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Pending Business: Reminder

| February 15, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Sometimes we forget what we get paid to do. Sounds silly, but it’s true.

A recent experience reminded me of the temptation every seller and manager faces when presented with seemingly impossible buying parameters.

The knee-jerk reaction is to simply pass, without thinking twice about everyone downstream impacted by the decision, especially your on-air talent. They may be earning fees connected with the decision to pass. Your on-air talent are typically disconnected from your decision flow and only know their monthly talent fee check shrunk. Let’s back up and revisit the fast decision to pass.

Ask a professional what they get paid to do. From Doordash and your dog’s groomer, to an airline pilot, they know what they are paid to do. How about you? Are you clear on what you are paid to do?

Let’s break down the live read sale into simple steps. The assumption here is you have already cleared the category with your on-air talent

  • Start your prospecting process
  • Identify the qualified prospect
  • Coordinate with the talent
  • Set the appointment
  • Execute the needs analysis
  • Update the talent
  • Develop a presentation
  • Present your plan
  • Ask for and close the business
  • Check credit
  • Update and connect client with talent
  • Write the order for production and traffic
  • Collect

This oversimplified process happens every workday in every talk radio station and now podcasts and streaming programs. You can begin to understand why it’s so easy for some sellers and managers to simply take a pass when buying criteria are challenging. The time, the details, the resource drain, all fly through your mind as you process the decision to pass. Yet your income is dependent on one (maybe two) critical step(s) in the process. Closing. No close, no deal, no compensation for you or your talent. And don’t forget collections. You get paid when the deal is closed and the check clears.

Next time you’re ready to pass on business, hit the pause button instead. Give yourself a chance to get to the closing step. Connect with your managers and talents. Present options based on the advertiser’s goals. Sharpen your plans to emphasize unique benefits. Stay positive working towards a win-win. Each side needs to feel good about a deal.

Pass or play, always a tough call. But only one pays… everyone.

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