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Pending Business: Fake it ‘Till You Make it

| October 4, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — That was the storyline connected to the collapse of Ozy Media.

If you haven’t read about the fall of Ozy, take a minute to look it up. That storyline never goes away.

Does the theme apply to anyone you know, maybe one of your co-workers who are struggling with sales. Ouch!

You should enjoy your chosen profession and exude a positive attitude that feeds your dream machine every day. But, when the daily challenges feel like lead boots, it’s time for the universal gut check — are you faking it ‘till you make it?

When the prospecting is nothing but dead ends and the funnel is looking empty, we can all use a confidence booster. Whenever pending business was anything but pending, and collections were slow, one seller who worked for me would always ask to be considered for the sales assistant job. Ninety days later, that tear-drenched seller was our number two biller. The seller just needed to be refocused on priorities that generate performance. My top biller would always leave our pre-call meetings with “wish me luck.” I always wonder why sellers who are talented and work hard still look to lady luck.

But what happens when sellers go through their daily routine and focus on activities with no results? The daily no-results activity grind hides honest evaluation of performance and suddenly imaginary appointments fill the call report schedule. Here comes the tough part, why are we here?

As we move through the final quarter of 2021 and start the 2022 selling process, be honest with yourself about your 2021 performance and income. No doubt COVID played a role in most advertising budgets and maybe your income. Yet, as we approach a mid-term election cycle, a gradual turn to business recovery and  — best of all — a more positive ad environment, here are some simple questions to ask yourself:

  • Would you rather be working in another department of your radio station? One of my favorite sales recruitment questions is, “If you could do anything in the radio station, what would it be?” Be honest with the answer.
  • Could you be earning more money someplace else? If so, why aren’t you working there?
  • What are you prepared to do today to improve performance tomorrow?
  • What do you like/dislike about selling?

This may all sound basic. As you plan for 2022 will you go through the year doing the same-old-same-old hoping for different results?

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