Selling like anything else in this world can be learned and anyone can become better with practice. Get over the issue charging people and wanting to "give it away", this is a family business, without income there is no business. If you believe your product brings value then that is the biggest part of selling, just imagine you are sharing that value with others. where to start, warm leads are the key, if the business has been around for a while which it sounds like it has been, go back through some old files and old customers that advertised with the radio station and contact them and see what they are looking to achieve and share how you feel your products can help them achieve their goal and bring value. You are selling to other business owners and while everyone wants something for nothing everyone is always looking for ways to improve their business. Perhaps you can get a testimonial from an existing customer in which they share how advertising on your station improved their business.
Sales is what drives business and if you can't do it I do suggest finding a professional that can help. As someone mentioned earlier can you afford not to have a sales professional? Commissions drive sales reps, many will work on straight commission if the incentive is there, if they sell you win and they win.
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