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By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Value is one of the most difficult concepts for any professional seller to advance, but easily one of the most important. Presenting the value proposition is a never-ending challenge, especially for the broadcast seller. I’ve seen too many sellers get hung up on product features that are station-centric, important to management, talent, and the seller. The truth is the advertiser doesn’t see it the same way.