b'INTRODUCTIONIn your opinion, how much better is a highly talented, top-performing seller than just an average sales rep?Bob: There is a significant gap between our top performers business results and the rest of the sales reps. Unfortunately, a sales leader may not always feel the impact of this talent gap during times of growth, when the marketplace is very strong for your products and where everyone benefits through increased organic demand. However, when the business cycle slows down, and competition increases, the talent gap on your team is strikingly clear. In my experience, your top-performing, highly talented sellers are the ones who carry you through any downcycle. They persevere and lead the pace needed on your team. It is talent that drives your team to outpace your competitors in good times, and it is talent that minimizes the downside by growing market share when things turn less favorable. Lars: Without stating the obvious, talent is everything!Highly talented top performers are typically more self-managed. By that, I mean they under-stand what they need to do at any given time, they have solid relationships, they understand priorities, they identify opportunities, and they have the confidence to close the sale. The typical relationship with a manager is one of collaboration and idea sharing, rather than constant motivational and performance-based coaching (and dealing with potential issues). An average rep typically works well in certain situations, but usually has inconsistent results. Managers have to spend more time understanding what hinders the rep from delivering more consistent results. Next I asked them to reflect upon the bigger picture: Why is having a talent-based sales organization such a priority for you? Bob: In the end, talent is one of the success elements I can define and develop on our sales team. Having a talent-focused mindset allows our sales organization to populate our teams with individuals that can sup-port our near-term challenges, while leading innovated solutions to future challenges. Its also vital to have a strong and diverse pipeline of talent in Bob McCuin, Executive VP and Chief RevenueLars Wunsche, Executive Vice President Radio Officer, Clear Channel Outdoor & Digital Sales, Evanov Communications.A Conversation With Key Executives7'