Pending Business: You Only Know What You Know
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — That’s what happens when most of your sales or management life is spent at one station or in one market.
On the one hand, you know your station and market inside out. You are the tour guide who can navigate the advertiser through every fork in the road. You are proud of your station’s heritage and conversant with the demographics, psychographics, and socioeconomic profile of the population that resides in your coverage area. Rates, packages, program lineups, and historical revenue figures are at the tip of your tongue. Any out of the ordinary question is answered with a fast access, “Let me get back to you.” All are important traits that are critical components for top sellers and managers.