Every week I hear sales reps or sales managers complain that their bosses are “cheap”.
          Your General Manager or station owners are NOT cheap.
          All good owners and GM’s are willing to take calculated risks, but it’s your job to do the calculation and minimize the risk, NOT theirs.
          Here are four tips to make it easier for your GM or station owner to buy something you want:

1.) Share the Risk. If you are absolutely convinced the investment you are asking for is going to help increase sales, put your neck on the line. Offer to forfeit a portion of your bonus or make some other personal sacrifice if the investment does not achieve what you said it would. 

          This tactic clearly demonstrates your confidence in an R.O.I. More importantly, if you are not confident enough to share the risk, maybe the investment isn’t really that sound in the first place.
2.) Timing.  Make sure the climate is right before you make your presentation. If your board has just ordered a spending freeze or if you just experienced your worst ratings ever, maybe it would be more prudent to present your request on a brighter day. Also, choose your battles carefully and only fight for ones you are passionate about. Running the idea-of-the-week up the flag pole every week becomes tiresome.
3.) Make Your Request Fit Your Manager’s Objectives.  Treat your request like a sale, because it is. Make a full presentation outlining why the investment will help your manager achieve her objectives rather than focusing on your wants and needs.
Consider return on investment.  How does the expense fits the company’s business plan?  How does it fit your corporate culture?   And what is your alternate proposal?
4.) Communicate! Last, but not least, when your company does fill your request, make sure you follow-up by communicating the results. Let them know when they get an R.O.I. on an investment you recommend. I’ve seen many successful projects abandoned because management was unaware of their success.