:
- I had a local bakery make a radio-shaped cake with its dial tuned to their station.
- I created a PowerPoint proposal and asked them to role play a Board of Directors considering hiring “me.”
- I even borrowed a friend’s laptop to show technical savvy.
- Then, I asked for the order and closed the deal. I was in!
I used the “create multiple opportunities to say yes” strategy while selling for a major corporation. I was recognized as the #1 wireless salesperson in seven states. Communication via wireless phones or radio ads… was “selling air” by two different means.
The metric I chose for my own success as a radio rep was for my clients to come to me, clamoring for renewal, with additional dollars in hand. I wanted people heading in droves to that business, and buying as a horde, then repeating their visits and purchasing more frequently.
I wanted clients that would work with me for life.
S. Harmony Tenney, MBA
Author of The Ultimate Radio Sales Playbook
Foreword by Best Selling Author Chris Lytle
Available in Paperback & eBook
Let's keep the conversation going.
Harmony Tenney, MBA
Radio Trailblazer Coach
Twice named a “Top Ten U.S. Radio Marketing Consultant” by Radio Ink.
Author, “The Ultimate Radio Sales Playbook”
linkedin.com/in/harmony-tenney-mba
Harmony@UltimateRadioSales.com
540-255-5686