Pending Business: Junk - TALKERS magazine

Pending Business: Junk

| December 14, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Is that where many of your 2020 proposals live?

This is the perfect time of year to review proposals that sold through and which ones missed.

When I began my journey through the sales maze of the broadcast business, my first sales manager would always remind me, “We’ve got plenty of paper but not enough of you. What makes your proposals different and better TODAY?” His words were so on point the message guided me for over 40 years. The concept goes to the foundation of sales: maintain strong relationships every day throughout the process.

Advertisers and prospects can reject the “paper” as long as they don’t reject you.

Let’s review some key elements that should be part of every news/talk proposal you submit to your advertisers and prospects. If you are positioning for the host read business, here are some mission critical elements to consider and update TODAY:

  • Trust – Does your audience value the word “safe” more TODAY than six months ago? Most sellers underestimate the trust the audience places in your on-air talent every day. How important is that trust when it comes to categories like medical, legal, and even auto?
  • Value – Is the value proposition unique, clear and a direct connect for the business you are pitching? Advertisers are seeing discounts, packaging and incentives to motivate buying TODAY. How does your proposal measure up?
  • Proven Performance – So important to prove how your talent works for advertisers, TODAY.
  • Keep it simple – The online meeting world mandates the simpler the presentation the better. Chances are your submissions will be reviewed without your in-person guidance. Do you design without a seller present in mind?
  • WOW Factor – The toughest question to answer. What is the “WOW” factor in your proposal?

How many times have you submitted a proposal that was declined? The rejection typically falls on the shoulders of the seller instead of the dynamics of the proposal content. No better time to go through wins and losses and learn what works, TODAY!

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