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Tag: "on-air talent"

Pending Business: Elvis Has Left the Building

| May 17, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Do you remember the act?

If you never had the opportunity to see The King, it went something like this: Incredible music set, women crushing the front of the stage, Elvis leaning down, a few lucky ladies would get one of his scarves, the music would come to a crescendo, everyone cheered, Elvis stood up from his lean-in, finished the song and then… every light in the place went out. We stood in total darkness for what seemed like eternity when all the house lights came up and the voice said, “Elvis has left the building.” Wow. No lasers, no pyrotechnics, just total darkness to total house lights up and thousands of eyes fixed on an empty stage. Message received, Elvis had magically disappeared, and we all believed he wasn’t backstage. Somehow in those days we bought the idea he was on his way to wherever superstars go.

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Pending Business: Reminder

| February 15, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Sometimes we forget what we get paid to do. Sounds silly, but it’s true.

A recent experience reminded me of the temptation every seller and manager faces when presented with seemingly impossible buying parameters.

The knee-jerk reaction is to simply pass, without thinking twice about everyone downstream impacted by the decision, especially your on-air talent. They may be earning fees connected with the decision to pass. Your on-air talent are typically disconnected from your decision flow and only know their monthly talent fee check shrunk. Let’s back up and revisit the fast decision to pass.

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Pending Business: How Do You Like to Be Coached?

| January 18, 2021

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.

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Pending Business: Junk

| December 14, 2020

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.

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Pending Business: Minimizing Risk

| November 30, 2020

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.

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