Tag: sales calls

Industry Views

Pending Business: Calendar Secrets

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

imThis column should really be called, “How I got transferred from Buffalo to Tampa.” The storyline will help explain the title and offer you a proven technique that should help you sell and earn more.

Before Zoom, Teams and other video conference platforms that drive today’s daily to-dos, sales teams worked hard to fill the day with “in-person” sales calls. Back then, most managers forgot, or did not account for how weather impacted the number, geography and quality of those money making in-person sales calls, until blizzards, hurricanes and mother nature took her toll on productivity. Those of you who work or have worked in northern markets like Buffalo know all too well what 8 to 12 inches of snow can do to a daily plan. The same holds true for southern markets that experience hurricanes that have devastated communities going back to the hurricanes that nearly destroyed Miami and New Orleans. Now it seems wildfires are becoming a more regular threat in western markets. Having experienced most of the worst, like it or not, weather is an unpredictable yet critical variable in your sales plan.

One of the most destructive blizzards in history hit Buffalo during my first year as a young general manager. Retail contract cancellations, stranded employees, and off-the-air due to frozen antennas were draining revenues. It was December and the calendar was winning. After the ice melted and the snowplows cleared the way, we packaged everything we could before year-end to try and salvage the pacing that was leading to a bonus. The calendar won, annual bonus gone, but the learning curve kicked in.

B.G. (before Google) any research had to be accomplished old school: calls, friends, articles, and experts. We determined the average number of weather impact days, just like the guys in the theme park business. We developed a “real world” budget that accounted for weather days, the accompanying limited staffing, and a set aside percentage of revenues for cancellations.

When we began the year, the “real world” budget was put in place. By November of that year, the radio station had achieved its revenue goal for the full calendar year. The day before Thanksgiving I was summoned to the corporate office and was handed a file with a one-way ticket to Tampa, Florida. Goodbye blizzards, hello hurricanes. As a young manager, the sun was much more inviting than the snow, and I am still in Florida.

The discipline of a sales or planning calendar accompanied by “what if” is a must have.

Oh yes, make sure that pencil has an eraser.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com.

Industry Views

Pending Business: Don’t Take Your Air Talent for Granted

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Photography - SearchingI’ll bet dollars to doughnuts the updated sales facts below are nowhere to be found in your radio station’s collateral material. This bold challenge is in front of you today as a wakeup call before the calendar becomes your frenemy.

The traditional calendarized selling events are about to begin starting with Valentine’s Day and you need to be current. Ratings, on-air lineup, and outside marketing may be out of your control but sharpening your selling skills and updating presentation materials is totally a selfie.

I’ve used many “wow” stats on sales calls – sometimes together, sometimes separately – but they’re always an important part of the pitch. Radio metric showstoppers with local appeal are mission critical in today’s fast-moving sales environment. Here’s a three-point, freshen-up to be integrated strategically when packaging or in stand-alone radio presentations. Use them or lose them, but at least choose to consider them.

— Nearly 80% of listeners say they would try a product or service recommended by their favorite radio personality, so says The Power of Local Radio Personalities study published by Katz last year. Now that is one heavy duty number! Careful about making this a universal, across-the-board statistic. Recommending a retirement community to the Gen Z audience is a non-starter. But when the radio talent is talking to that 55+ crowd in the right talk radio environment, that sound you hear is the phone lighting up with leads. When great creative is delivered by a great radio personality the audience comes alive.

— “79% of on-line searches are initially prompted with hearing an ad on radio,” according to Harvard Media, a Canadian marketing firm. The hard number may seem high for many of us, but the concept of using radio to enhance a multi-platform campaign, especially at the local level, is a tried-and-true formula. Call the concept what you will – media mix, multi-channel/platform – consistent messaging across the board delivers results.

— Digital disconnects. Ad blockers are in. According to a recent Hubspot survey update, 64% of ad blocker users say ads are intrusive while another 54% say ads are disruptive. Talk about negativity compared to the nearly 80% of radio listeners who consider their favorite personalities a trusted friend. We all want to hear what our friends have to say!

Chances are your basic sales materials are 2022 rollovers. Freshen up your look and give yourself a new reason to make the next call.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com

Sales

Pending Business: Keep It Simple

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The thing about great leaders is their ability to keep the mission simple.

I once asked a Super Bowl champion coach how he coached temperamental wide receivers earning millions of guaranteed dollars each season. His answer was elegantly simple. I tell them, “You get paid to just catch the ball.” Sounds simple, right? Except when two opponents are coming for you at Mach 4 speed, trained to deliver that bone crushing collision to make you regret even thinking “just catch the ball.” The mission is simple yet executing the mission, not so easy. And so it was with the legendary Lowry Mays, founder of Clear Channel Communications, now iHeartMedia.

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