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Pending Business: Talk to the Winners

| August 10, 2020

By Steve Lapa
Lapcom Communications Corp

PALM BEACH GARDENS, FL – Pandemic sales pressure?  Chances are your manager has you focused on generating new business.  If you are in the daily development mode, here is a little motivation as we look at what’s working.

Pump up the volume

Sales is always about understanding the science of numbers and performance. No matter where you are in the pandemic sales curve, new business development today requires more calls, different calls.

Prospecting is challenging to begin with and the impact of the pandemic on business, reasons to advertise must go beyond the same-old-same-old. Listen better, make notes, look for opportunities and learn from every call.

Re-Inventing L.A.

Los Angeles was one of the first radio markets to enjoy $1 billion in revenues. California has four of the top 30 markets, with L.A. accounting for virtually half the radio dollars in the state.

Understatement – L.A. is competitive. The sales rep I connected with talked about the number of restaurants utilizing large white tents, working with municipal officials to convert streets into pedestrian only walkways. Sound familiar? Maybe not the greatest look from the outside, but with some ambitious creative, nothing works better than radio to get the theater of the mind working and the phone ringing. His new business is growing. “Street Restaurants” featuring better social distancing was not category in February. It might be for the new future.

Small business has an advantage… even in New York.

Most pundits are calling for the demise of small business operators. It will happen for some, but many WILL make through. Their game plan calls for a difference maker during this crises. I was personally involved on this call. I asked the business owner how he wanted leads to come to him. “The phone, I still like to talk to every customer.” He made no mention of Zoom, on-line meeting, etc. – just make the phone ring. Personal attention from the owner, no matter what the business condition, is still a unique asset of the small business.

The takeaways:

  • Local business is more resilient than you think. Learn to listen, follow their lead, and match the assets of your station to their new game plan.
  • Radio is still “The Great Equalizer.” Your on-air talents, production team and managers can help develop creative that can make the cash register and phone ring today.
  • Fear not – pump up the volume!

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