Tag: "managers"

Pending Business: Host Read Commercial

| February 8, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — It’s great, this newfound interest in the host read commercial.

You’re certainly seeing the articles, interviews, research, and industry visibility showcasing the recent resurgence in the host read commercial. Longtime sellers, managers, owners, all know the host read never really went away. From the days of Ed McMahon and Johnny Carson to today’s talk radio talent, many of whom can be identified by just one name – Rush, Howard, Rome – they all kept talking and reading the bullet points.

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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: 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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