Category: Sales

Pending Business: No Such Thing As a Born Salesman

| October 19, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — You’ve heard it a million times — ”a born salesman.”

Sorry to disappoint you. There is no such thing as a “born salesman.” Professional selling is a series of learned skills. You may know someone with a real need to persuade or a gift of gab, but that is far from being a professional at sales. The professional seller is easy to identify as their skills and performance stand out through every challenge.

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Pending Business: Take It or Leave It

| October 12, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Depending on your station’s sell-out status during this pre-election, COVID-19 and weather-driven window, “take it” or “leave it” can change in minutes. Same for your sales call planning; minutes count.

This environment reminds me of a never-ending dialogue with one of my better sellers. As we would head out on calls, the conversation would inevitably turn to juggling priorities. Our one-on-one meetings always ended with a list of priorities. Those priorities were specific and time-lined for the seller. But life happens, priorities shift, and focus on performance turns into pandemonium.  Sound familiar?

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Pending Business: 3 Keys to Your Next Sales Meeting

| October 5, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Seems like last week’s column caught your attention. The meeting concepts I shared in last week’s column, generated lots of feedback on my social media. Everything I shared was developed, tried, refined, re-tested and finally practiced twice a week, in every sales meeting I conducted. Group meetings and individual meetings were based on three elements: Preparation, Participation, and Trust. Here’s a top-line, simple overview you can work into your world no matter what seat you have at the table.

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Pending Business: Your Next Sales Meeting

| September 29, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Prep time vs. sales time.

I know this sounds unbelievable but here goes. For more than 30 years, it took me 10 hours to prepare a one-hour sales meeting. Many of my sales proposals didn’t have a 10:1 ratio. For my sales meetings it didn’t matter if there were visuals, handouts, or materials of any kind. The ratio was consistent 10 hours of prep to one hour of stand-up. What mattered was, “What actionable items will this team try when they leave the room?” In other words, I mentally ended the meeting and reverse engineered how we got there. Simple, direct, and focused, over 2,000 sales meetings from coast-to-coast all contemplated the same way. Visualize the end and build the path to get there. It worked for me from South Florida to San Francisco.

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Pending Business: What’s That Computer Doing?

| September 21, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Your future in radio sales is changing as you read this.

If you work for a medium or large radio group, the inventory on your radio station is most likely available through multiple sources away from the sales team and managers you see regularly.

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Pending Business: What’s a Beat Book?

| September 14, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — If you have a deep background in retail, you may be familiar with the term. If not, then enjoy this story.

Chances are you’ve heard of, even shopped at a GAP store. During the early days of their nationwide retail store expansion, the focus of the ad campaign was the biggest selection of Levis sizes and styles in stock. A unique selling point as everyone was shopping in stores. Since the marketing target was young, radio was a big part of the budget. Our FM music radio station was enjoying a large share of the business when the phone rang with an inquiry. It was the leading local independent jeans retailer in competition with the GAP and it’s big marketing budget. He wanted to compete as a “superstore” for just jeans with radio as the great equalizer (remember that pitch?)

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Pending Business: 19 Years Ago This Friday

| September 8, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla — It was 19 years ago this Friday when time stood still.

Our Monday morning sales meetings would always follow with next day lead-by-example. Tuesday mornings were reserved for sales calls so I was focused on my first appointment. Typical bumper-to-bumper South Florida traffic meant listening to every competitor.

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Pending Business: The New-Talk of Sports Talk

| August 31, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The past 10 days could have been the epitome of a news cycle in overdrive. Coronavirus, virtual presidential conventions nominating candidates, Apple is worth $ 2 trillion, extreme weather, demonstrations, and the first ever all-team protests in professional sports. No shortage of content and controversy…. especially in sports.

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Pending Business: Competitors Aren’t Dumb

| August 24, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Write this down and study it: Competitors Aren’t Dumb.

Why put that in writing? No less review it every Sunday, Monday, and Friday? Sunday -helped me plan meetings, Monday – helped me steer the countless decisions to be made, Friday – to gain perspective to weekly performance.

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Pending Business: In the Market for a Test Drive

| August 17, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The dilemma may go something like this:

Your radio station is proud of the great personalities hosting local talk shows. Credibility, creativity, word of mouth, listener loyalty, results, and track record are all or partially in every one of your proposals. You walk the talk on every call.

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