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Pending Business: Killing the Customer

| November 1, 2021

By Steve Lapa
Lapcom Communications Corp
President 

 

PALM BEACH GARDENS, Fla. — The past 90 days have been a roller coaster for many on the marketing side of the radio business. Hopefully your ride has evened out and the rest of the fourth quarter is downhill. On the way to year-end, here is an experience that may help you improve your personal sales and customer management skills.

Our situation is based in a top 40 market with a dominant radio station and a solid talent. After several rounds of well-received negotiation we came to an agreement with clear expectations. The station seller and talent agreed to live reads and the advertiser approved the deal. We were locked and loaded with approved creative and good to go all around.

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