What is CSPI?
The Corporate Support Performance Initiative (CSPI) is a training program designed to teach corporate account representatives how to position public television in light of its greatest strength — as a trusted American institution that uses media for the public good.
The goal of CSPI is to improve the productivity and performance in local underwriting by ensuring that sound and consistent business practices and professional development are available to PBS member stations of all sizes across the country.
A three-part program, CSPI Program 1 focuses on the reality of positioning PBS; it builds a fundamental knowledge of the PBS product, market and media environment that PBS representatives need to master in order to differentiate PBS and make a successful value proposition. CSPI Program 2 then uses those principles to build discrete selling skills, from the initial customer engagement to securing a commitment from the sponsor. For managers who have completed Programs 1 & 2, Program 3 provides coaching for managers looking to institutionalize CSPI methodology back at their respective stations. Program 3 works with managers on how to reinforce the PBS value proposition and consultative selling techniques taught in CSPI Programs 1 and 2.