Pending Business: The Feedback & Agreement of Sales | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: The Feedback & Agreement of Sales

| August 16, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — I think I may have missed the webinar.

The one that drills down on a sales technique, just like a “How To” YouTube video. Except this one sales technique in particular may have been presented a little out of context, yet brags about success.

Somebody somewhere must have force fed the “assumptive close” on innocent sellers around the country. I know because the assumptive close was forced into four different negotiations just this past week. Awkward!  It went something like this: ”Can I put the schedule in to hold this package (rates) for you?” Whoa! Where did that come from? We didn’t authorize anything, here. The paperwork alone of cancel before start will take more time to unravel than my mortgage documents. And by the way, closing any deal should be organic, not manufactured or presented in an ambush email.

What’s really going with these poorly timed assumptive closers? It’s all part of a fast track sell-by-email culture. When a seller bypasses key steps in any sales flow, the result is typically pushback. When an assumptive close is pushed too early in the sales flow, rapport and ease of access are stressed and difficult to reignite.  Too granular for you? Study and own these two key components to any successful win-win negotiation and closing your deals will feel more natural, like riding a bike.

  • A constant feedback loop is your sales GPS. Master the open-ended question that provides you the input you need to meet the goals your advertiser has laid out. If you are still at the concept stage of your proposal, then simply ask, “Does the concept make sense?” If you get a yes, move forward, if you hear no or not really, back up, and reframe your value proposition. Develop a full feedback loop every step of the way and just like your GPS, “you’ve arrived at your destination.”
  • Sometimes it feels awkward, but at some point you must confirm everyone in the decision flow is on the same page. This step is one of the simplest to practice and often easiest to overlook. Sometimes just meeting an efficiency goal isn’t enough to win the business. Efficiency is simple math. It often takes a little something extra, with high perceived value to win the business. Make sure you get confirmation everyone is together.

These are just two of the many skills the professional seller must master. Selling is a set of learned skills and like any performance art, practice makes perfect.

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