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Pending Business: Location, Location, Location

| July 27, 2020

By Steve Lapa
Lapcom Communications Corp


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?

Turns out that what he sells has moved from purchase and consumption at one location to a different pattern of purchase and consumption. The sellers, retailers, and customers all responded with such demand, the retailers sell out, the sellers are back ordered and customers wait for the re-stock. His bonus clock is ticking on a huge backorder, and the calendar is the enemy in meeting his bonus goal. Most likely, the calendar will win.

He sells in one of the few verticals blowing up, despite the economic impact of the pandemic. They are experiencing some never-expected product shortages.

By now I’m sure you have figured out my workout buddy is in the beer business.  Sales in the beer and wine category are up anywhere from 36-50% depending on the brands and where you are measuring. A business where on-premise consumption was so critical has quickly morphed to retail sales with at-home consumption driving sales through the roof.

How does this connect to radio ad sales?

Just as beer and wine sales have shifted consumption locations, so have radio listening patterns shifted locations. The historic premise is radio is the ultimate in-car audio dominator. Let’s not stop at pitching just in-car listening. Let’s drill down on smartphones, smart speakers, headphones, air pods, laptops, desktops and other digital devices. Are current patterns of radio listening in your daily proposals?  A recent Wall Street Journal article featured the return of the boom box. Seriously!

Take a lesson from those who keep it simple. Pitch the newer, more current consumption patterns every day. Cheers!

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