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Pending Business: What’s All the Fuss About?

| May 26, 2020

By Steve Lapa
Lapcom Communications Corp


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.

The basics of any performance-driven profession are the activities that shape performing at the highest levels.

High-performing athletes are regularly well-coached and prepared. Then, on their own, away from the head coach — remotely — often with private coaches, they practice. When they return for the next session they are better. On game day, they are prepared physically and mentally. The same holds true with music. Practice and learn with the instructor, then practice — remotely — until the next lesson. The day of the performance the musician is mentally and physically ready.

The takeaway here is the individual commitment to practicing “remotely.”

When you report to work, to your manager, do you look for feedback on what you’ve been “practicing” remotely? How is your skill set and strategy for prospecting, setting appointments, selling, and closing your business? Are you disciplined enough to self-monitor activities to make sure of the results you want?

This post COVID-19 media sales environment will mandate change. If you are accustomed to selling from a company cubicle or work area in an office setting, cold calling as a drop-in, or lots of in-person appointments, your environment will change fast. To excel and achieve your goals, you will need more discipline, diagnostic tools, all guiding your daily activities. When was the last time you sat by yourself and actually listened to or even recorded your “pitch?” (which was one of our key “to-do’s” 23 years ago.) Listen to yourself “pitch”!

Here are some takeaways as you transition to this new normal sales environment:

  1. Learn to be comfortable adjusting your activities. Every competitive marketer is emailing, phoning, and posting. Be realistic about what approach is working and what isn’t. Focus on the activities that generate results.
  2. Measure what works. Seriously! It may take more than 9 “touches” to generate the response you want.
  3. Listen to yourself. Not kidding, here…try it. Record yourself and listen to your “pitch.”

Selling is a dynamic process that should improve with every performance.

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: 

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Category: Sales