Introduction to Radio Sales & Creative Led Selling.

Course Details

  • Date Wed, 22nd November 2023
  • Time 09:30 to 12:30
  • Duration 2 x half days (To book your place on the course click on the 'Book Now' button at the top of the course page.)
  • 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 and will help them have confidence in their product. The topics covered will help participants to understand the role played by sales staff in a stations’ revenue generation and help to nourish an enjoyable and successful career in radio and audio sales.

Course Content

The workshop will give newcomers to direct radio sales an informative look at approaching business decision makers, ideas generation, preparing tailor-made proposals and presenting to current and potential clients.  The course content will explore the golden rules of the creative-led sell, the importance of presentation and how to use data to add weight to your proposals.

Course Content

The course will cover the following :

  • The Irish Radio Landscape
  • Back to Basics - The Importance of Knowing your Product
  • What can YOU bring to your station and your role
  • 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
  • FM v Digital – Educating clients on the benefits of both; and getting the right balance
  • Brand-matching: Building offers and tailor made packages
  • Great radio ads - decluttering the message


Siobhan Gavigan - The Radio Room

Siobhan is a sales, research and planning 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 where she made the crossover from researcher and producer roles to the commercial department, growing both direct and agency sales business. Siobhan was an integral part of 3 radio station launches and rebrands in her career (Radio Ireland, Today FM and Classic Hits) and spent almost a decade as an independent sales agent at RTE Radio. Siobhan’s experience and knowledge of both commercial and public service broadcasting means that participants will benefit from her holistic view of industry workings and strategies.


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 :

22nd November 2023 - 9.30am to 12.30pm

23rd November 2023- 9.30am to 12.30pm

To book your place on this course click on 'Book Now' at the top of the page.