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Pending Business: Checking In

| March 29, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Checking in for advertisers’ performance feedback is a dying part of the sales process. The phrase that pays, ”How are we doing?” part of my sales culture for over 45 years is gone. My marketing work in over 50 markets showed me how fast this part of the sales process is eroding. Houston, our sales teams have a problem and nobody cares. Chances are automated check-ins show up more often than you do. Wake up and smell the coffee.

I’ll bet the last time you called Go Daddy, booked through Hotwire, took a flight on American, bought on Amazon, had a mattress delivered or got your car serviced a follow-up email arrived in your in box. Your feedback was important to the seller.

Think about the last time you picked up a phone before the renewal was due to ask your advertiser, “How are we doing?” Be honest, do you suffer from the “no news is good news” fear factor? The reality is that while you’re contemplating a cancellation, debating and hesitating making that call, your advertiser is watching the accountability clock. If what I described hits close to home, read on.

Great sellers are like commercial airline pilots, or cruise ship captains. Everyone is prepared with specific goals, timelines, and once the journey (schedule) begins, ready to control the mission. You may or may not feel the adjustments captains make based on weather conditions, traffic, and the unexpected. Sometimes the experience is rocky and sometimes smooth as silk, but professionals always strive to maintain a high standard of performance and are conditioned to take input and adjust to meet their goals. Ready to self-check?

Do you coordinate with your advertiser multiple times during the campaign and look for feedback?

Do you adjust schedules and copy points with your talent if performance isn’t meeting expectations?

Are you a “wait-and-see” seller hoping your advertiser is getting the results until renewal time?

Developing new business is the lifeblood of media sales. The development process is a high-feedback environment. Sellers who communicate more have a clear edge over those who suffer from no-news-is-good-news.

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