Pending Business: No - TALKERS magazine

Pending Business: No

| October 25, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — It’s one of the most difficult decisions a seller makes.

At what point do you move on from the no reply, no feedback, and nothing-here prospect? How many times should you try and reach out to open a dialogue with a prospect that does not respond, before you consider the effort fruitless and throw in the towel?

Better yet, how much time do you spend in negotiations knowing you just can’t meet in the middle and create that win-win? I call both situations “the unprofitable pursuit of the word no.” Please write that phrase down and keep it front and center alongside your to-do list.

If you are in the same rut as thousands of other radio sales pros, you have chased the “no reply” down the unprofitable time drain. You confuse the activity that fills your call report with the results that increase your commission check. Both feel good, but only one pays that ever-increasing grocery bill. Activity vs. results, the age-old sales dilemma that eats valuable resources.

This is the time of year to have that one-on-one meeting with yourself and take a hard look at what to keep on your 2022 developmental list and what to drop. It’s never easy to walk away from the time, effort, and creative ideas that went nowhere, but the reality is the most valuable commodity you can control is your time. Let’s refresh with some real-world hints that may help your activities become more profitable:

  • Contact counts. How many times should you contact a prospect before you move on? My experience in today’s competitive landscape pushes the number to 9. That does NOT include the regular packages the sales team pushes out.
  • The more customized the contact the better. Here is where quality over quantity wins. Show you understand your prospect’s unique needs and match a specific benefit.
  • Use your best resources. Testimonials, updated materials, proof of performance and concept.
  • You are not alone. Stay positive, keep your expectations realistic and be smart about collaborating with partners who can contribute to your efforts.

The line between investing quality time vs. quantity of time is often blurred by blind persistence. Stay focused on results and everything will fall in line.

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