By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Ask a successful seller in the new car business. They will tell you how the percentage chance of closing a sale increases when a prospect goes for a test drive. Some automobile companies invest heavily in getting the prospect to test drive. The more expensive the car, the larger the investment in getting to the test drive.
Remember when luxury brands offered Bose headphones just for a test drive? The super premiums offer a whole other level of test drive experience. From celebrity chef prepared meals to world-class golf outings, it’s part of a proven approach to closing sales.
Lots to be learned from these successful brands. What does this have to do with your day-to-day selling? Let’s try opening up our thinking to what’s in front of us.
Most news/talk radio stations carry some form of weekend specialty programming that is not paid programming. This is the weekend only lineup that features credible “experts” from legal, financial, health, etc.
Most managers and sellers are so focused on the 30 days from disaster mentality of making the month, very little thought is given to how you increase the percentages of winning business — getting the appointment.
Today that appointment may be in person, via phone, Facetime, Zoom, or some other COVID-conscious method. The bottom line is the confirmed appointment increases the percentages of a sale. You probably see where I’m headed with that weekend show connection. Show content ties to categories and categories have cousins. You don’t need me to help draw the tree that bears fruit.
Will that taken-for-granted weekend show wrapped into a unique package help you get an appointment to open new business? We all have open time on our appointment calendars. Let’s start here:
- Look at your weekend lineup with an eye towards opening doors.
- Consult with your managers about packaging and coordination.
- Before you start the process, be sure you are able to sell in.
- Don’t forget your digital opportunities.
Weekend programs can be a huge door opener when you have the right approach.
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: Steve@Lapcomventures.com