Ode To The Clown!

In my early 20’s I bought a small AM radio station in New Port Richey Florida (just north of Tampa) the station was about to go dark, in broadcasting means go off the air due to financial trouble.  I went to the owner and said, “I would like to buy the station.  However, I don’t have any money to give you, but I’ll take over the debt service.”  He laughed me out of his office...two weeks later he and I made the deal. It’s amazing how things change over time!

I borrowed some money from family (don’t ever do that by the way) to pay the attorney, buy new stationery, change the locks, etc. The station was located at 1500 AM the worst end of the dial.  It was a 250-watt day timer, meaning it could only be on the air during daylight hours.  I was the owner, general manager, general sales manager, program director, on air talk show host, grass cutter, bathroom cleaner and so on.  The one great thing the station had going for it was this off the wall new talk show by some guy named Rush Limbaugh. Rush started out with 56 stations and my station WPSO AM was one of them.  I’ll write another blog on that story some other time, in any event, a month after I bought the station Rush took off!  His show became a national hit and the syndicator wanted a bigger market so, Rush moved down the road to WFLA in Tampa.

The station had a long history in the area and had a loyal following however, the demo was 50+ in that part of Florida that’s really young!  Like the pervious owner I too found getting advertisers to be challenging (to say the least).

The guy who owned the local Chrysler dealership was really tough.  He would spend tens of thousands of dollars in advertising but I could never get him to spend a dime on my station.  It was always the same old line “nobody listens to AM,” “your signal is too weak,” “your demo is too old.”  I would smile and offer evidence to the contrary including showing him hard facts that my listeners buy more Chrysler’s than any other make of car outside of Lincoln.  Nothing worked.

His office was what everyone thinks of an old time car dealership.  Smokey yellow tint on the walls and clowns everywhere.  I’m not kidding, there were pictures of clowns, paintings of clowns, statues it was full of clowns.  

I returned back to the station and sat in the chair across from my desk totally worn out thinking about what’s next.  As I sat there I’m looking at this awful picture that was mounted behind my desk, it was this huge painting of a clown crying over unpaid receipts.  The painting along with the office furniture came with buying the station.  I hated that picture…it was depressing!   Then it hit me!

I took it off the wall wrapped the thing in brown paper and told the only other sales person I had to drive it down to the Chrysler guy and deliver it to him along with a note.  The note read “I’m not clowning around…I really want your business and I’ll work harder than anyone to keep it.”  Within 30 minutes he called me and said get my backside (not really that word) down to his office!

I received the order that day and every month forward until I sold that station.  The Clown helped however, my desire to truly serve his needs was evident.  Help others achieve greatness and yours is guaranteed!

To: Bob Sherman

When I was thinking of starting a blog I had a million ideas, but I kept coming back to a blog I read over and over.  It was called "Great Sellers Go To Heaven."  It was created by Bob Sherman President/CEO of Double O Radio and a member of the Pilot Group.  Bob would share his 40 + years of sales insight that would clearly make you feel better about yourself and others after reading.

Bob Sherman hired me to serve as general manager of the company's two radio stations in Columbia.  I had history with these stations and knew the market well.  What I did not know at the time was the job as GM would mold me in ways I never thought possible.  I remember the moment I agreed to take the job Bob said "now we'll see the real Tim Miller."  I now know when Bob made that statement he understood what was coming...I didn't. Bob knew the challenges ahead and was still willing to hire me in a position that six other mangers had left.

I remember the phone calls where Bob would lead and encourage me and others where he would rail me against the wall and at the end say "remember I still love you."  That was Bob Sherman.  I recall one night Bob called my cell at 10:45PM.  I answered by saying "I thought someone of your age would be sleeping by now."  His reply:  "Sleeping? Hell, I just got off the treadmill!"  You could pick at Bob, however, had to walk softly he's still the boss...but he loved it!   We talked for more than an hour.  He asked about sales for the day then went from story to story about things in his career. I soaked it all in what a life!  He then spoke about his special needs child...it was at that moment I knew this was one of life's indelible moments.  The next summer Bob died from cancer.  I knew he had health issues however, most everyone had no idea it was that bad.  I often think of how great it would have been if he could have seen the turnaround of the two Columbia stations.  After seven years we finally broke even and started to make money!  What a concept!  I now realize he did in fact see our success because Great Sellers Go To Heaven and that's where Bob Sherman lives.

My blog is dedicated to Bob.  I just added the word "All." I hope whatever insight I can bring lives up to the motto that was at the end of every correspondence Bob wrote.

Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork