Global Radio Media Sales Masterclass

The Brief:

Global Radio is the UK’s largest commercial radio group and operates Capital, Heart, LBC, XFM and Choice. Global’s challenge was to create world-class salespeople, and to retain those top people by creating an environment where they feel 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 staff churn among senior staff.


“Inspire provide Global Radio with training and development for some of our top sales talent. Having witnessed this training first hand, it was engaging, thoughtful and passionate in delivery. Inspire is a company I would recommend for any training programme.”

Colin Ramsey – Head of Learning and Development, Global Radio

The Results:

In every year the programme has run, it has returned between £850,000 and £1,250,000 in measurable incremental revenue from key accounts. In 2009 this remarkable achievement was recognised by the Broadcasting Training Body with a prestigious National Training Award.