Introduction to Radio Sales & Creative Led Selling.

Course Details

  • Date Tue, 31st January 2023
  • Time 09:30 to 12:30
  • Duration 2 x half days
  • LocationOnline via Zoom
  • Trainers Siobhan Gavigan, The Radio Room

Course Aims

A one day course delivered over two half day sessions by a trainer with over 25 years experience in the Radio Industry. This course will provide participants with a grounding of how radio works, will help them have confidence in their product, will allow them to appreciate and understand the role played by Sales staff in revenue generation for Stations and to have confidence to enjoy their job and to be successful.

Course Content

This workshop will explore the notion of the creative-led sell and how to sell radio using this highly effective process.

The workshop will explore different types of radio advertising, the golden rules of of the creative-led sell, how to brief for radio & also provide case-studies and research to support this.

Course Content

The course will cover the following :

  • The Irish Radio Landscape
  • Back to Basics - The Importance of Knowing your Product
  • Selling Ads is so 90's.  Finding solutions to clients' problems will bring you much more success
  • Who you know as well as what you know : The importance of commercial and editorial crossover
  • First impressions count - 5 ways to get your clients attention
  • Using the right data to back up your pitch
  • Overcoming objections
  • FM v Digital - Getting the right balance
  • How to present your idea
  • Brand-matching : Building offers and tailor made packages
  • Great radio ads - decluttering the message


Siobhan Gavigan - The Radio Room

Siobhan is a radio industry professional with over 25 years experience in the radio industry.  She is founder and Managing Director of Ireland's only independent radio management company, the Radio Room. Her career started out in FM104 and from there she moved to Today FM and her adventurous side landed her a job in 2DAY FM in Sydney.  She returned to Ireland to TV3 and then to Today FM where she took up a commercial role.  Before starting the Radio Room in 2011, Siobhan worked in Classic Hits. 

Keith Walsh, ThinkHouse

Keith Walsh is a broadcaster and writer. He is currently working with one of the world’s largest independent marketing agencies THINKHOUSE with their PR and copy departments, along with personal writing projects and his newest partnership as radio and audio consultant with The Radio Room.

Previously the lead anchor on RTÉ 2FM’s Early Morning Breakfast Show ‘Breakfast Republic’, Keith also presented weekends 5-7 on RTE 2FM and Afternoons on RTE Gold. Other radio stints included Breakfast Xpress on Spin 1038, Breakfast with Bernard and Keith on iRadio, Phantom Breakfast on Phantom FM and he has also covered various shows on RTE Radio 1 including Rising Time and The Ronan Collins Show.

Who is this content for?

This course is for anyone who has less than 2 years experience in radio sales.

Training Method

Course will be delivered over Zoom.  The course will run over 2 days.  The course will be 3 hours in duration for each day.

Course dates :

31st January 2023 - 9.30am to 12.30pm

1st February 2023- 9.30am to 12.30pm

To book your place on this course go to :