AI for Sales.

Course Aims

This hands-on course gives radio sales professionals the AI skills they need to win more business, faster.  Participants will learn how to apply AI across every stage of the radio sales cycle - from prospecting and  meeting preparation, through proposal building and spec ad scripting, to post-campaign analysis and renewal. The course is built around the practical reality of radio sales: tight inventory, fast turnaround, multiples takeholders, and the need to deliver creative, locally relevant pitches that close. Every exercise uses real sales scenarios and produces work that participants can use the next morning.

Course Content

On completion of this course, participants will be able to:

  • Identify where AI adds the most value across the radio sales funnel: prospecting, outreach, discovery, proposals, negotiation, and renewals
  • Use ChatGPT, Claude, Gemini, Copilot and Perplexity to research prospects and build premeeting briefs in under five minutes
  • Draft tailored outreach emails, LinkedIn messages, and call scripts that get responses
  • Generate spec ad scripts and creative briefs in the station's tone of voice
  • Build client-ready proposals, schedules, and ROI calculators using AI alongside Canva Pro and AImodels
  • Apply AI safely to sales work - protecting client data, pricing, and station information
  • Apply up to 3 AI sales use cases to use in their daily work after the course

Specifically the course will look at:

  • Where AI adds value at every stage: prospecting, outreach, discovery, proposals, negotiation, renewals. What AI cannot do reliably and how to spot hallucinations.
  • Handling client data, pricing, and inventory safely. GDPR, consent, and keeping the human in the loop. Practical guardrails and an approval checklist for sales teams.
  • Hands-on with ChatGPT, Claude, and Perplexity. Build a targeted account list, generate a research brief for each prospect, and create a five-minute pre-call preparation workflow.
  • Drafting cold emails, LinkedIn messages, and follow-up sequences. Generating discovery questions tailored to each prospect's sector and challenges.
  • Turn discovery notes into a client-ready proposal outline. Generate spec ad scripts and creative briefs for production. Build branded visual proposals using Canva Pro and Gamma.
  • Setting up a dedicated sales assistant trained on your station's identity, tone of voice, listenership, pricing, and JNLR data. One station, one assistant, every rep using it.
  • Each participant defines one pilot to run in the next two weeks. Success metrics: meetings booked, proposal cycle time, close rate. Q&A.

Trainers

Joanne Sweeney is the founder and CEO of Digital Training Institute. A former journalist with over 25 years of experience in digital transformation, Joanne holds credentials from the Harvard Kennedy School in AI and Public Policy, is the author of four books including AI Playbook, and hosts the AI SIX podcast (300+ episodes). 
Joanne has been delivering training for Learning Waves Skillnet for 8 years, during which time she has designed and delivered four CPD-accredited programmes for the independent radio sector: Certificate in AI for Radio, Diploma in Social Media for Radio, Diploma in Digital Marketing for Radio, and Certificate in Digital Sales for Radio. 

Who is this content for?

All Sales Executives across the Sector. 

Training Method

Online via Zoom over 2 sessions.

Course will take place on 3rd and 4th June.