Category: Sales

Pending Business: Gone Too Soon

| August 3, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Herman Cain and Bob McCurdy — two different men from different walks of life. I had the privilege of knowing and learning from both.

Leadership – Herman Cain was raised from humble beginnings and worked his way through Coca-Cola, Burger King to CEO of Godfather’s Pizza.

Bob McCurdy started as a radio salesman in Richmond. Working his way up through the ranks of Katz radio, McCurdy rose to president of the Katz Radio Group.

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Pending Business: Location, Location, Location

| July 27, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla — Six feet away, my sales rep workout buddy was pacing back and forth.

Despite his facemask, I could tell he was upset about something out of his control. Personal issue? There has been and continues to be economic pressure on all of us, as we deal with the impact of Covid-19. Family problems?  Business? This one had to be about business. So I went for it, “What is up with the pacing and the pulsating facemask?” The reflexive answer, “I’m going to miss my bonus.” Most sales reps are grateful to be working and earning, let alone earning a bonus. What’s up here?

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Pending Business: Why Do Sellers Veer from Their Goals?

| July 20, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Let’s take a page from the dynamics of championship teams, their leaders, and coaches. Start with Tom Brady’s six Super Bowl Championships and go back to Bill Russell’s 11 NBA Championships. Was it the player, the team, or the coach? My theory is, all of them combined. The coaches who led their teams to new standards share a common bond. They excel at the art and science of coaching those who want to be coached. Sound too simple? No matter what the sport, winners LEARN how to win, champions LEARN to how to compete at the highest levels and someone is teaching, leading, and guiding.

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Pending Business: What Would Maslow Do?

| July 13, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Do you remember studying Maslow’s pyramid in high school?

It was all about what we, as humans need. Somewhere on that pyramid sits Motivation. We all need Motivation.

Can you really motivate another person to perform at a higher level? Some performance experts would say, yes. Others would say, long term, no.

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Pending Business: Updating Your Unique Value

| July 6, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — “Unique” in the news/talk business is a value point that is melting away like an ice cube in the desert.

You don’t need a stack of stats to realize everyone gets their news, opinions, and information from multiple media touchpoints. Radio is not the pre-eminent free utility it once was. Your smartphone, laptop, desktop, smart watch and smart TV, will flash an alert, update, or bulletin, in the blink of an eye. The 24/7/365 news, information, opinion cycle is on steroids and being consumed at a breakneck pace from almost anywhere. Traffic, weather, sports scores, headlines, breaking news, opinions, updates, are all for sale.

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Pending Business: The Great Ones Have This Trait

| June 29, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — What is the single most important quality of a great salesperson?

Product knowledge? Station and competitive knowledge so deep, you even know the tower array. Not really.

Planning and organization? Every minute is booked, accounted for and planned weeks in advance. Unrealistic in today’s world.

Wired with contacts? You know the gatekeeper’s favorite treat and the decision maker’s birthday. So does everyone who’s read Harvey Mackay.

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Pending Business: Creative Always Counts

| June 22, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Does size matter, when it comes to results?

Ever sell a big audience number with disappointing results for the advertiser? The performance your advertiser expected never materialized. Now what? How do you re-connect with an advertiser who trusted your numbers, paid for the campaign, stood by the phone and the only calls were your competitors explaining the mistake that was made advertising with you. Can I get a head nod?

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Pending Business: Time to Practice

| June 15, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Ever try sales practice exercises? Silly concept?

Every performance-driven activity you can think of requires some form of practice. Athletics, the performing arts, public speaking, teaching, bar mitzvahs, all require practice. Even your doctor, dentist, and lawyer required practice before they could open their… practice.

So what about the professional sales rep? Sellers, especially in today’s warp speed changing environment must practice.

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Pending Business: Clients (As Well as Listeners) Seek Connection

| June 8, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — How do you sell into the turbulence of today’s news/talk radio cycle?

If you are fortunate enough to be based at one of the few dominant, highly sold news/talk radio stations with no real competition, virtual high five to you! The biggest challenge you face is working with your management to balance pricing, demand, and relationships. It is tempting to hang the sold out sign in every conversation and email. Careful, as markets tend to correct themselves and comfort zones can be rocked.

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Pending Business: Yogi Got It

| June 1, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Yogi Berra said it best, “It’s so crowded, nobody goes there anymore.”

What did Yogi know decades before the world stopped?

As we make the gradual return to re-opening, we see a new normal environment, where we may never again sit elbow to elbow in a crowded restaurant, concert, sporting event, movie theatre, or even religious service. Essential service retailers from Costco to Home Depot feature marked floors with social distancing markers, directional arrows, and limited number of in-store shoppers. The new age pandemic impacted retail environment is emerging.

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