Global Radio Sales Masterclass The brief: Global Radio is the UK’s largest commercial radio group and operates Capital, Heart, LBC, and XFM. Global’s challenge was to create world-class salespeople, and to retain those top people by creating an environment where they felt constantly engaged, inspired and valued. The programme: Inspire helped develop the ‘Sales Masterclass’ programme in 2008/09, and we’ve been delivering it annually ever since. The programme is designed to advance the sales skills of participants, both by concentrating on individual skills and strategies, and more generally by creating an improved ‘sales culture’. A passive effect of the programme (but of equal importance) was the retaining of key regional Account Managers and Directors and maintaining a low staf

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