Do You Know How To Find Sales Superstars?

By February 28, 2018Updates

Never has a generational divide been more striking than the one between today’s millennials and their older counterparts.

Born into the digital age, the bright, young faces of today’s job market are often times  “facing off” with another group of equally formidable challengers, a different — dare we say “older” — mindset sitting behind the hiring desk. One holds the keys to tomorrow’s industry. The other holds the keys to jobs today.

Indeed, attracting and motivating fresh blood to your sales team can inspire and frustrate conventional wisdom.

Where do you find new talent, and how do you capture the interest and attention of a millennial mindset?

And how do you teach a “digital native” to understand and relate to clients whose thinking and business practices might lean more toward traditional — who might not appreciate tattoos and unconventional calling habits or today’s more impersonal communications channels?

It’s another important topic that will be explored at the Hispanic Radio Conference, March 13-14 in beautiful Miami.

From workplace environment and hours to incentives and organizational structure, these are just a few of the issues challenging both the hiring and the aspiring sides of the desk. This lively session will have you rethinking your organization’s structure and how that might improve both bottom line results and job satisfaction for all.


Angelica “Angie” Balderas is senior vice president for Entravision Communications, overseeing all operations and sales in the Sacramento market, which includes top-rated KXSE (Jose 104.3FM) and Tricolor 99.9FM, as well as 101.9FM Wolf and Hot 103.5FM. Previously she was director of sales for Adelante Media Group, and before that she held the post of national sales manager, working with national advertisers and their agencies to execute advertising and promotional programs over Adelante’s nine markets. Balderas also served as president and principal of Aztec Media and launched KTTA (Kebuena 97.9FM), KLNA (Power 105.5FM), and KBBU (Ke Buena 93.9FM); those stations were sold to Bustos Media in 2004. Balderas’ experience includes over 20 years of local direct and agency transactional business and retail activation, as well as event marketing. National clients such as Tecate, Verizon, and Miller Coors have cited her work as examples of successful execution of events and retail programs.


Tonya DeVane joined The Omnia Group as a client advisor in September 2008. In her current capacity, she helps senior and mid-level managers select top talent, manage more effectively, and build high-performance teams using behavioral assessment tools and concepts. DeVane provides guidance to hundreds of businesses in a wide range of industries, including insurance, financial services, automotive, staffing, and health care. She trains and develops staff, conducts onsite workshops, and regularly facilitates webinars. With a degree in human service counseling and over 15 years’ experience in identifying customer needs and implementing innovative solutions, DeVane is successful in helping businesses reach their human capital goals. DeVane is a speaker at various events and associations, such as AppliedNet, Assurex Global, and more. She speaks and consults on topics such as authentic communication, creating a sales culture, and power interviewing.


Maire Mason is vice president and general manager of Spanish Broadcasting System’s WSKQ-FM and WPAT-FM in New York. In her position, she leads the NY-based sales teams across radio, digital and experiential marketing, working closely with clients in the tristate area to meet evolving marketing objectives. Prior to assuming this position, Mason served as vice president/general manager of Cumulus Radio in New York. Her career also includes stints at Merlin Media, Univision Communications, and CBS Radio. An accomplished executive with 30-plus years of media experience, Mason is credited with an exceptional work ethic combined with a relentless desire to win, both of which have fueled her ability to achieve consistent gains in revenue, profit, and market share throughout her career.



Jeff Schmidt is SVP of professional development for the Radio Advertising Bureau. While his mother wanted him to become a preacher or a lawyer, Schmidt became an accidental salesperson with the Midwest Family Broadcast Group in the ’80s. He has been on the air,, on the streets as a successful seller, and spent years inspiring teams as sales manager. Schmidt has navigated the complexities of working for small independently owned companies, survived the tumultuous occasions of ownership changes, and excelled in the corporate arena. He rose through the ranks as sales manager, market manager, and regional vice president and has served in various sales roles and organizations in his 32 years in radio. At the RAB, Schmidt oversees the professional development group across all RAB’s training services and works with the industry’s leadership to continue to provide a professional development practice positioned to serve an evolving industry sales force focused on digital, solution-based integrated marketing and sales efforts.

The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its ninth year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95 percent of the 59+ million Hispanics in this country.

Rooms are selling out. Book here today for the special conference rate.

Register today!

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