Category: Sales
Pending Business: How Do You Like to Be Coached?
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Oops, did I just invert the pyramid — as in the traditional “it’s up to you to adjust to your manager’s style?” Does your selling style fit the station sales culture?
Even pre-pandemic, has the sales culture changed, adjusted, grown?
Let’s take a lesson from one of the most competitive environments around.
Pending Business: Updating Your To-Do List
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The new year has brought back an old technique in my “To-Do” list.
End of year organization of both personal and business to-do, pushed into 2021 combined with developmental targets for 2021, has forced me to re-think how to re-organize scheduling, priorities and time management. WFH or remotely is still the norm for many sellers and managers. The layers of interruption and disruption can and will hamper performance. Previous in person interactions that have now shifted to on line contact has led to more delays that start with “this time of year…..”
Pending Business: This Year in Review
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Remember getting on an airplane before TSA security measures? As we move to the 20th anniversary of 9/11, we are accustomed to the changes in our daily lives that horrific experience created. The same will hold true as we persevere through the challenges of the COVID-19 pandemic. Technology, a changed business landscape, and income reboots will dictate a smarter, more flexible seller, marketer, and manager.
Pending Business: Pain Management
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — How about in 2021 we eliminate “Pain Point” from the sales process?
Why should professional selling include the most negative experience the human body can experience?
It makes no sense to me today or from the first day I was exposed to the “probe for the pain point” strategy of selling. Discovering marketing solutions is a fluid, positive process anchored by a relationship built on trust, not finding the pain.
Pending Business: Junk
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Is that where many of your 2020 proposals live?
This is the perfect time of year to review proposals that sold through and which ones missed.
When I began my journey through the sales maze of the broadcast business, my first sales manager would always remind me, “We’ve got plenty of paper but not enough of you. What makes your proposals different and better TODAY?” His words were so on point the message guided me for over 40 years. The concept goes to the foundation of sales: maintain strong relationships every day throughout the process.
Pending Business: Time for a Skills Inventory
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The president-elect is requesting a 100-day, mask-on effort with a COVID-19 vaccine for the masses possibly starting by Q2 2021. Seems the sales road ahead will be a maze impacted by the unpredictable timelines of recovery.
The time to start assessing personal sales skills is today. Taking a hard look into your skills mirror will need a regular reboot for the next 14 months.
Pending Business: Minimizing Risk
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Beyond the pandemic, what do you think is the single biggest obstacle to overcome in the mind of any local business owner?
I first came across the research when I was educating my teams on how competitive media sells. Back then the research was clear that 52% of local business owners considered advertising high risk. Imagine how the local business owner feels today.
Pending Business: This Time Next Year
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — This time next year, what will your income look like?
What changes do you need to make to get to your goals?
I make it a practice to fully evaluate my personal performance and given the current business environment, I’ve developed new systems to help keep priorities in sharp focus. More on new systems, another time.
For now, try these steps to help get you closer to your income goal.
Pending Business: Planning 2021
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Six weeks remain in the calendar year. Chances are your 2021 budgeting process is done. How’s your plan shaping up on achieving the goals? For 2021, the only sure thing in sales is nothing is for sure.
Just look back at 2020. Pandemic crushed economy, 30 named storms, minimal sports activity, home schooling, toilet paper shortages, new verbs like “Zoom,” and tumult in the White House. There are clues here on how to build a plan to achieve your 2021 goals. Here are some basic start points:
Pending Business: Sales Lessons from the Election Cycle
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Lots of sales lessons from this past election cycle… You may think this is a stretch, but here are just some you can apply today:
Forget the “funnel” and work the process of the decision. Most sellers work a sales funnel, i.e., pour as many accounts into the top, and expect the better ones will work their way through to a close at the end. This election showed the value of following a universally appealing theme throughout the process: the simple message “Vote.” Result? A record number of votes cast. Do you focus on activity — the number of accounts in your funnel or closed sales-results? Do you advance a simple, easy-to-understand benefit(s) to your prospects, or is it just the number of accounts you drive into the funnel?
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