Category: Sales
Pending Business: Comfortably Numb
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Thank you, Pink Floyd. Perfect description of the proposals I’ve seen that never show a “Why Buy?”
Go ahead and check your last proposal. How did you answer the Why Buy question? Chances are you either omitted the concept completely or channeled Captain Obvious. When it comes to fundamentals, gone is not forgotten.
Pending Business: Early Warning
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Despite the calendar, January is over and first quarter is rapidly headed towards spring. Depending on where you are based, some windfall weather-related business may come your way or heaven forbid, those weather-related cancellations. No matter what variables are in play, it’s time for an early review of your sales game plan. Here are some boxes to check with the guidance of your managers.
Pending Business: The Early Renewal Seagull
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Don’t do it! Whatever you do, don’t sell like a seagull.
During the course of the past year, especially during pandemic impacted inventory cycles, every kind of sales approach you can imagine was and still is in play. The most creative techniques seem to be coming from inventory challenged businesses, like real estate. The real estate sales world has spawned reality-style TV shows that are now featured on Netflix. Do we really pay to watch a show about sellers?
Pending Business: A New Year’s Lesson
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — I particularly enjoy this time of year because it’s when I usually reconnect with former associates all around the country. Sellers, managers, and on-air talent from South Florida to San Francisco who share the bond of having worked through one of the most challenging years in broadcast history checked-in with me. Those calls, texts and emails always include one “wow” moment that serves as a life lesson for all of us. Here’s one in particular that can serve as a motivator for all heading into the New Year.
Pending Business: What You See Is What You Get
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — By now you’ve heard the forecast for holiday travel.
The estimate is nearly 100 million will be on the road moving from one holiday destination to another and that should be music or chatter to your ears.
If you sell radio ads for a living, time to high five your steering wheel. Congested traffic means more time in the car, listening to and engaging with your programming. Most importantly longer commutes are another indication of our attempt to get back to a more familiar post-covid routine. Isn’t it great to see the legendary commuter routine that made in-car captive listening a mainstay of radio sales?
