The Essential Prospecting Checklist

The Checklist Every Underwriting Team Should Be Using

I have received several calls and texts from other sales leaders in our industry asking if we, at Moody Radio Network, have seen a significant loss in revenue due to the COVID-19 pandemic.  I almost feel bad answering this question because the truth is, we have not.  Let me be clear on what I’m saying.  We have lost less than 4% of our “On the Books” revenue because of the pandemic. The reply I receive EVERY TIME is, “What? Wow that’s really good, but how?” My answer first and foremost is because of God!  Then my second answer is, “Because we prospect the correct way.”  What?  How do you prospect the right way? What does that even mean?

Below required checklist that is discussed with every partnership.


Every Partnership Must Utilize The “WIN-WIN-WIN Philosophy.” 

  1. The Listener Must Win

We are allowing businesses and non-profits on the air that our listeners can do business with or interact with and feel like they are dealing with an extension of our radio station.

This creates a winning experience for the listener as we share with them safe places to do business.


  1. The Partner Must Win

This means we must give them the best customer service experience ever!

Did we answer the phone on the first two rings?  If they left a voicemail did we return the call within 24 hours?  Were we consultants to them or an order taker?  Did we set expectations on when the phone would ring or if it would ring at all?

This creates a winning situation for the partner as we have given them excellent customer service. We have acted as consultants by helping them craft a campaign based upon our years of experience and proven results. And lastly, we have given them clear expectations on what to expect regarding listeners calling their business.


  1. Our Station Must Win

A natural byproduct of the first two happening at the same time is that your station will naturally win.

If the listener is winning and the business partner is winning this creates a winning situation for the station!  It’s that simple.

We believe so much in the WIN-WIN-WIN philosophy that we have adopted it as a part of our departments core values.  We have even had to make some hard decisions regarding accepting new business as we filter new partners through this philosophy. As a result, we find that we are consistently successful.


The Prospect Must Be Christian or Use Biblical Principles

Here’s where some people struggle.  They want a perfect euphoria where we do all our business in little Christian bunny rabbit holes and never really get out of those circles.  One day I really stopped and took time to think this through.  You know our listeners go to restaurants and stores that are owned and operated by unsaved folks.  And, while YES! We would love to give our hard-earned dollars to a fellow believer, the reality is it is not always possible.  If I can do business with an unbeliever and to be salt and light in their dark world then I’m going to it every time.  You know that prospect or new underwriter is going to listen to your station to hear their spot. How many gospel presentations is that person going to hear while listening?  It had better be a lot if we’re doing our job right!  So, if that unsaved business owner treats their customers well, I will give them the opportunity to be treated Christ-like by us and by our listeners and to hear about Christ all day long.


The Prospect Must Understand That Pre-Payment Is Required

All new clients are told up front that they must pre-pay prior to airing the first three months.  If a client is really upset, it might mean they really had no plans to pay.  If the client is brand new and the buy is placed by an agency, pre-payment is not required.  We only require pre-payment for direct buys.



The Prospect Must Play Within Our Boundaries

We tell every prospect that we have identified the minimum number of spots one can do in a week and still have an opportunity to be successful.  We have also identified the maximum number of spots partners can do without annoying our listeners.  So now that we have the minimum and maximum, it’s just up to them on what their budget is as to how many announcements they purchase.

Minimum: 3 per day / 15 per week

Maximum: 6 per day / 42 per week

This also helps when having a conversation about budget. A lot of times it really puts the buyers mind at ease knowing that we are not playing a game.


The Prospect Has Equal Opportunity 

We do not allow businesses or agencies to day-part for an increased spot rate to guarantee a specific time of day. We believe that if the frequency and the rotation is correct, everyone will succeed. This is only achieved if everyone can get in front of the listener at all times of the day. A lot of times this is met with surprise by agencies, but we have never lost a buy because of it.


Remember That You Are The Consultant

I remember the best piece of steak I’ve ever had in my life.  My colleagues at the time from K-LOVE and Air1 and I ate at Gibsons in Chicago.  You could tell that special preparation had been taken to ensure that the steak had been seasoned to perfection and that it was cooked at precisely the right time.  But imagine with me if I would have went in there and asked the waiter to have the chef use half the amount of seasoning, to grab a piece of meat that had only marinated for three quarters of the time, and then to top it off I would like them to cook it at twice the amount of heat for 4.5 minutes, reduce the heat, flip the steak and cook it for an additional 7.5 minutes more.  Ridiculous, right?  No one goes into a steak restaurant and dares to give cooking instructions to the chef.  If you don’t like the way they make their steak there are hundreds of different places to go.  But, judging by how early I had to make the reservation, it’s obvious that tons of people like the way Gibsons prepares their steak.  So, we agree to disagree on steaks and I don’t return.  No problem.

I hope you understand the point I’m making.  We do radio.  We know radio.  We know what works.  It’s our job to consult (not dictate or be rude) but consult the partner on what works.  If in the end you still disagree, that’s fine.  Disagree in a Christ like way and walk away.  Someone once told me, “I’ve never worked in radio but I’ve bought radio.”  Nice, I’ve never cooked crab legs but I’ve ordered them before.  That doesn’t make me a chef.  Our job is to consult, coach, and teach that partner.  This means even the agencies that have been doing this for 30 years.  But as my colleague Bryon Poirier says, “Do it with sugar poured all over it.”

There are many more things that we do to ensure that our partners stick with us year after year but this sums up the top five criteria that must be met when prospecting.  Remember, the station you work for is a treasure.  People pay to keep you on the air.  The country and rock stations can’t say that. So, go into these conversations confident, because you have a product that works and one you can be proud of consistently.


Jamin Baxter
Director of Business Development, Moody Radio Network

Jamin Baxter serves as Director of Business Development for Moody Radio Network. He has 15 years’ experience in non-commercial radio sales and over 25 years’ experience in general sales.  On the side, Jamin started Bax5Media which operates as the parent company of Inside Morgan County ( as well as two podcasts. Keeping It Young ( which is celebrating their first 50,000 downloads in their first year and Life of Sales ( A third podcast will be starting this Spring entitled The Church – Under-insured and Exposed.  Baxter is passionate about creating a streamlined system that all non-commercial Christian Radio Stations can use to keep their Underwriting Departments generating revenue while keeping the integrity of the station and the voice of the station front and center.

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2022 Membership Exclusives

January – 2022 Calendar
February – Social Series for Holy Week
March – Virtual Radio Station Field Trip
April – Book
May – Mediabase Webinar
June – Surprise at Momentum
July – Exclusive Momentum Content
August – Virtual Peer Networking Gathering
September – Fall Fun Box
October – Techsurvey Webinar
November – Noisemaker Promotions Vol 2 Book
December – Christmas Surprise 

*subject to change


Jim Campbell, Founder & Network President of Radio Training Network, Inc. began his radio career in commercial radio in Tennessee in 1964.  In 1966 he moved his family to Lakeland, Florida to attend college, and upon graduation he joined the staff at First Assembly of God Church where he and the church launched in the mid 1970s the first Contemporary Christian Radio Station in the nation, WCIE-FM. The station grew in both market impression and influence not just in Lakeland, but around the country inspiring others to follow Jim’s lead. In 1989 Jim left the church and founded Radio Training Network, Inc. (RTN) and over the next 30+ years, he oversaw the acquisition and development of 40+ stations plus translators. With 130 team members, RTN stations serve the Carolinas, Georgia, Alabama, Florida, and Missouri. These stations are well recognized in their respective markets thanks to the servant leadership of the staff, aggressive marketing, and a commitment to a strong emphasis on Jesus first. At present RTN has some two million listeners each week on air and approximately the same number online.


Andrea Kleid is a 24-year veteran of radio and records. She began her career working in Christian radio at WNLT in Cincinnati, and then moved onto WAY-FM in West Palm Beach working in programming and promotions. Her next stop took her to JOY-FM in Tampa where she served as the Promotions Director. In 2004, Andrea moved to Nashville to begin her music industry career in radio promotion under Grant Hubbard at Capitol CMG. In 2008, Andrea became the Vice President of Promotion at Word Label Group where she led one of the most successful and influential radio promotion teams in the Christian music industry. Through her signature brand of honesty, passion for Christian music, and focus on relationships, Andrea developed a reputation for successfully launching new artists’ careers including for KING and COUNTRY, NEEDTOBREATHE and Francesca Battistelli. This year, Andrea celebrates her fifth year as the President of her own company, Boxer Poet. An advocate for both radio and artists, Andrea continues to zealously host conversations around further representation for women and people of color on Christian radio.


Jason Sharp has a rich history with CCM radio and leadership. His early years at WONU/Chicagoland and The Bridge/Delaware gave flight to his passion for great programming and innovative promotions. As Program Director of WCQR/Johnson City and eventually the network PD for Positive Alternative Radio, Jason’s influence grew across the industry. In 2007, Jason joined the team at Northwestern Media as Program Director and then Station Manager of KTIS, Minneapolis/St Paul. In 2015, Jason furthered his formal education and earned his master’s degree in organizational leadership. Applying his leadership knowledge and skills to work, he now serves as Senior Vice President of Broadcasting at Northwestern Media’s 23 stations in 14 markets across ten states that service 1.5 million listeners each week. Jason also served Christian Music Broadcasters, first as a charter member and eventually as the lead of CMB’s educational track at Momentum for more than ten years. He then served as the organization’s board chairman from 2017-2020. Jason continues to inspire others within Christian media toward excellence and compassion through a Christ-centered attitude, education, and practical application.


2023 Membership Exclusives

January – 2023 CMB Calendar
February – Virtual Air, Digital, Fundraising and Imaging Checks
March – CMB Website Case Study Webinar with Dunham+Company
April – Momentum Speaker Book
May – Virtual Peer Networking Gathering
June – Member Party at Momentum
July – Exclusive Momentum content
August – Salary Survey Results
September – Member Box
October – Techsurvey Webinar
November – Special Member Devotion
December – Christmas Gift

*subject to change


In 1972, while serving in the U.S. Air Force in Orlando, Johnny Stone dreamt of a second kind of “air force,” that of radio. He took an overnight position at WDIZ-FM, the station where Z88.3 now stands. In the past 50 years of his career, Johnny’s work and personality raised the bar for other programmers in markets ranging from New York City, Chicago, Dallas/Fort Worth, San Diego, Tampa, Atlanta, Tucson, and Minneapolis/St. Paul. During his stint as Program Director and Morning Show host at Star 99.1 New York, his team won the NAB Crystal Radio Award and CMB Station of the Year. Presently, Johnny serves as afternoon host with his wife, Stacey, at 91.9 WGTS in Washington D.C. winner of the 2021 NAB Marconi Award for Religious Station of the Year. Owner of StoneStudios, LLC. and as a 22-year veteran in Christian media, Johnny mentored several on-air talents. Today, along with his on-air role at WGTS, he mentors college students at CMBU, teaching and modeling the belief that “you have to win in the hallways to win on the airwaves.”


Lisa Williams was called to Christian radio while praying in 1990. She walked into KCVO in Camdenton, Missouri and started on the air that same week. Over the past 32 years, Lisa served in various roles in on-air, programming, fundraising, and station management at radio stations and networks including K-LOVE, Z88.3, Star 99.1, KCVO, and KCWN. As an on-air personality, Lisa earned several number one ratings in several markets and was the recipient of three industry awards. Lisa now serves as the Network Talent Coach for Northwestern Media, owner of 23 stations in 14 markets across ten states that service 1.5 million listeners each week. While at Northwestern, Lisa hosted the nationally syndicated show Life with Lisa Williams from 2016-2021. She stepped away from the show to focus on coaching more than 90 on-air talents, encouraging and nurturing them to shine the light of Christ through excellent radio. When she’s not coaching talent, Lisa helps stations raise money for their operations. She also hosts a Facebook group for women on-air in Christian radio called GodsRadioGirls and helps facilitate their annual retreat.