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 – Mediabase Webinar
March – Social Series for Holy Week
April – Book
May – Virtual Radio Station Field Trip
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


Paul Cameron began his career in radio prior to graduating from the University of Wisconsin Oshkosh in 1980, starting his first job in 1979 as part-time on-air talent at WMKC 96.7FM (an adult contemporary station). In 1980 Paul moved to part-time on-air talent for WHBY-AM 1230 (a news/talk station), and while still working there, began working part-time for WEMI 100.1FM. In 1981, he went full-time for WEMI and over the years served as program director, music director, station manager, and director of radio operations. In 2002 he assumed the role of executive director and general manager for Christian Family Radio, now known as The Family Radio Network. Since 2016 Paul has been chief operating officer and afternoon on-air host. He was part of the transition from one full power station to five full power stations and six translators, all in Wisconsin. Paul has given back to his community by serving on several local boards in various capacities, including The Emergency Shelter of Appleton, The Community Clothes Closet of Menasha, and Loaves and Fishes of the Fox Valley. He also serves on the Wisconsin Broadcasters Association Board of Directors and has been a fundraiser host with ShareMedia/Dunham+Company since 2002.


Rob Dempsey has been serving the HIS Radio Network listeners faithfully since 2000, currently working as operations manager and morning show co-host on the HIS Morning Crew with Rob & Lizz. Rob worked as a security guard at television studios for the Home Shopping Network before he was called into the radio ministry. Now, Rob’s personal stories of overcoming obstacles, walking through a long journey to health, and stepping out in faith and selflessness inspire his listeners. Some know him as the guy who lost 140 pounds to overcome obesity, others know him as the 16-year-old kid kicked out of his home to live in the streets, and others know him as being a foster and adoptive parent. Rob and his wife’s kids range from a 34-year-old war hero, 25-year-old social media marketing specialist, 19-year-old honors college student, a 12-year-old they adopted in November 2009, as well as many foster children throughout the last 9 years. Recently, Rob has been on a health journey which included two surgeries, one a major reconstructive surgery. These past two years have been a challenge for Rob, but he continues to show that through God, anyone can become an overcomer.


Since 1989, Mike Harper has faithfully impacted East Texas on-the-air at 89.5 KVNE, where he serves as VP Communications and morning show host. He began as a volunteer weekend DJ, driving from 90 miles away. Mike advanced the cause of Christian radio by serving several years on the steering committee for CMB, and he has taken part in every NCRS/CMB since 1999. According to Nielsen, Mike and Carrie in the Morning has been the #1 Morning Show for a decade (#1 Persons 12+) propelling KVNE as high as an 8.3 share and helping KVNE become the #1 rated station in the Tyler/Longview market. During that time, KVNE won 8 Station of the Year Awards (CMB & NRB). Additionally, Mike and his co-host Carrie Parsons have been awarded “Best Morning Show in East Texas” for 9 years in a row. Mike has shaved his head to reach a pledge drive goal, donned white tights and a cape “for the children,” and stood on top of a building during a remote broadcast. He has daily arrived faithfully at 5:00 am and braved ice, snow, hail, and tornados in an effort to keep his listeners safe, encourage them, and point them to Jesus.


Bryan O’Neal has spent a lifetime entertaining, encouraging, and spreading God’s love to millions over the airwaves, landing his first radio job in 1972 in mainstream Top 40 radio. In 1978 Bryan hosted and produced Portland’s first CCM’s 30-minute radio show on Top 40 62-KGW. He then teamed up with his good friend Bob Anthony to plan a full-time CCM station in Santa Rosa. Eventually that station became K-LOVE. After K-LOVE moved to Sacramento, Bryan became their full-time employee #13 in 1994. In 1998 Bryan worked as the program director for another CCM station, KPAM/Pamplin Media. In 2001 Bryan teamed up once again with Bob Anthony at EMF’s Air1. Bryan was instrumental in moving Air1’s entire Portland staff to the new building in Rocklin, where he worked as operations director and then program director. In 2005 Bryan worked a short stint at KTSL in Spokane, and then became the music director and afternoon host at 89.7 KSGN in Redlands, California. Bryan O’Neal has worked as the program director at KSGN and co-host with Brandi Lanai for nearly 10 years of Bryan and Brandi in the Morning. Bryan hung up his headphones for retirement in March of 2021.


Bill Scott is one of the founders of Vidare Creative, a fundraising consulting company which helps Christian radio stations, through their 365 plan concept, raise the funds they need to grow. Bill has been a part of Christian radio for 39 years. He’s worked at WCIE, The JOY FM, and WAY FM as a production director, on-air talent, program director, and station manager. Bill co-hosted Dawson McCallister Live, which aired on 500 radio stations each weekend. Bill began ZJAM, a syndicated show that aired on 350 stations in the USA, Canada, the UK, and Guatemala each weekend. Bill’s latest show was Xtreme Talk Live, airing each Sunday night on over 200 radio stations. Bill has hosted 700 fundraisers on Christian radio in the UK, USA, Canada, Australia, and New Zealand. Bill also runs Men of Radio, a Facebook group with over 600 men from Christian radio. For the past three years, he has hosted the Men of Radio Winter Retreat in McCall, Idaho, with the focus of getting to know other men on Christian radio so they can walk through life together. Bill Scott believes passionately in Christian radio, and he has dedicated his life to see it grow.