Category: Sales

Pending Business: What’s All the Fuss About?

| May 26, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — My phone rang a lot last week.

Calls from great sellers I had the privilege of managing at different radio and TV stations. “What’s the big deal? We were working remotely 20 years ago!”

So, what opened my eyes to allowing every seller to working remotely back then?

Look beyond the media business.

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Pending Business: Get Ready

| May 18, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — After the facemask protocol, the last thing I expected was paperwork.

Sign a waiver before getting a haircut? It’s all good.

How about the double squirt of Purell while signing at the car dealership to get the next service checkup? Does your favorite take-out have the small bins of pens on the counter, one labeled “used” the other labeled “fresh”? Ladies, don’t be surprised if your handbag winds up wrapped in a plastic bag at a medical or dental office or waiting areas. Better yet, be forewarned, you could be limited to a mobile phone and purse.

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Pending Business: Masks, Appointments, and Social Distancing

| May 11, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — As restrictions are slowly lifted in your area, businesses will cautiously reopen.

Given the current unpredictable business environment, your challenge is to be at your best. Stay smart about what and how you’re selling.

As local business categories slowly come back to life, dealing with restrictive guidelines never before anticipated, marketing dollars may take a more cautious path to recovery.  Some of your advertisers are dealing with the logistics of government-funded loans to bridge the gap, and the new challenges that will arise. Will hours and operations ever be the same as before the coronavirus pandemic? Some businesses will be overwhelmed powering through phone messages for appointment — think hair salon, personal grooming. And other businesses may never re-open.

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Pending Business: Don’t Fight Santa

| May 4, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — This you know: Radio reaches more people on a weekly basis than any other platform. Every piece of research you see, says every week 92% of us are touched by radio. What you don’t see? The majority of the local market ad spend. Why even raise that point, now, today when there is no normalcy in the business world?

It’s important, now more than ever, here’s why.

Your “platform”, i.e. radio station, is under intellectual attack.

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Pending Business: Seven Simple Steps

| April 27, 2020

By Steve Lapa
Lapcom Communications Corp
President

PALM BEACH GARDENS, Fla. — This is not easy, this idea of doing business during this uncertain time.

If you sell in the news/talk world the log line is audience levels are up.  Yet you know ad sales are down.  More listeners are tuning in, yet co-workers are getting laid off.  Fear is dominating the content and fear is the most difficult business condition to sell through.  All markets hate fear and uncertainty.  Adapting to this pandemic environment challenges everything we know.  The new normal is a moving target-normal.

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Pending Business: Time Is of the Essence

| April 20, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. –The phrase comes from a legal concept. The message is there is a deadline.

Urgency, deadlines, and timelines are all critical components of the selling process.

Here is what was: Rates are valid until_________.  This package is limited to_________.

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Pending Business: Mother’s Day

| April 13, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. —  Mother’s Day is around the corner.  You think I’m kidding, right?  Raise the Mother’s Day flag, now? In the middle of all this coronavirus pandemic?  Maybe your business brain is thinking, “Will I make it or will I be furloughed?”

Try to stay positive. The sun comes up, the world turns (maybe a little less normal, right now) and the calendar moves.  Every day brings a fresh start and another opportunity.  You just need to be smart, vigilant, and an agile adapter.

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Pending Business: Grab an Oar

| April 6, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Chances are there is no page in your sales plan called “pandemic.”

Where do you start?  Start with real world experience.

Business Unusual

Business owners are facing decisions they never anticipated. Stay open, close short term, borrow, fold, or change?

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Pending Business: The Vice President’s Lead List

| March 30, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. –Last week’s column in TALKERS listed recruitment as the #2 mid-term sales priority for radio in this environment. Hope you’ve started, because during last Thursday’s Presidential Task Force presser, Vice President Pence listed the three biggest companies looking to hire — today. And when the vice president speaks, the world tunes in.

Recruitment sale and marketing is especially well suited for news/talk radio. The news/talk audience can be full of job candidates looking for work, job change, recent relocation, even the listener’s children or grandkids looking for part-time work while not in school. This is about smart marketing in a new normal environment.

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Pending Business: Warning, Speed Bumps Ahead

| March 23, 2020

By Steve Lapa
President
Lapcom Communications

 

PALM BEACH GARDENS, Fla. — No hugging, no handshake…not now, not soon, not until we get the virus all-clear.  But even then, will the sales environment ever be the same?

The impact of the coronavirus crisis on the work environment is an in-your-face lesson in the speed of change. Where and how you work, plan, think, and create, is  changing right in front of you and there are no stop signs.

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