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Category: Sales

Pending Business: What You See Is What You Get

| December 20, 2021

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?

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Pending Business: Tips for Getting Through Down Days

| December 13, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — As we close out the 2021 sales calendar, how do you feel?

Relieved? Optimistic? Defeated? Encouraged? Discouraged?

If you are in the sold-out-for-now cycle and selling as much as possible into Q1, life as a seller is good for now. Don’t look back, hands on the steering wheel, focus on the road ahead…you made it. If this recovery is just another uphill climb with no daylight in sight, don’t touch that dial.

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Pending Business: Inspect What You Expect

| December 6, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla — It’s still one of the foundations of sales, sales management, and beyond. How about in your personal sales work? Do you inspect what you expect of yourself?

Here’s a quick study guide in how the “better-change-more” works.

Start with a list of questions that breaks down the actionable areas of the sales process you would like to improve.

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Pending Business: Check Out Those Billboards

| November 29, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The radio business can learn a lot about the core changes facing 21st century commercial media in general by watching how the outdoor advertising industry is adjusting to the drastically new conditions of the modern era.

Next time you’re moving through traffic take notice of the variety of messages on the out of home media around you. Billboards of all sizes, and all kinds – poster boards, vinyls, newer digital, stationary, mobile, building signage, airport boards, bus stop enclosures – all are blatant reminders that the medium is the message and the creative is changing.

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Pending Business: Be Thankful

| November 22, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. —  With some COVID-consciousness, this the time of year we pause and give thanks. For many of us, food, family, friends and maybe football will dominate Thanksgiving Day.

To all the heroes and their families who protect our health, safety and freedom let’s all start this holiday with a collective Thank You.

As our post-pandemic lives recover, off we go to the shopping races on line or on location. The numbers crunchers will be ready with the results of the first U.S. post-pandemic recovery Black Friday. Now there’s a mouthful! Where will the consumer show up, pre-pandemic levels, recovery moderate, or post pandemic all clear, all out performance?  Let the spin begin, it’s all waiting for you on every news and business channel as well as your station hourly newscasts. The beauty of the news and talk format is we always have something topical to say, a reason for listeners to log in and connect to share good news or bad. So let’s take a moment and look at what makes this post-pandemic Thanksgiving different and better. Some thought starters for your next sales call, sales meeting, and sales planning session:

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