Pending Business: The Great Ones Have This Trait | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: The Great Ones Have This Trait

| June 29, 2020

By Steve Lapa
Lapcom Communications Corp


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.

Unmatched selling skills? No objection is too hard to handle with ninja reactions. The real world of handling objections should be rehearsed in your sales meetings.

All of the above can be learned, but none are as important as one single trait.

That critical trait is the one and only one you cannot teach. It’s obvious in every successful sales rep, executive, performer, producer, athlete, faith leader, techie, designer. Where this is going is… Enthusiasm!

Enthusiasm is all about excitement, feelings, passion, enjoyment, and contagious energy that can light up the most difficult sales call.

By the time we reach 10 years old, most of us are naturally enthusiastic. Have you ever bought Girl Scout cookies or that extra car wash or chocolate bar to support the cause? Sold.

What is the connection to selling ads on radio, digital, and elsewhere? Today’s sales landscape is more challenging, less predictable, constantly changing and here I am talking Girl Scout cookies and car washes. The daily pressure of sales performance in a change-adapt-or-die environment is a high-wire stress act. Yet through it all, winners keep on winning, always enthusiastic about the next opportunity. So how do you stay enthusiastic about your radio station, digital assets, and your talent when the road is full of disappointing potholes?

Try these three steps:

  • Focus on what you can control. Stop stressing over what you cannot control. Programming changes, personnel shifting, economic conditions, new procedures, all most likely out of your control.
  • Stop sharing the misery loves company dialogue. Your positive attitude combined with an ability to focus on a successful outcome is in your control.
  • The news/talk programming you market attracts engaged tune in every day. What you have to offer an advertiser is different and timely.

Check your enthusiasm level every day. Don’t start selling without it.

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