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Pending Business: New Talent, New Rules

| June 1, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — The race to replace Rush in syndication is shaping up and new names are filling the time period.

How’s your sales strategy working?

Every market situation will have it’s own nuance, but there will be universal strategies that need to be in place as you roll out. This round will be different as many stations try and replace a proven ratings winner with new talent, never before tested in the time period in your market. An audience that has been built up over years may start dial surfing with a newfound curiosity. What happens if audience levels wobble through the short term as your competitor pushes the emergency stop button?

Let’s go through some basics:

  • Words sell. Chances are your new talent is “proven.” Not only from an audience perspective, but also from an advertiser performance history. Make sure you cover both sides of this story.

Make sure you know your talent.

  • Careful of “New.” To the local business owner “new” may mean risk. To others “new” may mean exciting. If your sense is your advertiser is hesitant to be a first mover, eliminate the risk factor as best you can. If your advertiser is excited, spread the enthusiasm!
  • Digital/Social. This platform was not important when some talk radio talents launched. Today it is mission critical and should be part of your sales rollout.
  • Set realistic expectations. If you push the envelope for new time period performance levels and there is an adjustment period, your advertisers may be disappointed.
  • When the curtain goes up. Your presentation should be smooth, well thought out and ready for prime time. Role-play, rehearse, and be confident.
  • Be flexible. If you need to adjust your plan, communicate all around.
  • New business. Did any of your prospects reject the previous talent in the time period? Here’s your chance to open new relationships.

As talent lineups change, some doors close, others open, but one thing remains the same: selling starts with the sellers.

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