Prospecting, Propensity, and Predisposition, aka The Three P’s, have significant influence over broadcast revenue outcomes, either catapulting you beyond projected gains or creating challenges to surpassing your budget goals. As seasoned and professional sellers and managers, it’s vital to uphold a dedicated commitment to the fundamental purpose of our profession: assisting people and bringing opportunities for success to their business. Winning in sales requires moving prospects and clients towards closing a deal from the outset of every interaction and consistently highlighting the unique value our audience brings to advertisers. A strategic approach to our cold calls and attempts to upsell existing clients affords us a distinct advantage over competitors.