Pending Business: What's That Computer Doing? | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: What’s That Computer Doing?

| September 21, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Your future in radio sales is changing as you read this.

If you work for a medium or large radio group, the inventory on your radio station is most likely available through multiple sources away from the sales team and managers you see regularly.

As you read this, computer-driven “seats” at trading desks move through avails in real time. These programs armed with demographic, psychographic, and geographic data seek specific day parts, efficiencies, and term, carve a path through your station inventory pointing to the future of radio sales.

Just like the computerized trading at major stock exchanges, the audio inventory you sell is priced and placed faster than you can dial a new number. All platforms are available: over-the-air, mobile, desktop, streaming, even Alexa. A fully funded, highly targeted campaign can be launched while you brush your teeth. The advertiser could begin analyzing feedback as you decide what’s for dinner. The future of radio sales is working alongside you efficiently, never distracted. Time to gain perspective.

If you sell for a radio station with on-air personalities who can handle endorsement style or live-read ads, consider what you can do better than a computer. The easy opportunity to grow your business is with talent who are skilled and experienced at moving the needle for advertisers. In today’s radio station, chances are your on-air talent are incentivized to grab an oar and row the boat with you. The algorithm for selling a talent’s endorsement is waiting for your input. Develop a live-read/endorsement style sales specialty. Carve your own future.

Here are some takeaways: Do what the computerized programs cannot do.

  • Talk to the talkers. Your talent have likes, dislikes, wants, needs, and purchase cycles. Talk to your talent when they have the time to brainstorm with you.
  • Watch the Calendar. Holidays/events, gifts, tax time, financial-medical insurance needs. A simple on-air referral from a trusted talent works!
  • Loop in your manager. In this time of political windows and economic pressure, perspective helps from someone you trust.
  • Communicate, Collaborate, Coordinate. Keep my 3 “C” formula front-and-center when you work with your talent. Winners want feedback.
  • Freshen up sales materials. They are the #1 weakness of most sales departments. Today more than ever, you email and Zoom proposals. Update, update, update. What’s on your laptop?

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